Crocs Imc Plan

Executive Summary

The company chosen for this assignment will be the Crocs, the product will be an adjustable high heels. The company will be analyzing based on their internal and external analysis which includes competitors, environment, consumers, market segmentation, targeting and positioning. Besides that a budget of RM 1 million will be given to spend for implementing the marketing channel within a 12 months period

Table of Content

No. | Title | Page No. |

1 | Executive Summary | 1 |

2 | Introduction | 3-4 |

3 | Situational Analysis | 5-8 |

4 | Creative Strategy | 9 |

5 | Campaign Objective & IMC Mix | 9-11 |

6 | Media Choice | 12-13 |

7 | Synergy between Media & Scheduling | 14 |

8 | Costing | 15 |

9 | Conclusion | 16 |

10 | References | 17 |

I. Introduction

About Crocs

Crocs were founded in Boulder, Colo in the year of 1999. Project a simple, comfortable boat shoe image, Crocs footwear comes along with 120 styles and more for men, women and children. Colorful, lightweight comfort for all kind of occasion and all season has become Crocs distint collections & trademark. (About Crocs, 2012)

All Crocs shoes are special designed and manufactured with the company's proprietary closed-cell resin- Croslite, an unique technology that makes each pair of shoes with soft, comfortable, lightweight, non-marking and odor-resistant qualities. Crocs footwear is ideally for casual wear, as well as for professional use and recreational activities. (About Crocs, 2012)

Crocs footwear products are divided into four category, they are Core, Active, Casual and Style. The Core product offering primarily includes moulded products that are derivatives of the original Crocs Classic designs and is targeted toward a wide range of consumers. The Active product offering is comprised of footwear intended for healthy living and includes sport-inspired products and footwear suited for activities such as boating, walking, hiking and even...