Crocs in Costa Rica

Final Paper
El Equipo
Kevin McGarry-Schoof
Daniela Weisz
Maureen Nettuno
Erin Davis
Nadine Stetler
Kelly Rothlauf

International Marketing
Professor Quaintance
December 3, 2015

Current Marketing Situations

External Situation
Costa Ricas political structure is a democratic and independent republic. It
consists of an executive, a legislative and a judicial power that are completely
independent of each other. Costa Rica is the 51st freest economy according to the 2015
index and has limited economic presence from the government, which makes it more
prosperous in tourism, technology and agriculture. According to Costa Rica.net, Costa
Ricas great climate and government policies makes it the Silicon Valley of Latin
America. The limited government and economic freedom would make for a country more
fertile with new businesses opportunities. Most Costa Ricans fall in the range of the
middle class with few in the upper class that hold the title of an elitist. There is poverty
that surrounds the country however; Costa Rica is one of the few Latin American
countries with economic growth. Because of increased private investments and exports,
the socioeconomic system has also been increasing. According to The Real Costa Rica,
Costa Rica is a Mecca for ecotourism and is subject to 12 different climate zones. Costa
Rica is one of the top nations that have tight environmental control. Based on the stability
of the government and the economic growth, the industry outlook is very positive. Costa
Rica holds a very high industry attractiveness, especially for a Latin American country.
Costa Rica is a great country to target in Central America because it is positively
developing in a myriad of areas. They have political stability lowering the risk of foreign
investment, their standards of living are increasing, and they are a higher educated
country than before. Costa Rica is not new to foreign investment, they in fact have one of
the highest levels of foreign direct investment per capita in Latin America, according the
CIA website. The demographics of Costa Rica are on the chart:

Almost half of the population is between the age of 25 and 54, most likely the
main workforce. This can give us a broad target market because we can target those who
have occupations with long standing hours, such as nurses, teachers, servers, etc. In
addition the high percentage of children lets us see that we have another market we can

target. Using an American brand appeals to many Latin American kids who watch many
American programming and listen to American music. Costa Ricans are ranked 68 for
average monthly disposable salary, which comes to show that this is a very realistic
market to enter.
Internal Situation
Crocs began back in 2002 with three friends who on a mundane boating trip came
up with a vision for a new product; as mentioned on fastcompany.com. On their boating
trip one of the guys was wearing a foam clog shoe he purchased in Canada. After seeing
how well the shoe performed they envisioned a shoe with three main characteristics:
comfort, functional, and durable. Fast-forward thirteen years and that is what they are
known for. In the beginning they focused on selling to just boaters, but once it started
appealing to other markets (nurses, gardeners, waitresses), mainly those who were on
their feet most of the day, it really took off. The number one product was the clog. It
gained huge popularity due to its lightweight and comfort design; thanks to their
proprietary technology called Croslite.
Once Crocs gained competitors and the fad of the notorious Crocs shoes faded
they came into some trouble. However they have bounced back and are growing
internationally. They have diversified their products and shifted their direct sales from
kiosks to online sales and stores. In addition, they have focused more on marketing their
comfortable shoe with fun new styles. With all these modifications and improvement
Crocs has been able to hone in on their unique value proposition. They offer a
lightweight, comfortable shoe with a fun style. The best thing about Crocs is that it is
undeniable how comfortable the shoes are, which helps gain loyal customers. Once a
customer speaks about the comfort of their shoes to others, they are more willing to try
out the shoe since its coming from a reliable individual. Specifically, outside of the U.S
Crocs has really taken off. Without having the connotation of being an ugly shoe,
countries like India, Russia, and China have accepted these comfortable shoes with open
arms. In conclusion, Crocs offers a lightweight, comfortable and fun to wear shoe that
can reach multiple markets.
The mission statement of Crocs is To become the global leader in sustainable
lifestyle footwear, apparel, and accessories whilst ensuring that the four pillars of the
Ocean Minded brand- Quality, Authenticity, Responsibility and Community- resonate
throughout our company, products, associates and actions.. Through their mission
statement Crocs is striving to be at the top of their market, by offering distinct footwear,
apparel, and accessories that are ocean minded. Ocean minded, according to Crocs, is
allowing customers to visualize using their personal beach and water-oriented passions.
Focusing on the internal situation, resources such as skilled employees are the reason the
company is able to operate in over 90 countries. Over four thousand employees make it
possible to communicate to customers the value behind Crocs. Recycled and sustainable
materials are required to make their shoes, accessories, and clothing. It is vital that the
internal marketing team communicates the core values and sustainability of Crocs to the
public.
Competitor Situation

