Crocodile is a men's fashion brand established in 1947 in Shanghai with a vision to be a market leader. It has expanded to 13 countries but lacks a niche product and brand significance. A new marketing strategy is proposed using the 7Ps framework, focusing on improving the physical store environment, employee training, and launching a promotional campaign with different stages including advertising, social media, and sponsoring fashion shows. Financial forecasts are included to analyze the strategy's revenue impact.

1. Crocodile
History
• Established in 1947
• Pioneer in Men’s Fashion
• Business has expanded to 13 countries
• Headquarters located at Shanghai
Vision
• To be the Market Leader in Fashion Industry

2. Macro Environment
• Political
• Economic
• Socio Cultural
• Technology
• Demographic
Micro Environment
• Competitors
• Customers

3. Internal Analysis
• No Niche Product
• Brand not Significant
• Revamped failed to create awareness
• Capital Assets
• Employees
• Material & Machines

4. Marketing Strategies (7Ps)
Products
• Competitors
• Packaging
Price
• Exchange Policy
• Extend to 30 Days
Place
• Flagship Store in Ngee Ann City

5. Marketing Strategies (7Ps)
Physical
Evidence
• Dressing rooms
• Decals states “I
LOVE CROCODILE”
• Waiting area
People
• Increase Employee
Training
• Improve Quality of
Service
Process
• Customer Service Process
• Warm Greetings
• Approach, Listen
• Meet Customer Expectation
• Thank You & Goodbye

6. Promotion
IMC Model

7. Crocodile Party Bus
Brand Ambassador
New Tag Line
“Once Bitten, You’re Hooked!”
QR Quotes/Loyalty Programme
New Tab
Stage 1:
Advertising

8. Stage 2: Conversation
Facebook

9. Stage 3: Experimental
• Fashion Show/Event Sponsorship
• Different Theme of the month

10. Stage 4: Personal
• 40% discount
• Complimentary Services
• Bank Tie Up
• Freebies
• E-commerce / Virtual Wardrobe

11. Financial Analysis

12. Revenue Forecast

13. Time Chart

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