Marketing mix
The footwear of Crocs is designed for broad appeal across income brackets, ages and
genders. The focus of crocs is on the lightweight and comfort of the shoes. This is the reason
for success. This core value for the customer is translated into a marketing mix of the 4 P’s:
product, price, promotion, and place.
Product
Crocs offer a variety of different shoewear, such as clogs, loafers, flip-flops, sneakers, and
boots. The first and most famous shoes of Crocs are Crocs Clogs. Clogs are the easy and
comfortable shoes in bright colours for all genders. Clogs are made of the Croslite material
that makes the shoe lightweight, comfortable, odour resistant and shock absorbing.
Furthermore, the clogs contain holes on the front side of the shoe that ensures ventilation.
To decorate the clogs, Crocs developed Jibbitz. Jibbitz is an embellishment that can be
placed in a hole in the shoe. A Jibbitz can be easily put on and off. Because of the fun figures
and shapes, Jibbitz is very attractive to children.
Besides the Clogs, Crocs broadened its product line with casual shoes, like sneakers and
shoes with heels. This way, Crocs offers products to customers for every occasion. For
example, Crocs added YOU by Crocs to its line. The target audience for You crocs are
women with an age of 25-50. The line consists of high heels, boots, and casual shoes. Still,
the focus lies on the core value comfortableness, but to these shoes, the values fashion and
beauty are added.
Also, Crocs added Ocean Minded to the company, to create a line focussed on outside
activities. This line contains hiking boots, flip-flops, water sports shoes and golf shoes.
Price
Crocs choose for the image ‘affordable but not cheap’, so the target audience is the middle
class. The price of Crocs differs from 30 to 80 dollars. The regular clogs are 30 dollars and
the casual shoes are more expensive. The price of Crocs is very consistent. For example,
price discounts are not common for Crocs.
A weakness of this price strategy can be that imitators produce the same kind of shoe and
sell it for 5 dollars, instead of 30. Crocs is counting on the image of quality and more
exclusive than imitators of its shoes.
Place
Crocs are sold in three different ways. The first way is thru wholesalers. In for example shoe
stores and sporting goods stores crocs are being sold. A majority of 60 percent of all crocs
are sold this way according to the market plan of Crocs.
Another manner of the sales is selling on the online website. 10 percent of the crocs are
being sold online. The last 30 percent of the sales are done by Crocs own retail stores. There
are 11000 retail stores located around the world.
Promotion
The goal of promotion for Crocs is to create long-lasting relationships with customers.
Besides that, Crocs wants to keep a positive image of the shoes, instead of the anti-crocs
association. A way of promotion for Crocs is advertising on television and in magazines.
This shows that Crocs has a clear plan for its marketing. The most important aspects are that
Crocs wants to keep delivering value to its customers and that Crocs wants to keep a