Given that Costa Rica has a very intensive landscapesuch as hills, wetlands,
forests, mountains, and volcanoesthe ideal footwear would be hiking boots.
Unfortunately, the majority of the population does not wear those. In Costa Rica, when
looking at the feet of the locals you will see more people wearing flip-flops than anything
else. The reasoning behind this is that they are cheaper. Introducing a croc style shoe into
the Costa Rican culture would be monumental. They are much safer and better in the
conditions than sandals, but not as expensive as hiking boots. This middle option of
footwear is setup to have great success.
Upon research, we found that it was actually very difficult to get decent shoes in
Costa Rica. You often had to go to big tourist towns just to get the cheaper flip-flop style
sandals. And with a GDP of $10,184 per capita, money is scarce in the country. This
means that when looking for footwear, price is a huge concern for the people of Costa
Rica. The only unique thing that the competition would offer would be a cheaper price.
When adding the benefits that a croc offers, you would be able to build upon unique
marketing in that way.
Market Situation
As we begin to expand into this Costa Rican culture we want to take advantage of
the largest and most plausible demographic, those being ages 25-54. Saturating this
market makes the most sense because this age range holds not only the greatest number
of the population, but also the most established demographic. Within this range you find
families and the working class. This opens the door to expose working adults to our
product, who are often using their disposable income to shop for themselves, their
children, or others.
Now, why choose Crocs? Over the evolution of the products life it has expanded
to be multi styled and have multi use, making it perfect for a vast amount of activities,
while maintaining its comfort is what sets it apart from the average shoe. Croc states "All
Crocs shoes are made with Croslite, a proprietary closed-cell resin that gives each pair
of shoes its soft, comfortable, lightweight, non-marking and odor-resistant qualities. All
Crocs shoes from the iconic clog to newer styles, such as wedges, boots and sandals,
feature the same comfort. In footwear, mixing comfort with style options becomes an
attractive draw for any demographic. As said, Crocs also remain in a price range that is
affordable for a large percentage of the Costa Rican market.
Long-term value for Croc customers can easily be seen in two ways. The first
long-term benefit of Crocs customers is they can do all their footwear shopping with one
brand they know and trust, since Crocs has shoes for every age and every lifestyle it is
easy to create customer loyalty. There is also long-term value for a customer in knowing
the charitable efforts behind Crocs, in which they contribute to. Crocs says, "In 2007,
Crocs established Crocs Cares, the companys corporate social responsibility program.
Crocs Cares was created to make a difference in the lives of children and families in
need. Crocs Cares has donated more than 3 million pairs of shoes to people in need
around the world. There is much greater draw for consumers when they feel they are
contributing to a cause greater than themselves; another great way to build customer
loyalty.

Internal Strengths
Crocs have some benefits that other shoes do not have. They are comfy which is
perfect for the outdoors. Crocs are not the most attractive shoes but comfort is a big
positive for outdoor shoes. According to Webmd.com, crocs can also have health benefits.
Crocs leave a big area open in the front by the toes which is good for people with bone
deformities. They are easy to put on such as flip flops but have more benefits than flip
flops. Crocs are not as open, giving more protection. Crocs RX are made with
antibacterial material, making them a good choice for people with diabetes. According to
WEbmd.com, The spare room and antibacterial properties of Crocs help combat these
problems.
Not only are crocs great shoes for many health benefits; they also have many
more characteristics that make them a great shoe. As mentioned above, they are very
comfortable making them perfect not only for the outdoors but also for people who are on
their feet all day. Crocs are slip resistant and they do not have odor even when dirty and
wet because of all the ventilation.
A great target market is
children because they will love all colors that crocs come in. When buying a pair of croc
juniors, jibbitz can be purchased along with them which are little things to fill the holes
of crocs. They come in all kinds of fun items and animals making it fun for children and
making them want the product.
Internal Weaknesses
A big disadvantage is what people think of crocs. They are not made to look good
so some people might choose to go with another shoe that has a better look but might not
be as comfortable. Crocs are not made to look pretty. They are made to be comfortable
and give health benefits that many other shoes do not offer as mentioned in the previous
section.
Even
though crocs are perfect for some outdoor activities, they are not for all of them. Crocs
are not the most practical when too much movement is involved. They are not running or
hiking shoes because they are not sturdy enough and tight enough on the feet to be able to
handle that kind of activity. According to customers of crocs, another disadvantage is that
they leave awkward tan lines due to all the holes in the shoe. Because crocs are
frequently used outdoors in the sun, they can leave dark tan lines, which people typically
do not like. One user of crocs posted a picture on pinterest of his tan lines from crocs to
show what it can look like after wearing them in the sun for a long period of time. The
sun being as strong as it is in Costa Rica all year long, makes this makes this a very likely
outcome. This can be a turnoff to many potential customers.
External Opportunities
We are targeting a large number of people so entering the market with Crocs will
appeal to many people and this would lead to a successful company. As mentioned earlier
in the paper, Costa Rica residents have a large amount of disposable income. Crocs are
not a necessity so Costa Rica being a market with people spending on leisure, makes it a
great country to enter with a product like this.
Water activities are very popular in Costa Rica. Crocs would be a good shoe for
water activities such as kayaking and rafting because they can get wet and not get ruined
and these are activities in which people sit. Not only are water sports popular but also

