introduction to costa rican market “devoted to the relentless pursuit of creating unique footwear...
TRANSCRIPT
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SanukIntroduction to Costa Rican market
“Devoted to the relentless pursuit of creating unique footwear designs, Sanuk prides itself in bringing: freedom,
style, and comfort to everyone's feet.”
By: Preston Hayes
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About Sanuk Established 1998 in Santa Cruz, California
Jeff Kelley stumbled upon the idea after a routine surf session• “I could actually feel myself using my toes and
muscles in the ball of the foot to project myself up, that is when a little light went off in my head.”
2 weeks later• Prototype of the award winning “Sidewalk Surfer”
was created
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Sidewalk Surfer
Created a new category of footwear
Currently produce 132 different styles of close-toed and thong sandals
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Target Market Men and women 15-35
• Leading active outdoor lifestyles
Major emphasis on surfing and climbing
Majority of sales occur in brick-and-mortar outlets• Val Surf, Ron Jon’s, REI, Bass Pro Shops
Currently sold in over 24 countries
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Advertising/Marketing Celebrity Endorsements
• 77 professional surfers, kayakers, and climbers currently on the Sanuk team
Print Advertising• Full-page articles in action sports magazines
Social Media• Facebook, Twitter, YouTube, Sanuk Blog
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Awards 2007 SIMA
• “Footwear Product of the Year”
2007 Footwear Plus Magazine’s • “Footwear Industry Product of the Year”
2008 Trade Publication Magazine’s• “Innovation of the Year Award”
2010 SIMA• “Footwear Product of the Year”
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Costa RicaBusiness Opportunity
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Country Description Geography
• Located in Central America• Approx. 51,000 sq ft (size of Louisiana)• Pacific & Caribbean coasts / central mountain
range
Population • 4.5 million people• Growing at rate of 1.3% per year• Mostly European ethnicity• Spanish is primary language
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Country Description – Cont’d
Education:• Highly educated
9 years of school required• Literacy rate of 96%
Health:• Life expectancy between 75-80 yrs• Infant mortality rate of 9.45/1000
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Country Description – Cont’d
Workforce of 2.05 million workers
Economy:• Shrank in 2009 due to 8% drop in tourism• GDP: $38.27 billion• Per Capita Income: $6,900• Currency: Costa Rica Colon• Commerce, tourism, and services make up
68% of GDP
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Political Environment Mature democracy
History of domestic and foreign efforts to promote peace
No military• Only a professional Coast Guard
High levels of non-violent crimes• Due to complex judicial system• Subpar police presence
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Political Environment – Cont’d
State monopolies on key industries
Open international relations to remove barriers to trade
US most important trade partner• Accounts for more than half of total exports,
imports, and tourism
Extensive infrastructure in place
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Costa RicaIdeal Market for Sanuk Expansion
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Tourism is Key One of the top destinations for
adventure travelers
“Smile! Pass it on”• Promotes a relaxing carefree lifestyle
Topography allows for the most diverse action/adventure sports in western hemisphere
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Surfing
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Fishing
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Rafting/Paddling
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Unlimited!
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Sanuk Target Market Tourist
• Outdoor enthusiast between ages of 15 and 35
$2.2 billion per year tourism industry• Ranked 56th in the world for tourist arrivals• Over 2 million visitors a year
82% of tourist obtained University Degree• High level of disposable income
Extend focus beyond surfing
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Secondary Market Local Residents age 15-35
• Active in adventure sports and outdoor activities
• Interact frequently with tourist population Primarily through hospitality industry
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Costa RicaProduct Availability/Merchandising
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Retail Strategy Introducing 8 different styles
• 5 men’s • 3 women’s
Display Configuration• 4 sided• 3 pegs per side• 12 units per peg
Sanuk Display• Offering 11% display allowance• Main form of in-store advertising*Total= 12 cases or 144
units
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Side 1THE STANDARD FRAIDY CAT
Male Sidewalk Surfer Female Sandal
$48
$36
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Side 2DONNY DONNA
Male Sidewalk Surfer Female Sidewalk Surfer
$48
$52
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Side 3SLACKER YOGA MAT
Male Sandal Female Sandal
$26
$28
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Side 4YOU GOT MY BACK PANCHO
Male Sidewalk Surfer Male Sandal
$55
$30
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Packaging Strategy Freely hanging package design
• Major success• 60% of Sandals purchases are impulse• Encourages Interaction• Frees up employees
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Communication Strategy Following Sanuk’s current U.S.
strategy • Point of sale displays• Print advertising in lifestyle magazines• Airport advertisements• Athletic endorsements
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Print Advertising Full-page ads in 2 lifestyle magazines
• Leading publications on adventurous outdoor activities in Costa Rica Costa Rica Outdoors Costa Rica Adventure Travel
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Print Advertisements
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Airport Advertisements Raise awareness as soon as
consumer reaches destination
Two major airports• San Juantamaria Airport• Daniel Obuder Airport
Ads will promote adventurous spirit & follow Sanuk’s positive positioning
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Athletic Endorsements Introducing 2 new athletes
• Local Costa Ricans Selected based on respect in the eyes of the
locals&
Athletic ability
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Costa RicaDistribution
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Channel Options Direct Importing
• Free Trade Agreement with China will lower duties
Broad National Distribution• Use Gollo Group distribution
center in Alajuela
Superior Distribution Network• Speed to market• 2 primary targets - Pacific Coast & inland
mountainous region
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Pacific Coast Surf shops, beach apparel shops, and
hotels in the following cities• Tamerindo• Jaco• Playa Grande• Hermosa• Dominical• Pavones
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Inland Regions Shops and hotels near the following
landmarks• Lake Arenal• Cerro Chirripo• Rio Pacuare• Rio Reventazon• Rio Sarapiqui• Rio Naranjo• Rio Savegre
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Costa RicaCompetition
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Competitive Environment Limited competition in geographic area
• Internet presences only
Local companies currently focus on different, lower-end consumer
Biggest threat is Reef Sandals• Largest market is US• Experience with international branding• 60% sales in international markets
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Competitive Environment – Cont’d
Additional threat - Rainbow Sandals• Strengths
Major competitor in US market Primary target market is surfers Competitive advantage of better performance
coming out of water• Weaknesses
No closed toe shoe Viewed as high end flip flop
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Summary Costa Rica represents a significant
opportunity for Sanuk expansion• Ideal target market• Predominant outdoor lifestyle• Unique tourism dynamic – high levels of
disposable income Allows Sanuk to maintain premium price/margin
strategy• Superior product line vs. competition