We all know those rainbow coloured plastic shoes. Ugly they maybe but they are worn by young and old alike. Indestructible is the name. So, why did Croc use reality TV- the Apprentice in the USA to campaign to donate crocs to charity?
Let’s look at the growth of the business first. The company is young and in 7 years sold 100 million pairs globally. A success indeed but the challenge is not to sell the first batch of products but to build the business. It is all in the value offered to the customer. The problem was that Croc went mass market. They were copied, rapidly becoming a cheap commodity. Croc lost £113 million last year and cut jobs. It has generated 1.4 million Facebookers who are campaigning to abolish Crocs.
Ugg boots faced a similar issue. They have managed the brand better and moved to focus on a niche and refresh with new boots, which fortunately for Ugg need replacing.
Marketing lessons. For the marketing assignment you could examine that Croc needs to think long term about the brand and how it can be positioned to offer value. It could have focussed on the childrens market and moved into games and toys or clothing. That would have removed the ability to commoditise the product so that it is copied in every pound store around the country. For the marketing exam use the segmentation aspect to show how Croc needs to target its market