activities such as camping and anything outdoors that requires getting dirty. Crocs are a
good shoe choice for this because they can easily be washed off and will not get ruined
from dirt or water.
External Threats
One major problem with bringing Crocs into Costa Rica is that people do not
know about the brand. Its a lot of work and effort to introduce a product into a new
market where they have not heard of the product. Competitors are a major threat to the
company as these brands are already known in Costa Rica and it is what customers
currently buy. Many customers also have a difficult time switching to a different brand
once they are familiar with another. One major competitor to Crocs in Costa Rica would
be Nike. Red Wings Shoes would be another major competitor in Costa Rica. They sell
shoes made for the outdoors as well. One competitive advantage they have is that Red
Wings Shoes can be worn doing many outdoor activities because they are closed toed
shoes and are tight on the foot. Crocs will need to compete with many companies in
Costa Rica since outdoor activities footwear is very popular, as the country is known for
its outdoors and nature.
Marketing Strategy:
Costa Rica is a beautiful country located in the Central American Tropical
Rainforest. It is a prime location and amazing natural attractions brings close to two
million visitors each year (USA Today.) These tourists are traveling to the country to
enjoy both the sun and the sand, as well as the rain and the forest. However, tourists cant
wear the same thing for each activity. While sandals would seem like the most
appropriate footwear for the wet climate, they do not provide protection for the rainforest.
This gives Crocs a great market to expand to. The waterproof and washable footwear
company has made a strong brand for itself in the United States, and with the following
marketing strategies could do very similar with tourists in Costa Rica.
Customer Markets
In 2014, Costa Rica had sales of $2.6 billion dollars in visitor exports, which is
why targeting the tourist population is a key market segment in Costa Rica. The success
of implementing Crocs in Costa Rica directly parallels with the amount of travel and
draw being produced. With 67.5 % of individuals visiting Costa Rica being from the
North American countries, we can narrow our target market to this segment. Our market
share is increasing as we see more and more Northern Americans commuting to the
country; Our research told us that the U.S. has a potential market of 65 to 70 million
citizens who want to travel abroad, and some 16 million would be interested in a
destination like Costa Rica. So there is still great potential for us to increase arrivals from
there, says Rodolfo Lizano, the Costa Rican Tourism Board (ICT) Director of Strategic
Planning. He also stated, Greater revenues were influenced by an increase in tourists
average stay, from 11.6 to 12.1 nights. That prompted a hike in the average per-person
spending from $1,252 in 2013 to $1,378 last year. We can understand the excitement the
ICT has over this increase in American spending because it directly correlates into our
developing retail endeavor. Northern American consumers also hold a high percentage of
spending in retail related purchasing. In alignment with footwear, Time Magazine did a

