Company AnalysisNovember 16,2011
President University, 4th Floor
Group 3.
Team Members
1. Hesty Oktariza (014200900073)
2. Intan Suhartini (014200900077)
3. Nguyen Thi Huyen Trang (014200900111)
4. Renate Shafrila D.P (014200900131)
5. Rista Marliyani (014200900197)
6. Sabrina (014200900139)
1. The Company
2. Industry Analysis
3. Competition Analysis
4. General Business
Strategy
5. Tactics
6. Print Ads
7. TV Commercial
8. Conclusion and
Recommendation
The Rockport Company
• The Rockport Company is a manufacturerof shoes based in Canton, Massachusetts. Founded
in Marlborough, Massachusetts in 1971 by BruceKatz, the company produces footwear and
operates stores in the United States and 66countries around the world. It was purchased in1985 by Reebok, today a subsidiary of German
shoe company Adidas.
Product History
1971Bruce and Saul Katz found the
Rockport company.
Began selling shoes from the
back of their van
1982Rockport
creates its first line of woman
shoes.
1983Rockport launches
DresSports®,thefirst ever classic
dress shoe engineered
with an athletic sole
1990Rockport vice
president, Tony Post, runs the
NYC Marathon in DresSports®, a truestest of the
product remarkable
cushioning and support
1993Climbers wearing Rockport
Umbwe Trail reach the top of Mt. Kilimanjaro
2005Rockport introduce
washable boat shoesfor both
man and women.
2006Rockport is acquired by
adidas, which allow access to
technologies like adiPRENE® and
Torsion®.
2010Rockport continues
its tradition of combining
contemporary style and engineered
comfort to enable people to do
more, be more, and live more.
Product History
Group of Companies
Adidas72%
Reebok16%
Taylor Made
8%
Rockport2%
CCM Hockey
2%
Sales
World Market Share
Industry
Analysis Industry Map
Consumer Analysis
Hot NewsFuture
Analysis
Cross-Link
Strategy
Industry
Analysis Industry Map
Consumer Analysis
Hot NewsFuture
Analysis
Cross-Link
Strategy
INDUSTRY MAP OF
FEMALE FOOTWEARTypes
Comfort
Price
Brand
Types
Source: www.packagedfacts.com
Types
Source: www.packagedfacts.com
• Results from a small research from 60 female students randomly (15 Chinese, 20 Vietnamese, 25 Indonesian)
Research from 60 female PU students
80%
12%8%
Comfort
Style
Don't care
Comfort
Price
Brands
Source: www.packagedfacts.com
Industry
Analysis Industry Map
Consumer Analysis
Hot NewsFuture
Analysis
Cross-Link
Strategy
• 92% of Indonesian have more than a pairof shoes.
• Reasons for buying non – athletic shoes
- For demand
- For style
- For appearance
• All ages need to use footwear products
• People use shoes all the time, around 12
hours/day.
Customer’s
characteristics
Sources: www.drciprian.com
Source: www.packagedfacts.com
Source: www.packagedfacts.com
Industry
Analysis Industry Map
Consumer Analysis
Hot NewsFuture
Analysis
Cross-Link
Strategy
Hot news - World1. Rockport global campaign taps mobile marketing across 30 countries
http://www.mobilemarketer.com/cms/news/advertising/7666.html
2. Rockport Company Reports Sales Results for the First Quarter Ended March 31, 2011
http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=439
5977
3. The Rockport Company, LLC Plans to Relocate to Spartanburg, S.C., in December
http://investing.businessweek.com/businessweek/research/stocks/private/snapshot.asp?
privcapId=4395977
4. Zenta and Rockport Team Up to Offer Comprehensive Underwriting Solution
http://finance.boston.com/boston/news/read?GUID=17031762
5. Reebok and Adidas: A Good Fit
http://www.businessweek.com/bwdaily/dnflash/aug2005/nf2005084_8340.htm
Hot news - Indonesia
1. INDONESIA: Adidas and Nike shoes makers relocate
http://www.just-style.com/news/adidas-and-nike-shoes-makers-
relocate_id108362.aspx
2. Indonesia footwear industry facing brighter prospects
http://www.kbrisingapura.com/news_2106_2009_1.php?lang=eng
Industry
Analysis Industry Map
Consumer Analysis
Hot NewsFuture
Analysis
Cross-Link
Strategy
Future Analysis
• The market is estimated at over US $70 billion
• Comprise more than a fifth of total sales by 2014
• To be one of the winners in this industry by achieving
sustainable, profitable growth in the year to come.
