N M D L P R E S E N TAT I O N B Y H E AT H E R N Y K A M P
FACTS ABOUT ROXY• Founded in 1989, Roxy was launched by the male brand Quiksilver.• Roxy is a high-end apparel company that also sponsors professional athlets.• Roxy was created for the lovers of board sports but has expanded its fan-base.
• They know their audience• Consistent but not monotonous• Bright, intriguing, dynamic advertising• Relates to a large group of people• Play to girl’s need for adventure
WHAT IS A ROXY GIRL?Roxy is colorful, bright, an d youthful.It is for active, adventuro us young women and girls.Target audience is females between the ages of 12-24They have two separate lines for girls and adults
ROXY PRODUCTS • Clothing • swimwear • Snowboards etc. • Surfboards etc. • Home goods • Shoes • Fragrance
THE NEXT STEP While Roxy uses social media sites, they can improve. • They have 2.2 million likes on Facebook • Competing with Billabong • Draw in more likes • Create reasons to stay on the page and interact • Increase time spent on Roxy sites • Tap into smartphone potential (make Roxy mobile)
HOW TO MEET GOALS: DEVELOP APPS1. Developing an interactive game.User will spend more time on site(more likely to link to products)
HOW TO MEET GOALS: DEVELOP APPS2. Develop way for user to try on clothing on mobile device (phone or tablet)User will be more likely to make purchase. Shopping will be easy andpersonal
• It is proven that repetitionINCREASE EXPOSURE increases liking • Get name out by increasing sponsored events • Increase partnership with other companies • Stream events live on YouTube as well as Instagram photos • Trend on twitter by using event exposure
SPONSOR MORE ATHLETES• Roxy already sponsors top athletes• By making more appearances at an invitational or the x-games Roxy can become more desirable.• The Roxy name will be attached with trophies and medals• Athletes can be celebrities
ANNUAL MARKETING PROFIT GOALImprovements by December 2013Monitor:• Online traffic• Use of keywords• New followers on social networking sites• Increase in online purchases• Amount of downloaded apps
MARKETING PLAN: SUMMARY • Increase social media presence • Use apps • Use events, sponsorship, and partners • Use athletes This will increase Facebook, Twitter, Instagram, and YouTube following and will direct traffic to Roxy site or blog.