Final project for New Media Drivers License

1. Roxy Marketing Strategy
By: Rachel Schoen

2. Brand Background
• American brand started in 1990 initially as female clothing line
• Stems from quiksilver inc, a mens surfing and snowboarding line
• Niche markets including surfing, snowboarding, swimwear
“Fun and alive, naturally
beautiful, daring and
confident.”
-Roxy

3. Competition

4. Challenges and Goals
• “We operate in markets that are highly competitive, and our ability to evaluate and
respond to changing consumer demands and tastes is critical to our success. If we are
unable to remain competitive and maintain our consumer loyalty, our business will be
negatively affected.” (2010 annual report)
• One of Roxy’s goals is to focus on core marketing initiatives through major athletes which
drive their marketing and connect them to core consumers
(2010 annual report
• Roxy’s main demographic are young people, which are the ones who drive social media
and Roxy is successful in that department

5. Challenges and Goals
• Goals:
-I suggest that Roxy continues to maintain a positive relationship with users on
social media networks and Roxy blog
-Keep searching for the newest and best athletes that embody the Roxy spirit to
drive marketing initiatives
-Continue to make new business ventures which include collaboration and product
line extensions

6. SWOT Analysis
Strengths Opportunities
-Well established brand in niche market -Roxy blog and social networks are outlets
-Well connected in social network for special deals
markets -collaborations with major brands
Weaknesses Threats
-negative attention because of lawsuits -tough competition, especially in surfing and
and recalls snowboarding markets
-US economy trying to recover from recession
-no marketing in television medium
-foreign currency exchange rates negatively
affecting business

7. Media outlets
• Facebook
• Twitter
• Youtube
• Myspace
• Roxy blog
• flickr

8. Evaluation of Success
• To measure Roxy’s success in social networking and SEO, I would suggest using
Google Adwords and Analytics for SEO to easily measure top
keywords, demographic, click through rate, which allow you to change or improve what
you’re doing.
• To measure social media I would suggest using websites like trends.com or
tweetreach.com, which allows you to track tweets and evaluate response to brand.
• Radian6.com measures all social media outlets

9. Timeline

10. Budget
• The 2011 Quartly Fiscal report says revenues grew 14% compared to last
year.
• A percentage of these revenues could be used to drive a new campaign for
their new winter wear and continue to sell their snowboards for this winter
season.
• Small percentage should be used for Google Adwords where Roxy is not #1
• All other campaigns are virtually free because Roxy utilizes their social
networks to their fullest potential.