MARKETING

MANAGEMENT
PHASE 1
CROCS TECH
BACKPACK

BY,
ABIN P JOSEPH
P19165
 MARKETING MANAGEMENT

CROCS TECH BACKPACK

EXECUTIVE SUMMARY
Our product crocs smart tech backpack is a new innovative product, though this project we
are trying to expand our business into the field of backpacks. We already have a huge
business of crocs footwear and we sold more than 300million shoes in a year in more than 90
countries. This crocs smart tech backpack focus on the customer who want a updated tech
backpack with the qualities of wireless power bank inside light solar power storing, missing
remainder and anti-theft alarm etc. We focus on the customers who have craze about crocs
and tech accessories. The price range lies between $100-$500. It is pretty expensive so we
focus on premium customers all around the world and also it is an innovative product. We are
the one who launched such products for the first time.

COMPANY DESCRIPTION
A world leader in innovative and casual footwear, Crocs, Inc. is dedicated to the future of
comfort. Our original and most famous style, the Classic Clogs, are instantly recognized
around the world, and for good reason: since 2002, they have sold more than 300 million
pairs in over 90 countries all around the world.

Crocs know that smart does not need to mean complicated, they achieved their status as a
global leader in the casual footwear category by taking an inherently simple approach to
uniting style, modern, comfort and value .

Fast Facts

 Crocs have sold more than 300 million of shoes.

 Crocs shoes are sold in more than 90 countries and in more than 30 languages.

 Headquartered in Niwot, Colorado and Crocs has more than 4,000 employees in the
world

 Crocs has regional offices in Boston, Massachusetts; Amsterdam, Netherlands;

Singapore; Seoul, Korea; Tokyo, Japan; Shanghai and Padua, Italy

PRODUCT DESCRIPTION

CROCS SMART TECH BACKPACK

In order to further expansion of business, crocs decided to introduce an innovative product

called crocs smart backpack. Smart backpacks are like your ordinary backpacks, but only
more techie. They can charge your devices, get power from the sun, play your favourite,
tunes, and more. In short, they were made to adapt the lifestyle of the modern man

WHY WE NEED CROCS BACKPACK

Smart tech backpacks combine everything that you need .you can carry this bag to anywhere
you want. having one bring you convenience and gives you peace of mind .the other features
of this product is power bank ,inside light, missing item reminder, alarm, real time GPS
tracking, anti-theft alarm…etc.

Cost- For the smart backpacks included in this list, expect to pay somewhere between $100-
$500, depends on the variant.

MISSION OF CROCS

To bring profound comfort, fun and innovation to the world’s feet.

To become the global leader in sustainable footwear, apparel and accessories while ensuring
that four pillars, authenticity, responsibility and community resonate throughout our
company, products, associates and actions.

VISION OF CROCS

Everyone comfortable in their own shoes

CORE COMPETENCIES OF CROCS

 Highly flexible supply chain

 Strong distribution and warehousing
 Contracts and relationship with manufacturers
 Global manufacturing facilities
 Full control of their intellectual property
GOALS OF CROCS SMART BACKPACK

 To provide a complete travel companion.

 Comfortable and convenient backpack for travel enthusiasts.
 Render technological service and support to users.

SITUATION ANALYSIS

SWOT ANALYSIS OF CROCS SMART TECH BACKPACK

Strengths:
The crocs have emerged as a trustworthy brand among the customers in terms of quality and
utility of the product. The smart backpack is launched as a high value product which meets
the requirements of premium customers. The product renders the customers with ease of use,
light and durable and highly sophisticated product for its customers. The smart tech backpack
will benefit from the optimum manufacturing control and supply chain management of the
company. Just-in -time inventory management enables the product design to be customized
as per the demand.

Weaknesses:
Being a premium product, the smart tech backpacks does not provide necessary incentives to
the distribution channel members. This discourages retailers from pushing the product to the
customers. Being a new product, this can lead to lower market exposure for the product.

Opportunities:
Even though Crocs smart tech backpacks are initially launched as a premium brand, there
exist an opportunity for the product to render its products to non-premium markets. Crocs can
also launch products in other markets such as adventure and sports. For the existing product
offerings, crocs can offer the customers the option for customization in terms of size, color,
facilities and so on.

Threats:
As crocs address only the premium markets, there are high chances of duplication of the
product in the non-premium market with slight modifications. Croc is also prone to fierce
competition from counterfeit products which are available at much lower price. Smart
backpacks can have a major threat of lack of acceptability as it is a product-line extension
from its footwear market.

By:

ABIN P JOSEPH

P19165

PGDM B