Quick. Can you name a brand that does not pay celebs? Yet celebs are happy to endorse it?
A brand that?s for men, women, kids? A brand that Matt Damon, Al Pacino, Ben Affleck flaunt with as much passion as do Kate Winslet, Teri Hatcher and Jennifer Garner?
That?s the charm of a pair of Crocs?colourful flip flops with holes in them?that look deceptively ordinary but have charmed consumers worldwide with their comfort and toughness. ?Crocs are a marketing phenomenon, not just in India, but across the world,? says a spokesperson for the Boulder, Colorado-based company. ?We currently retail in 40 countries in America, Europe, Africa and Asia Pacific in a wide array of colors and styles,? she reveals.
In India, the brand was launched earlier this year, at a price that had seemed beyond the average Joe?s budget. The basic kids? range starts at Rs 995 while a pair for an adult is priced at Rs 1,495 and above. But just like in other markets, it has started selling like hot cakes and has spawned an array of mee-toos, with ?made in China? tag priced in the range of Rs 250-400 and do you know what? Those are doing brisk business too!
When quizzed the Crocs management is not perturbed. The company is confident that the comfort in real Crocs will eventually speak for itself. The real brand is so lightweight that an adult pair weighs only 170 grams (6 ounces). And although the company spokesperson refuses to divulge financial details, reports are that the $400-million company plans to invest $1 million in 50 stores in the first year of their operations in India.
The exclusive outlets are located at JM Road, Pune, MGF Metropolitan mall, Gurgaon, Select City Walk, Saket, New Delhi, and Phoenix Mall and Linking Road, Mumbai. Besides, the brand is also hawked at 300 multi-brand stores in 30 cities.
Knowing how challenging its pricing strategy could be for a sensitive market like India, the company appointed Murali Desingh as deputy managing director in March this year. Desingh has experience in launching a slew of sports and fashion brands in Asia Pacific. A retail veteran of 17 years, he was instrumental in launching the Benetton brand in South India, Sri Lanka and the Maldives, and the Reebok in South India. He also launched the Skechers brand at concept stores in Malaysia, when he was the CEO for 360 Lifestyle, a subsidiary of Skechers USA.
In India, that has the dubious distinction of being the diabetes capital of the world, the company has launched Crocs Rx in three models?Relief (Rs 1,785), Cloud (Rs 1,795) and the super premium Silver Cloud (1,995). Crocs claims these have been developed by footwear specialists. The distribution channel for this range is different?through hospital vendors and direct selling to doctors. Studies abroad show that with Crocs, a user has to put in 62% less effort while standing than standing barefoot.
A big chunk of Crocs? budget goes in experiential marketing. ?Besides promotional activities at college festivals, we are also in talks with adventure tour companies and are doing radio-based promotions, such as the one on Children?s Day in New Delhi with Red FM,? she says. ?We also ran a month-long promotion with Cartoon Network. Through CN, we reached out to almost 3 lakh school kids,? she reveals.