Crocs Inc.
Many people consider crocs as a synonym for comfort. Crocs Inc. has established itself as a prominent face in the shoe manufacturing industry. The signature clogs manufactured and marketed by Crocs have gained worldwide acceptance from millions of customers. Apart from the trademark clogs, Crocs also sells an array of shoes, sandals, and boots. The company has successfully marketed its products across the masses and has established itself as a reputable brand in the footwear industry across the world. The company uses several marketing techniques to promote its products and boost sales. Here, let’s know about the Target Market of Crocs.
This article throws light on the target market of Crocs and the marketing strategy employed by Crocs to establish its presence in the market.
Target Market of Crocs
Defining a target market enables the business organization to identify the potential customer and their needs. A well-defined target market plays an important role in helping the firm to position its products in the market. Crocs Inc. has a well-defined target market and this has allowed the organization to develop a large customer base from the targeted audience. Crocs cater to a wider audience which constitutes the target markets of the organization. The target audience primarily consists of consumers below the age of 25 and the ones who are studying in schools and colleges. Many students choose crocs as their school shoes. The products are also targeted at consumers who wish to keep their feet comfortable after wearing formal shoes in their professional life. The effective targeting of consumers has enabled Crocs to make its customers loyal to the brand.
Marketing Strategy of Crocs
Employing an effective marketing strategy is an important prerequisite for an organization aiming to establish its brand name in the market and provide value to the customers. Crocs have engaged itself in opportunistic marketing to ensure that the footwear makes the customer feel satisfied. The organization aims to create consumer interest in its products so that more and more customers are attracted to the brand. Crocs identify the problems of the target audience and strive to solve these problems.
For instance, an individual feeling that his or her feet are tired and need comfortable shoes may opt for the trademark crocs clogs. Crocs offer limited products to the customers, so it becomes highly important to focus the marketing efforts towards attracting more and more customers toward the brand name. For this very purpose crocs, utilizing celebrity marketing strategy and marketing crocs footwear through celebrity endorsements help the organization to promote itself as a popular shoewear brand across the masses. Another important aspect of the marketing strategy used by Crocs is that the products are generally meant for customers within the upper-income class. The brand is presented as desirable for people with above-average income.
Conclusion – In hindsight, it can be said that Crocs has revived itself with its comprehensive marketing strategies. The marketing campaigns of the organization are focused on presenting crocs footwear as comfort providing and stylish. Moreover, Crocs has been quite successful in catering to its target market. The marketing strategies have led to an evident increase in the sales of Crocs footwear and have helped the organization to gain a competitive edge over its competitors. All in all the marketing strategies of Crocs have played a prominent role in making Crocs a household name across the world and ensured its success.
Frequently asked questions
Question 1. How important is it for a business organization to clearly define its target market?
Answer 1. A well-defined target market allows the organization to formulate its marketing policies in a better way. If the target market is well-defined, the marketing activities can be suitably aligned according to members of the target market. Clearly defined target market helps the organization in the following ways–
- The defining of the target audience can help the organization to build its focus towards identifying the needs of the audience and fulfill these needs through products or services on offer.
- Effective marketing campaigns can be designed to advertise the products and services.
- It presents a clearer picture to the organization as to where it should direct its marketing efforts.
Question 2. How can a marketing strategy backfire for the organization??
Answer 2. Marketing strategies are usually employed by organizations to advertise their products to a wide range of customers. However, if the marketing campaigns and advertising of products are in bad taste and viewers perceive them as non-ethical, such marketing campaigns can do more damage to the reputation of the organization rather than doing any good.
Question 3. Does the availability of funds affect the marketing strategies of an organization?
Answer 3. Employing effective and engaging marketing campaigns requires extensive financial resources at the disposal of the organization. So the availability of funds affects the magnitude of marketing strategies of a business organization.
