Rockport Business Plan Concept

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This is a mid term project of Business Plan Development subject in my campus. in this slide, I and my group members tried to present about Rockport shoes business plan including the history, marketing mix, competitor, etc

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Rockport Business Plan Concept

  1. 1. Company Analysis November 16,2011President University, 4th Floor
  2. 2. Group 3. Team Members1. 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)
  3. 3. 1. The Company2. Industry Analysis3. Competition Analysis4. General Business Strategy5. Tactics6. Print Ads7. TV Commercial8. Conclusion and Recommendation
  4. 4. The Rockport Company• The Rockport Company is a manufacturer of shoes based in Canton, Massachusetts. Founded in Marlborough, Massachusetts in 1971 by Bruce Katz, the company produces footwear and operates stores in the United States and 66 countries around the world. It was purchased in 1985 by Reebok, today a subsidiary of German shoe company Adidas.
  5. 5. Product History 1990 Rockport vice president, Tony 1982 Post, runs the NYC Marathon in Rockport 1983 1993 DresSports®, a 1971 creates its first Rockport Climbers truestest of theBruce and Saul line of woman launches wearing productKatz found the shoes. DresSports®,the Rockport remarkable Rockport first ever classic cushioning and Umbwe Trail company. dress shoe support reach the top of Began selling engineered Mt. Kilimanjaroshoes from the with an athletic back of their sole van
  6. 6. Product History 2006 Rockport is acquired by adidas, which 2010 2005 allow access to Rockport continues Rockport technologies like its tradition of introduce adiPRENE® and combiningwashable boat Torsion®. contemporary styleshoesfor both and engineered man and comfort to enable women. people to do more, be more, and live more.
  7. 7. Group of Companies
  8. 8. World Market ShareTaylor Rockport CCM SalesMade 2% Hockey 8% 2% Reebok 16% Adidas 72%
  9. 9. IndustryAnalysis Industry Map Consumer Cross-Link Analysis Strategy Future Hot News Analysis
  10. 10. IndustryAnalysis Industry Map Consumer Cross-Link Analysis Strategy Future Hot News Analysis
  11. 11. INDUSTRY MAP OFFEMALE FOOTWEAR Types Comfort Price Brand
  12. 12. TypesSource: www.packagedfacts.com
  13. 13. TypesSource: www.packagedfacts.com
  14. 14. Comfort• Results from a small research from 60 female students randomly (15 Chinese, 20 Vietnamese, 25 Indonesian) 8% 12% Comfort Style 80% Dont care Research from 60 female PU students
  15. 15. Price
  16. 16. Brands Source: www.packagedfacts.com
  17. 17. IndustryAnalysis Industry Map Consumer Cross-Link Analysis Strategy Future Hot News Analysis
  18. 18. Customer’s characteristics• 92% of Indonesian have more than a pair of 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. Sources: www.drciprian.com
  19. 19. Source: www.packagedfacts.com
  20. 20. Source: www.packagedfacts.com
  21. 21. IndustryAnalysis Industry Map Consumer Cross-Link Analysis Strategy Future Hot News Analysis
  22. 22. Hot news - World1. Rockport global campaign taps mobile marketing across 30 countrieshttp://www.mobilemarketer.com/cms/news/advertising/7666.html2. Rockport Company Reports Sales Results for the First Quarter Ended March 31, 2011http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=439 59773. The Rockport Company, LLC Plans to Relocate to Spartanburg, S.C., in Decemberhttp://investing.businessweek.com/businessweek/research/stocks/private/snapshot.asp? privcapId=43959774. Zenta and Rockport Team Up to Offer Comprehensive Underwriting Solutionhttp://finance.boston.com/boston/news/read?GUID=170317625. Reebok and Adidas: A Good Fithttp://www.businessweek.com/bwdaily/dnflash/aug2005/nf2005084_8340.htm
  23. 23. Hot news - Indonesia1. INDONESIA: Adidas and Nike shoes makers relocatehttp://www.just-style.com/news/adidas-and-nike-shoes-makers- relocate_id108362.aspx2. Indonesia footwear industry facing brighter prospectshttp://www.kbrisingapura.com/news_2106_2009_1.php?lang=eng
  24. 24. IndustryAnalysis Industry Map Consumer Cross-Link Analysis Strategy Future Hot News Analysis
  25. 25. 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
  26. 26. IndustryAnalysis Industry Map Cross-Link Consumer among Analysis Industries Strategy Future Issues / Hot Analysis News
  27. 27. Retail Stores FootwearE-commerce Financial Institutions
  28. 28. Retail Stores
  29. 29. Retail Stores FootwearE-commerce Financial Institutions
  30. 30. FinancialInstitutions
  31. 31. Retail Stores FootwearE-commerce Financial Institutions
  32. 32. E-commerce
  33. 33. Business Level Based on Market Shareand 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 students buyersupport@nextag.com
  34. 34. Direct Competitor Rockport General Geox Comparison 1971 Since 1995 USA Established in Italy Walkability Tagline BreathabilityHandbags, Shoe care, Product Range Coat, Jacket, Vest Laces, Socks, Wallet, Beltswww.rockport.comwww.geox.com
  35. 35. Specific Comparison by Price Range1,4 million Rupiah1,2 million Rupiah1 million Rupiah800 Thousand Rupiah700 Thousand Rupiah
  36. 36. Specific Comparison Vs. Competitor Vs. Grace Bow Pump Geox D Taylor 5 (7 to 7)Source: www.rockport.com www.geox.com
