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Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
Rockport Business Plan Concept
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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 …

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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  • 1. Company Analysis November 16,2011President University, 4th Floor
  • 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. 1. The Company2. Industry Analysis3. Competition Analysis4. General Business Strategy5. Tactics6. Print Ads7. TV Commercial8. Conclusion and Recommendation
  • 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. 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. 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. Group of Companies
  • 8. World Market ShareTaylor Rockport CCM SalesMade 2% Hockey 8% 2% Reebok 16% Adidas 72%
  • 9. IndustryAnalysis Industry Map Consumer Cross-Link Analysis Strategy Future Hot News Analysis
  • 10. IndustryAnalysis Industry Map Consumer Cross-Link Analysis Strategy Future Hot News Analysis
  • 11. INDUSTRY MAP OFFEMALE FOOTWEAR Types Comfort Price Brand
  • 12. TypesSource: www.packagedfacts.com
  • 13. TypesSource: www.packagedfacts.com
  • 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. Price
  • 16. Brands Source: www.packagedfacts.com
  • 17. IndustryAnalysis Industry Map Consumer Cross-Link Analysis Strategy Future Hot News Analysis
  • 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. Source: www.packagedfacts.com
  • 20. Source: www.packagedfacts.com
  • 21. IndustryAnalysis Industry Map Consumer Cross-Link Analysis Strategy Future Hot News Analysis
  • 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. 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. IndustryAnalysis Industry Map Consumer Cross-Link Analysis Strategy Future Hot News Analysis
  • 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. IndustryAnalysis Industry Map Cross-Link Consumer among Analysis Industries Strategy Future Issues / Hot Analysis News
  • 27. Retail Stores FootwearE-commerce Financial Institutions
  • 28. Retail Stores
  • 29. Retail Stores FootwearE-commerce Financial Institutions
  • 30. FinancialInstitutions
  • 31. Retail Stores FootwearE-commerce Financial Institutions
  • 32. E-commerce
  • 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. 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. Specific Comparison by Price Range1,4 million Rupiah1,2 million Rupiah1 million Rupiah800 Thousand Rupiah700 Thousand Rupiah
  • 36. Specific Comparison Vs. Competitor Vs. Grace Bow Pump Geox D Taylor 5 (7 to 7)Source: www.rockport.com www.geox.com
  • 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. 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. Rockport’s Promotion in Indonesia
  • 40. Geox’s Promotion in Indonesia
  • 41. Marketing Mix Marketing Analysis Products Price Promotion PlaceSource: www.adidas-group.com
  • 42. Products Core Product Categories TechnologySpecialities Line Seven to 7 truWALK™ Man Weekend Leather Walk Dry™ Chic footwear Downtown Woman adiPRENE™ Cool
  • 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. 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. 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. PricePayment Method• Cash Buy online, on the store• Installment Buy use credit card such as Citibank, visa, master card
  • 47. Price Discount Model • Rebates Discount
  • 48. Price Discount Model (Cont’d) • Cash Discount
  • 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. STP Analysis• Positioning - Comfortable - Stylish - Contemporary - World-Class - Innovative
  • 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. Locking Brand Identity (Present) • Excellent on Quality
  • 53. Locking Brand Identity (Present)• Product’s Greatness
  • 54. Locking Brand Identity (Future) • Increase Brand‟s Awareness  Increase brand uniqueness  Increase promotions • Publish Product‟s History
  • 55. Improving Sales (Present)• Creating More Product’s TypeBoots PumpsFlats Sneakers
  • 56. Improving Sales (Present)• Creating Product’s Innovation adiPRENE  truwalk
  • 57. Improving Sales (Present)• Make Special Offers
  • 58. Improving Sales (Future) • Create More Product‟s Line  Rockport for Kids • Influence Customer to Buy More Often  Monthly special offers
  • 59. Maintaining Customer Loyalty(Present)• Publish Consumers Experience
  • 60. Maintaining Customer Loyalty (Present)• Creating Events
  • 61. Maintaining Customer Loyalty (Present)• Contact Regularly
  • 62. Maintaining Customer Loyalty (Future) • Create Community  The Rockport Ladies • Enhancing After-Sales Service
  • 63. Repositioning
  • 64. Repositioning
  • 65. Repositioning“NEW” Image :- “Comfort to Go”- “You Should be In Our Shoes”- “The differences Inside”- “Walkability”
  • 66. Rules and Regulation
  • 67. Blue Ocean Strategy 1st to use advancematerials andtechnologies intraditional shoes forlightweight comfort
  • 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. Brand Ambassador (Future) Select an Indonesian woman figure whose characters and popularity are strong in influencing people.
  • 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. Repositioning Tagline – Walkability Timeless Enjoyment
  • 72. Present Print Ads
  • 73. Future Print Ads (Philip Kotler)
  • 74. Future Print Ads (Philip Kotler)
  • 75. Future Print Ads (Jay Abraham)
  • 76. Publicity Event
  • 77. 7TV Commercial
  • 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. 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. Recommendation• Increase the brand awareness of Rockport in Indonesia by enhancing promotional strategy.
  • 81. Question ?
  • 82. Thank You Thank YouThank You
  • 83. Made in Partial Fulfillment of Business Plan Development Mid Term Presentation BF BATCH 2009 November 2011

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