• Expect earning per share to increase 10% to 15% in 2012
Sources: By Harriet Torry, Dow Jones Newswires
www.adidas-group.com
Industry
Analysis Industry Map
Consumer Analysis
Issues / Hot News
Future Analysis
Cross-Link among
Industries
Strategy
Footwear
Retail Stores
Financial Institutions
E-commerce
Retail Stores
Footwear
Retail Stores
Financial Institutions
E-commerce
Financial
Institutions
Footwear
Retail Stores
Financial Institutions
E-commerce
E-commerce
Business Level Based on Market Share
and Progressiveness
Nevada, Gosh, Bucherri, Charles & Keith
Kickers, Rohde, Marie Claire, Wimo
Guess, Zara, Rotteli, Nine West, Hush Puppies
Rockport, Geox, Everbest, Donini
Source: Field Survey of 80 female [email protected]
Direct Competitor
Rockport General
Comparison
Geox
1971 Since 1995
USA Established in Italy
Walkability Tagline Breathability
Handbags, Shoe care,
Laces, Socks, Wallet,
Belts
Product Range Coat, Jacket, Vest
www.rockport.com
www.geox.com
Specific Comparison by Price
Range 1,4 million Rupiah
1,2 million Rupiah
1 million Rupiah
800 Thousand Rupiah
700 Thousand Rupiah
Specific Comparison Vs. Competitor
Geox D Taylor 5Grace Bow Pump
(7 to 7)
Source: www.rockport.com
www.geox.com
Vs.
Source: www.asiamiles.com
Vs.Rockport (Grace Bow Pump) Specific Comparison Geox (D Taylor 5)
Adiprene by Adidas, Extra-Wides, Hydro-Shield Waterproof,
truWALKTechnology
Breathability, Waterproof, Heat Regulation, Lightness
1,290,000 IDR Price 1,275,000 IDR
Heels, Boots, Sandals,Sneakers & Athletic Shoes,
Flats, Clogs & Mules, Loafers,Oxfords, Boat Shoes
Type of Shoes Flats, Boots, Heels, Loafers,Sandals, Sneakers & Athletic Shoes, Oxfords, Boat Shoes
Women and men Product Users Women, men and kids
Lifestyle Awards in Asia 2010 Awards No Awards
Rockport (Grace Bow Pump) Specific Comparison Geox (D Taylor 5)
Adiprene by Adidas, Extra-Wides, Hydro-Shield Waterproof,
truWALKTechnology
Breathability, Waterproof, Heat Regulation, Lightness
1,290,000 IDR Price 1,275,000 IDR
Heels, Boots, Sandals,Sneakers & Athletic Shoes,
Flats, Clogs & Mules, Loafers,Oxfords, Boat Shoes
Type of Shoes
Flats, Boots, Heels, Loafers,Sandals, Sneakers & Athletic
Shoes, Oxfords, Sandals, Boat Shoes
Women and men Product Users Women, men and kids
Lifestyle Awards in Asia 2010 Awards No Awards
Vs.
