MY COMPANY IS: CROCS

THE COMPETITORS: NIKE AND ADIDAS

MY TARGET MARKET: Nicolas is a 18-24-year-old male fashion designer of White-Asian Australian nationality, residing in an apartment in Sydney city. He has an annual income ranging from $70,000 to $100,000 and holds a bachelor's degree in art design. Nicolas drives a Mazda MX5 and is a member of a sneaker club, indicating his interest in fashion and footwear. He places importance on dressing well and seeking attention through his outfits. Nicolas enjoys going to the beach, attending fashion events, and exploring unique and innovative products. He is motivated to stay updated on fashion trends and is open to trying out different brands, especially those focusing on sustainability and social responsibility. Nicolas is part of the "Young Optimism" group, emphasizing his forward-thinking and creative nature.

THESE ARE MY GOALS AND OBJECTIVES:

MARKETING GOAL 1: TO ESTABLISH CROCS AS ONE OF THE LEADING BRANDS IN SUSTAINABLE AND FASHIONABLE IN THE FOOTWEAR INDUSTRY BY 2025"

OBJECTIVE 1: To increase brand awareness among the target market by 30% within two years through digital marketing campaigns and collaborations.

OBJECTIVE 2: TO ACHIEVE A 20% INCREASE IN SALES TO THE TARGET MARKET WITHIN THE NEXT YEAR BY ESTABLISHING A STRONG PRESENCE AMONG YOUNG AND FASHION CONSCIOUS CONSUMERS THROUGH PERSONALISED PRODUCT RECOMMENDATION AND LOYAL REWARD PROGRAMS

SUSTAINABILITY OBJECTIVE A3: TO TRANSLATE 30% OF OUR FOOTWEAR PRODUCT LINE TO SUSTAINABLE MATERIALS WITHIN THE NEXT 3 YEARS BY INCORPORATING SUSTAINABLE MATERIALS THROUGH RESPONSIBLE SOURCING AND INNOVATIVE PRODUCTION METHODS.

INNOVATION OBJECTIVE A4: TO INCREASE SALES IN NEW INNOVATIVE FOOTWEAR PRODUCT LINE BY 20% FOR THE NEXT 3 YEARS THROUGH TARGETED MARKETING CAMPAIGNS, PARTNERSHIPS.

MY MARKETING GOAL 2: TO ESTABLISH CROCS AS THE PREMIER CHOICE FOR FASHION-FORWARD CONSUMERS, SOLIDIFYING OUR BRAND AS THE ICONIC FOOTWEAR OF THE YEAR AND CONSISTENTLY INFLUENCING INDUSTRY TRENDS AND STANDARDS THROUGH INVENTIVE PRODUCT OFFERINGS, CAPTIVATING MARKETING INITIATIVES AND COSTUMER EXPERIENCES.

OBJECTIVE 1: TO INCREASE THE CUSTOMER SATISFACTION BY 25% THROUGH DEVELOPING A PERSONALISED RECOMMENDATION SYSTEM WITHIN ONE YEAR.

OBJECTIVE 2: TO INCREASE CUSTOMER RETENTION 20% WITHIN 2 YEARS THROUGH LOYALTY PROGRAMS AND EXCLUSIVE EVENTS.

SUSTAINABILITY OBJECTIVE A3: To increase the participation in our customer-driven sustainability program to encourage and reward eco-friendly behaviors through recycling old Crocs program with a target of 25% customer participation within two years.

INNOVATION OBJECTIVE A4: TO INCREASE 30% CUSTOMER INTERACTION IN OUR APP BY 25% THROUGH OUR NEW CUSTOMISATION FEATURES WITHIN 2 YEARS.

QUESTION: As you are the CMO (Chief Marketing Officer) for the company you have used for your Marketing Plan, your CEO wants to know how you have developed your marketing strategy and why you think it will work against your competitors. Also discuss how you have integrated CSR and innovation into your strategy (if relevant)"