study and found that Men own an average of 12 pairs of shoes; women own an average
of 27 pairs. This alludes to a promising share for footwear companies. With Crocs
becoming not only a comfort and convenience, but also a memory and souvenir, that
average may keep increasing.
Target Markets
Segmentation Strategies
The segmentation strategy that is needed for Crocs to appeal to tourism in Costa
Rica depends on the tourists wants and needs. The product related segmentation strategy
is the strategy that is needed in order for crocs to appeal to tourists. To develop a
successful product strategy, it is vital to understand the needs and wants of the tourists.
From an environmental standpoint, the tourists need a product that can adapt to the
various climates of the tropical rainforest. These individuals need shoes that are
waterproof, flexible, and protective; all three benefits that Crocs offers to their customers.
Target markets section
The target market for Crocs in Costa Rica focuses on tourists. This includes
traveling adults and those traveling with children. Our first market will focus on the
adults that are visiting the Central American country. Tourists in Costa Rica participate in
many outdoor activities and need a shoe to support that. Crocs are a great footwear option
for this group, because they give the user protection without the loss of comfort. When
traveling to Costa Rica, tourists are often surprised to find out that the rainy season
occupies eight months of the year. Once this realization happens, they are often looking
for ways to stay dry and not ruin their clothing. In every corner of the airport and on
every tourist souvenir stand, ponchos and waterproof bags are sold. However, there really
is no way to keep your feet clean during this season, which leaves people stuck wearing
sandals. The difference between Crocs and sandals, which is a huge benefit to tourists, is
that Crocs provide safety to the wearer. The product would help this target market
because it can be worn in the water, washed off easily, and dried quickly. Overall, the
Crocs would provide a better, and safer, trip for a tourist.
The second target market that we have in Costa Rica is comprised of families
traveling with children. Targeting children in their expansion to Costa Rica is extremely
important to Crocs because children are a huge user of the product. In schools across
America, children are begging their parents to wear Crocs because they are easy to put
on, easy to get dirty, and easy to clean. Crocs have recognized this, and has marketed to
children through themed produced products. For example, the company has a partnership
with Disney to produce character themed shoes that are sold as souvenirs at parks, stores,
and more. Crocs could implement a Costa Rican themed shoe, market it directly toward
children, and create demand to be taken back home. This market is extremely lucrative as
well. As previously stated, according to the ICT, there are more than 16 million
Americans that would be interested in traveling to Costa Rica. These 16 million
Americans, on average, spend $44 on souvenirs when traveling (Budget Your Trip.)
Having a separate market to target to child tourists is extremely important to the success
of the Crocs expansion.

Identifying Segments
To find our target segment we first look at the secondary data available such as
age, gender and median income. Once we have our secondary data we will need to gather
primary data to narrow down our segment. Primary data can be gathered by surveys,
marketing at public events, offering samples for product reviews, and test markets. Once
we have the secondary and primary data we can focus in to find our target segment of the
Costa Ricans. Given that there is such a large tourist population in Costa Rica, we will
initially target this segment with the intent to eventually grow our brand within the local
population. The most popular activities that tourists engage in are ecotourism such as
trekking, flora, fauna and bird watching. The majority of the tourist population comes
from the United States followed by Nicaragua and Canada. The North American tourists
are already familiar with the Crocs brand and know the product as an outdoor shoe. This
familiarity will incline them to purchase the product when there is a need in Costa Rica.
According to statistical data from the Costa Rican Government, 62% of the population is
between the ages of 15 and 54. 51% of Costa Ricans are female and 49% are male. The
median income is $6,810 compared to the United States, which is $47,390. The majority
of Costa Ricans spend a lot of time outdoors, working and relaxing. In our expansion, we
intend to focus on the middle class majority in our segments.
Positioning Statement
For tourists that are traveling to Costa Rica who need durable, waterproof
footwear, Crocs offers a product that is adaptable to any situation at hand. Unlike
common waterproof sandals, Crocs offers protection while not losing comfort.
Marketing Strategy
Company Objectives
As Crocs enters into the tourism industry in Costa Rica the main objective is to
successfully get a return on investment within a year. Since Crocs is already an
international company they have experience in dealing with overseas business and
decreasing transportation costs. Crocs believe this can be done because of the increase in
tourism in the last couple of years. Not only is there an increase in tourists but also an
increase average stay to 12 days. This will help us leverage our product to showcase the
benefits of exploring Costa Rica in Crocs shoes. Crocs also wants to establish itself as a
versatile shoe that is a must have in Costa Rica for all ages. To showcase this, Crocs
advertises that its shoes can be used for any occasion. Due to Crocs different designs
they can target adults, with comfortable shoes and kids with the exciting and bright colors
the shoes offer. Once the tourist segment increases the Crocs brand awareness in Costa
Rica we can begin targeting the locals.
Marketing Objectives
Due to the high influx of tourists Crocs wants to gain at least 30% of the hotel
merchandise market share. This means that we will be selling our customized Crocs at
hotel gift shops, hotel beach and pool areas, and at popular tour sites. By spreading our
product in tourist locations well be able to showcase our benefits of using Crocs shoes
during their vacation and how they can keep the memories alive when they bring them
back home. Another marketing objective is to increase product awareness throughout the
tourists within one year. Crocs will make sure that every tourist destination has Crocs