Source: www.asiamiles.com
Rockport’s Promotion in Indonesia
Geox’s Promotion in Indonesia
Marketing Mix
Marketing Analysis
Products Price Promotion Place
Source: www.adidas-group.com
www.rockport. com
Products
TechnologyCategoriesProduct
LineCore
Specialities
Leather footwear
Man
Seven to 7 truWALK™
Weekend Chic
Walk Dry™
WomanDowntown
CooladiPRENE™
Promotions
• Promotion Objective
– To become a leading leather footwear brand in
the world through the innovative combination of
contemporary style and engineered comfort
• Promotion Mix
– Through the use of the internet
– Point of sale
– „Walkability‟ campaign
• Distributing some of the Rockport products
to the various shoes outlets
– E.g Athlete‟s Foot, Footgear
• Rockport Outlets
• Online purchasing through the internet
– Rockport.com, rockport.co.uk, onlineshoes.com,
amazon.com, shoes.com
Place
Price Range
• IDR 700,000 until IDR 2,000,000
Discount Holiday Warm-up sale $15 up to $75 plus free shipping
, no sale tax, free return and exchange, 100% price
guarantee, and 100% save purchase guarantee
(www.shoebuy.com)
Rockport Online Store 50% off second pair, shop online
using promotion code: 50% 2ND (www.shoesuperstore)
Discount Shoes Online : save 50% - 75% off
(www.6pm.com/shoes )
Price
Payment Method
• Cash
Buy online, on the store
• Installment
Buy use credit card such as
Citibank, visa, master card
Price
Price Discount Model
• Rebates Discount
• Cash Discount
Price Discount Model (Cont’d)
SegmentingDemographic
Gender
Income
Occupation
Social Class
Age
Targeting
Men, Women
> IDR 10.000.000,-
Professional, Middle – Upper Managerial
Middle Class - Upper Middle Class
25 – 50 years old
Psychographic
Life Style Esteem seeker, active, and well-educated
Behavioral
Loyalty Status Hard-core brand loyal
Geographic
Region Metropolitan – Urban area
STP Analysis
• Positioning
- Comfortable
- Stylish
- Contemporary
- World-Class
- Innovative
STP Analysis
Top of Mind
Brand Recall
Brand Recognition
Unaware of Brand
Charles & Keith, Zara, Yongki Komaladi
Clarks, Hush Puppies, Marie Claire, NineWest, Bucherry, Elizabe
th
Rockport, Geox, Everbest, Triset, Connexion , Andre Valentino
Princess, Forever21, Heatwave, Summit, Vinchi
Triangle of Brands
Locking Brand Identity (Present)
• Excellent on
Quality
• Product’s Greatness
Locking Brand Identity (Present)
Locking Brand Identity (Future)
• Increase Brand‟s Awareness
Increase brand uniqueness
Increase promotions
• Publish Product‟s History
• Creating More Product’s Type
Improving Sales (Present)
Boots Pumps
Flats Sneakers
• Creating Product’s Innovation
adiPRENE truwalk
Improving Sales (Present)
• Make Special Offers
Improving Sales (Present)
• Create More Product‟s Line
Rockport for Kids
• Influence Customer to Buy More
Often
Monthly special offers
Improving Sales (Future)
• Publish Consumers Experience
Maintaining Customer Loyalty(Present)
• Creating Events
Maintaining Customer Loyalty (Present)
• Contact
Regularly
Maintaining Customer Loyalty (Present)
• Create Community
The Rockport Ladies
• Enhancing After-Sales
Service
Maintaining Customer Loyalty (Future)
Repositioning
Repositioning
Repositioning
“NEW” Image :
- “Comfort to Go”
- “You Should be In Our Shoes”
- “The differences Inside”
- “Walkability”
Rules and Regulation
Blue Ocean
Strategy
1st to use advance
materials and
technologies in
traditional shoes for
lightweight comfort
The first to engineer walking comfort in dress and casual shoes.
They pioneered the linkage between performance and style that today's consumers have come to expect.
They've run the New York City Marathon, climbed Kilimanjaro, and sailed around the world showing our commitment to go the extra mile to make you smile
Blue Ocean Strategy
Brand Ambassador (Future)
Select an Indonesian
woman figure whose
characters and popularity
are strong in influencing
people.
Products- Sell Kid‟s shoes
Place - Distributing some of the Rockport products
to the various department store, such as
Sogo, Metro, and Debenhams
Promotion- Advertising commonly through the mass
media.
Fix Marketing Mix (Future)
Tagline
– Walkability Timeless Enjoyment
Repositioning
Present Print Ads
Future Print Ads
(Philip Kotler)
Future Print Ads (Philip Kotler)
Future Print Ads (Jay Abraham)
Publicity Event
7TV Commercial
Scenario of Future TV Ads
• Title : Rockport Timeless Enjoyment
• Product : Rockport Grace Bow Pump
• Tactics : Experiential Marketing
• Length : 1 Minutes 28 seconds
• Story : From day to night, Rockport provides
comfortability to support all activities of its user.
• Purpose : To describe the greatness of Rockport’s woman
shoes
Conclusion
• Under Adidas technology and its high quality technology, Rockport has been recognized as one of the leading brand in leather footwear. It is well known for comfortable and contemporary design. In the other hand, Rockport has not set a strong brand awareness in Indonesia.
Recommendation
• Increase the brand awareness of Rockport
in Indonesia by enhancing promotional
strategy.
Question ?
Thank
You
Thank
You
Thank
You
Made in Partial Fulfillment of Business Plan Development Mid Term
Presentation
BF BATCH 2009 November 2011
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