ROXY CREAT

IVE

MARKETING P

LAN

N M D L P R E S E N T A T I O N B Y H E A T H E R N Y K A M P

FACTS ABOUT ROXY

• Founded in 1989, Roxy was launched by the male brand Quiksilver.

• Roxy is a high-end apparel company that also sponsors professional athlets.

• Roxy was created for the lovers of board sports but has expanded its fan-base.

ROXY’S C

URRENT

MARKETING

STRAT

EGY

WH

Y T

HE

Y A

RE

SU

CC

ES

SF U

L SO

FA

R…

• They know their audience

• Consistent but not monotonous

• Bright, intriguing, dynamic advertising

• Relates to a large group of people

• Play to girl’s need for adventure

Roxy is colorful, bright, and youthful.

It is for active, adventurous young women and girls.

Target audience is females between the ages of 12-24

They have two separate lines for girls and adults

WHAT IS A ROXY GIRL?

RO

XY

PR

OD

UC

TS

• Clothing

• swimwear

• Snowboards etc.

• Surfboards etc.

• Home goods

• Shoes

• Fragrance

THE NEXT STEP

While Roxy uses social media sites, they can improve.

• They have 2.2 million likes on Facebook

• Competing with Billabong

• Draw in more likes

• Create reasons to stay on the page and interact

• Increase time spent on Roxy sites

• Tap into smartphone potential (make Roxy mobile)

HOW TO MEET GOALS: DEVELOP APPS

1. Developing an interactive game.

User will spend more time on site (more likely to link to products)

HOW TO MEET GOALS: DEVELOP APPS

2. Develop way for user to try on clothing on mobile device (phone or tablet)

User will be more likely to make purchase. Shopping will be easy and personal

INCREASE EXPOSURE

• It is proven that repetition increases liking

• Get name out by increasing sponsored events

• Increase partnership with other companies

• Stream events live on YouTube as well as Instagram photos

• Trend on twitter by using event exposure

SPONSOR MORE ATHLETES

• Roxy already sponsors top athletes

• By making more appearances at an invitational or the x-games Roxy can become more desirable.

• The Roxy name will be attached with trophies and medals

• Athletes can be celebrities

INCREASE PROFIT

ANNUAL MARKETING PROFIT GOAL

Improvements by December 2013

Monitor:

• Online traffic

• Use of keywords

• New followers on social networking sites

• Increase in online purchases

• Amount of downloaded apps

MARKETING PLAN: SUMMARY

• Increase social media presence

• Use apps

• Use events, sponsorship, and partners

• Use athletes

This will increase Facebook, Twitter, Instagram, and YouTube following and will direct traffic to Roxy site or blog.