advertisement to increase the product awareness. The shoe we will be highlighting is the
customized Costa Rica Crocs shoe to show uniqueness of the shoe and build a want for
the consumer.
In conclusion, it is clear that Costa Rica would be an excellent location for Crocs
to expand to. The country boasts natural beauty, but with that comes needs to its visitors.
The comfort, protection, and wear-ability are benefits that tourists to Costa Rica would
find valuable, and in turn would lead to sales. While not only could the company targets
those looking for the functionality of the product, but marketing to children tourists opens
a huge opportunity as well. Upon expansion into Costa Rica, we would want to secure a
presence in hotels and gift shops since our target market is also their target guest. While
we understand that expansions can be costly, we believe that Crocs has the supply chain
power and reputation to secure a ROI within one business year.
Marketing Mix:
Our marketing mix is centered on the Crocs shoes in Costa Rica tourist areas,
with soma marketing towards the locals. We have decided to start out with a small
number of Crocs shoes to test the market and how well they are received. During the
summer season we will be implementing our marketing strategy with hopes of gaining
the tourist market segment.
Product/service mix
Crocs have one product: shoes. The selling point and what gets consumers to try
them is their comfort. They have product depth because they offer a variety of shoes; for
example sandals, high heels, boots and their notorious clog. Since we are targeting the
tourist market we want to start selling the clog for the older tourists that are mainly
focused on a comfortable shoe and for kids so they can customize their shoes featuring
Crocs signature shoe charms called jibbitz, well be offering the Clogs sandals that are
built for more active kids. Since women are found to own more pairs than men we want
to target them with a more stylish Crocs shoe that still serves the function of a
comfortable shoe that can be worn for any tourist activity.
The clog shoe mainly targeting families will be offered in 5 colors: light blue, dark
blue, green, red and black. We will also be offering Costa Rican jibbitz featuring their
wildlife and their flag to make it more unique. These shoes are ideal for the young
children that are active and walking around during their visit to Costa Rica. Since there
are no shoelaces involved or Velcro that wears out, kids love how comfortable and fun to
wear the Crocs shoes is. For the older tourist we want to offer the slim clog shoes to
provide them with maximum comfort in 3 colors: navy, green and white. In addition for
the women we want to offer the more stylish Crocs sandals in 3 colors: teal, black, and
espresso. These shoes will appeal to those who want a comfortable shoe without
sacrificing style. (The shoes mentioned in this paragraph have a visual representation in
in the appendix)
Price
When considering how we would price our product in Costa Rica, many things were
accounted as factors. To start, we have to look at our average price in our largest market,
the United States. Next, we had to look at any alterations we would be making to that
product. Last, we needed to price based on who our new market in Costa Rica was. After

thinking about this, we decided to price Crocs in Costa Rica slightly higher than in the
United States. The largest factor in deciding this was our target market. We decided to
market tourists in Costa Rica, and given that the majority of the tourists are from the US,
we could not stray too far from our prices at home. However, tourists are usually willing
to spend more on vacation for a product that they cannot purchase anywhere else.
According to Nation Master, a country comparison tool, an average pair of Nikes in the
United States cost $76.09 and the same pair costs $110.11 in Costa Rica. That means that
shoes in Costa Rica are almost 44% more expensive. However, this increase in price is
due to the fact that the access to the shoes is not as easy. Because of this, we only
weighed this information slightly. In the US, special edition Crocs is priced at $54.99 and
$34.99 for adults and children, respectively. We decided to raise that price by 9% to
charge $59.99 for adults Crocs and $39.99 for childrens Crocs.
As mentioned earlier, tourists are usually willing to spend more on souvenirs that they
will not be able to find again. Since tourists are our main target market, we feel that this
price increase is justified for the product. When converting the price from US dollars to
the Costa Rican Colon, the average price for crocs will be 31880.49 CRC for the adult
pair, and 21251.89 for the child pair.
Advertising and Promotion
When considering advertising and promotion, we decided to implement two
different strategiesone based on advertising to the tourists and the other based on
advertising to the local Costa Ricans. For the first, we chose to advertise in two main
places, airports and hotels. This seemed very simple to us because most of the tourists
that travel to the Central American country arrive by plane and must stay at hotels. Since
we plan on selling the items in gift shops at both locations, this form of advertisement
seemed very lucrative.
To saturate the native Costa Rican market we will implement two main forms of
advertisement and promotions. The first will be displaying our graphic ads in the soccer
stadiums and during the commercials of the live-streamed event. Using the edge provided
by locals cultural interest in all things soccer, we will have the Ticos, the national Costa
Rican soccer team, players be ambassadors who enjoy Crocs for all their off the field
engagements. The other way we will effectively reach our market is by partnering with
local events and businesses.
These partnerships would allow us to offer a 20% off Crocs coupon on soccer
match tickets. We would also be able to provide certain discounts on room packages that
would be worked out with various hotels. Some of these tourism areas are found in the
towns of Jaco, Monteverde, Puerto Viejo, and Drake Bay. This strategy will allow Crocs
to appeal to not only our main target of tourists, but also the mass majority of locals. The
specifics of each promotion are located in the Appendix.
Place
Because Costa Rica has such a large tourist gathering, we decided to capitalize on
the tourist concentrated areas. The areas of interest vary depending on which area of the
country one is visiting, but overall mostly focus on hotels near the coast or in the
rainforest, outside venues such as markets, and airports. Tourists are drawn to the outdoor