  37. 37. Vs. Rockport (Grace Bow Pump) Specific Comparison Geox (D Taylor 5) Adiprene by Adidas, Extra- Breathability, Waterproof, HeatWides, Hydro-Shield Waterproof, Technology Regulation, Lightness truWALK 1,290,000 IDR Price 1,275,000 IDR Heels, Boots, Sandals, Flats, Boots, Heels, Loafers, Sneakers & Athletic Shoes, Flats, Clogs & Mules, Loafers, Type of Shoes Sandals, Sneakers & Athletic Shoes, Oxfords, Boat Shoes Oxfords, Boat Shoes Women and men Product Users Women, men and kids Lifestyle Awards in Asia 2010 Awards No AwardsSource: www.asiamiles.com
  38. 38. Vs. Rockport (Grace Bow Pump) Specific Comparison Geox (D Taylor 5) Adiprene by Adidas, Extra- Breathability, Waterproof, HeatWides, Hydro-Shield Waterproof, Technology Regulation, Lightness truWALK 1,290,000 IDR Price 1,275,000 IDR Heels, Boots, Sandals, Flats, Boots, Heels, Loafers, Sneakers & Athletic Shoes, Sandals, Sneakers & Athletic Flats, Clogs & Mules, Loafers, Type of Shoes Shoes, Oxfords, Sandals, Boat Oxfords, Boat Shoes Shoes Women and men Product Users Women, men and kids Lifestyle Awards in Asia 2010 Awards No AwardsSource: www.asiamiles.com
  39. 39. Rockport’s Promotion in Indonesia
  40. 40. Geox’s Promotion in Indonesia
  41. 41. Marketing Mix Marketing Analysis Products Price Promotion PlaceSource: www.adidas-group.com
  42. 42. Products Core Product Categories TechnologySpecialities Line Seven to 7 truWALK™ Man Weekend Leather Walk Dry™ Chic footwear Downtown Woman adiPRENE™ Cool
  43. 43. 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
  44. 44. Place• 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
  45. 45. PricePrice Range• IDR 700,000 until IDR 2,000,000Discount 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 )
  46. 46. PricePayment Method• Cash Buy online, on the store• Installment Buy use credit card such as Citibank, visa, master card
  47. 47. Price Discount Model • Rebates Discount
  48. 48. Price Discount Model (Cont’d) • Cash Discount
  49. 49. STP Analysis Segmenting Targeting DemographicGender Men, WomenIncome > IDR 10.000.000,-Occupation Professional, Middle – Upper ManagerialSocial Class Middle Class - Upper Middle ClassAge 25 – 50 years old PsychographicLife Style Esteem seeker, active, and well-educated GeographicRegion Metropolitan – Urban area BehavioralLoyalty Status Hard-core brand loyal
  50. 50. STP Analysis• Positioning - Comfortable - Stylish - Contemporary - World-Class - Innovative
  51. 51. Triangle of Brands Top of Mind Charles & Keith, Zara, Yongki Komaladi Clarks, Hush Puppies, Marie Brand Recall Claire, NineWest, Bucherry, Elizabe thBrand Recognition Rockport, Geox, Everbest, Triset, Connexion , Andre ValentinoUnaware of Brand Princess, Forever21, Heatwave, Su mmit, Vinchi
  52. 52. Locking Brand Identity (Present) • Excellent on Quality
  53. 53. Locking Brand Identity (Present)• Product’s Greatness
  54. 54. Locking Brand Identity (Future) • Increase Brand‟s Awareness  Increase brand uniqueness  Increase promotions • Publish Product‟s History
  55. 55. Improving Sales (Present)• Creating More Product’s TypeBoots PumpsFlats Sneakers
  56. 56. Improving Sales (Present)• Creating Product’s Innovation adiPRENE  truwalk
  57. 57. Improving Sales (Present)• Make Special Offers
  58. 58. Improving Sales (Future) • Create More Product‟s Line  Rockport for Kids • Influence Customer to Buy More Often  Monthly special offers
  59. 59. Maintaining Customer Loyalty(Present)• Publish Consumers Experience
  60. 60. Maintaining Customer Loyalty (Present)• Creating Events
  61. 61. Maintaining Customer Loyalty (Present)• Contact Regularly
  62. 62. Maintaining Customer Loyalty (Future) • Create Community  The Rockport Ladies • Enhancing After-Sales Service
  63. 63. Repositioning
  64. 64. Repositioning
  65. 65. Repositioning“NEW” Image :- “Comfort to Go”- “You Should be In Our Shoes”- “The differences Inside”- “Walkability”
  66. 66. Rules and Regulation
  67. 67. Blue Ocean Strategy 1st to use advancematerials andtechnologies intraditional shoes forlightweight comfort
  68. 68. Blue Ocean Strategy The first to engineer walking comfort in dress and casual shoes. They pioneered the linkage between performance and style that todays consumers have come to expect. Theyve 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
  69. 69. Brand Ambassador (Future) Select an Indonesian woman figure whose characters and popularity are strong in influencing people.
  70. 70. Fix Marketing Mix (Future) 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.
  71. 71. Repositioning Tagline – Walkability Timeless Enjoyment
  72. 72. Present Print Ads
  73. 73. Future Print Ads (Philip Kotler)
  74. 74. Future Print Ads (Philip Kotler)
  75. 75. Future Print Ads (Jay Abraham)
  76. 76. Publicity Event
  77. 77. 7TV Commercial
  78. 78. 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
  79. 79. 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.
  80. 80. Recommendation• Increase the brand awareness of Rockport in Indonesia by enhancing promotional strategy.
  81. 81. Question ?
  82. 82. Thank You Thank YouThank You
  83. 83. Made in Partial Fulfillment of Business Plan Development Mid Term Presentation BF BATCH 2009 November 2011

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