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Public Relations
Carter Brown
Grand Canyon University
MKT-415: Promotion and Advertising
Professor Craig St. John
June 18, 2023
, 2
Public Relations
This paper evaluates a public relations effort undertaken by Crocs to retain the popularity
they once had when first opening. Crocs first released back in 2002 and immediately skyrocketed
in popularity, being advertised as a boat shoe to be easily slide off and on. They were originally
designed to be a boating shoe and that be easily slipped off and on. However, they turned out to
be much more than just a boating shoe but a shoe used for all activities and used by all different
ages, resulting in Crocs being one of the most popular shoe brands in the world today.
Image Problem
By 2004 the company sealed a deal with exclusive rights to the martial and production
continued to ramp up (Kim, 2022). However, shortly after Crocs had a major problem with not
being able to keep up with the demand at first and when they were able to catch back up with
production, they over made too many shoes, and nobody wanted to buy their product anymore.
This damaged Crocs image heavily, resulting in a loss of 200 million dollars (Clark, 2010).
Effect on Organization and Stakeholders
Just when Crocs was finally able to get somewhat back on the right track, people started
to think the Crocs look was going out of style or some people believed it was not their look,
which result in the company to die down a lot since launch. The image problem affects Crocs
financial performance heavily. The negative perception surrounding the brand resulted in
declining sales and revenue. The company experienced a significant drop in stock prices, leading
to decreased shareholder value. The organization had to navigate through a challenging market
environment, as consumers turned away from the brand due to its tarnished reputation. Crocs
debuted as a public company in 2006, a total of 207 million dollars was raised, but when they
Public Relations
Carter Brown
Grand Canyon University
MKT-415: Promotion and Advertising
Professor Craig St. John
June 18, 2023
, 2
Public Relations
This paper evaluates a public relations effort undertaken by Crocs to retain the popularity
they once had when first opening. Crocs first released back in 2002 and immediately skyrocketed
in popularity, being advertised as a boat shoe to be easily slide off and on. They were originally
designed to be a boating shoe and that be easily slipped off and on. However, they turned out to
be much more than just a boating shoe but a shoe used for all activities and used by all different
ages, resulting in Crocs being one of the most popular shoe brands in the world today.
Image Problem
By 2004 the company sealed a deal with exclusive rights to the martial and production
continued to ramp up (Kim, 2022). However, shortly after Crocs had a major problem with not
being able to keep up with the demand at first and when they were able to catch back up with
production, they over made too many shoes, and nobody wanted to buy their product anymore.
This damaged Crocs image heavily, resulting in a loss of 200 million dollars (Clark, 2010).
Effect on Organization and Stakeholders
Just when Crocs was finally able to get somewhat back on the right track, people started
to think the Crocs look was going out of style or some people believed it was not their look,
which result in the company to die down a lot since launch. The image problem affects Crocs
financial performance heavily. The negative perception surrounding the brand resulted in
declining sales and revenue. The company experienced a significant drop in stock prices, leading
to decreased shareholder value. The organization had to navigate through a challenging market
environment, as consumers turned away from the brand due to its tarnished reputation. Crocs
debuted as a public company in 2006, a total of 207 million dollars was raised, but when they