markets with live entertainment, such as music and dancing, because it captures the
essence and the authenticity of Costa Rica. Shopping in these local areas can be seen as
more of an experience rather than an ordinary day of shopping. Because of this sort of
experience style shopping, the tourists will be more inclined and persuaded to purchase
our product from the various souvenir shops. One of the most popular destinations in the
country is the Outdoor Market Mueso Nacional, which is a huge market. This type of
outdoor market is a prime example of where we would sell Crocs. Another venue that
will be prime perfect for us to sell out product in would be Hotels. Selling here will also
allow us to give our product the appeal that they are popular among the natives and a
reminder that they are versatile with the tropical environment. It will be a great place to
capture the attention of the consumer and remind them of their need or want for the
product.
Implementation
We will use a mixture of graphic, video, and discount promotions in order to
create awareness to our customers. By combining the interest and location of locals and
tourists of Costa Rica, we can saturate the greatest majority of market share available. We
will display the accessibility and usability of Crocs as well as romance them with the
appearance of famous ambassadors. We hope to connect with customers by meeting them
where they are.
By selling our product in very highly populated tourist areas we are able to
connect more with the tourists. With our sales locations in such areas as, hotels, and
outdoor markets it will give the tourists a taste of the Costa Rica authenticity and will
entice them more to purchase the crocs just by association. Selling crocs at the airports
will be crucial to capture the consumer's eye when they arrive and when they leave and
can serve as an impulse buy. It will serve as a souvenir that can be used in Costa Rica to
relate to the outdoor culture.
The price was determined based on the comparison of what other shoes cost in
Costa Rica. The price is a little higher though because its targeted toward tourists and
they are willing to pay more. The price will not be advertised with the product in all of
our advertisements so that it doesnt draw people away. Tourists will just see the product
and go to buy it. If they see the price they might not go in the first place. If they do not
know the price, they are more likely to go look at the product and buy it since they
already took the time to look at the crocs.
By having a diverse product depth well be able to meet our tourist market by
offering different types of shoes to meet each age segment. We believe that the comfort of
these shoes will stand out as something tourists will want to use on their trip and take
back. By having jibbitz offered for the kids they will become excited to use our
product. Even more impactful, every time they wear those shoes thereafter they will be
reminded of their vacation in Costa Rica.
Timeline:
June 2017: Crocs will begin selling its products in the Hotels and airports, mentioned
above. The first set of promotional tools will be heavily concentrated in these locations.
August 2017: As tourist season peaks we will start the voucher promotion with
discounted Crocs to stimulate more incentive from tourists.

October 2017: Targeting the locals now, commercials and graphics will be implemented
throughout Costa Rica using our soccer-based promotions.
December 2017: During the end of the second quarter we will evaluate our sales and
goals and modify our promotion and/or products to start targeting the new wave of
tourists during spring.

Appendix
Products

WOMENS T-STRAP SANDAL

KIDS MICAH SANDAL

WOMENS KARIN CLOG

Advertising and Promotions
Graphic Ad: The Costa Rican flag mixed with multiple Crocs coordinating with the
national colors.
Commercial: Consists of 5 of Costa Ricas top soccer stars, going about their normal
routines, all the while sporting the many styles Crocs has to offer.
Voucher: Small brochure stating the mission statement of Crocs, and thanking the
customer for engaging with one of the activities offered by Costa Rica, also explaining
their complimentary discount on any choice of one pair of Crocs.

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http://traveltips.usatoday.com/costa-rica-travel-warnings-16319.html