Case Study - Frogg Toggs

FroggToggs
SITUATION
Frogg Toggs, a rain wear company, was a brand that had begun to create a brand presence in the fishing market as an inexpensive rain wear that was light weight and breathable. Their growing, yet limited, brand presence was hampered by quality control issues and limited style options. New leadership took on the challenge of quality control issues and had ambitions of offering an expanded product line of styles that would appeal to a wider audience.

OBJECTIVE
KMT's objective was to help Frogg Toggs through two primary challenges, the first being dealing with quality control concerns among the distribution channel and the retailers. The next challenge was to reposition the Frogg Toggs brand perception from a cheap alternative to a high tech light weight breathable rainwear to a variety of lifestyles with the outdoors as the primary market. This positioning exercise would target both business to business and business to consumer.

STRATEGY
KMT implemented a push pull marketing philosophy to help regain Distributor and Retailer confidence and create consumer brand awareness.
PUSH -
Educate the buying groups, distributors and retailers about:

New technologies
Improved quality control
Merchandising options
Expanded product offering

PULL -

Educate the end user/consumer to the benefit of a high-tech, lightweight rainwear product
Create an emotional brand pull to target audiences: fishermen, hunters and motorcyclists
Create awareness of rainwear that is specifically designed for the activity the consumer enjoys

STRATEGIC COMPONENTS

Targeted fabric sample mailer reviewing technology to retailers and distributors
Catalogs - business to business and business to consumer
Trade booth
Product display system
Consumer packaging
Media planning
Trade ads
Consumer ads
Point of Sale product education (hang tags)

RESULTS

We are in the third year of the effort to reposition the frogg toggs brand and the results so far have been quite impressive.
Complete change in brand identity from inexpensive alternative to the high tech lightweight rainwear of choice to both industry retailers and consumers.
There has been measurable growth in each of the targeted markets and is now the brand of choice in the motorcycle industry as well as the fishing industry.
Revenue has experienced strong double digit growth over the past 3 years and is expected to continue even in tough economic times.




		Case Study - Frogg Toggs SITUATION Frogg Toggs, a rain wear company, was a brand that had begun to create a brand presence in the fishing market as an inexpensive rain wear that was light weight and breathable. Their growing, yet limited, brand presence was hampered by quality control issues and limited style options. New leadership took on the challenge of quality control issues and had ambitions of offering an expanded product line of styles that would appeal to a wider audience. OBJECTIVE KMT's objective was to help Frogg Toggs through two primary challenges, the first being dealing with quality control concerns among the distribution channel and the retailers. The next challenge was to reposition the Frogg Toggs brand perception from a cheap alternative to a high tech light weight breathable rainwear to a variety of lifestyles with the outdoors as the primary market. This positioning exercise would target both business to business and business to consumer. STRATEGY KMT implemented a push pull marketing philosophy to help regain Distributor and Retailer confidence and create consumer brand awareness. PUSH - Educate the buying groups, distributors and retailers about: New technologies Improved quality control Merchandising options Expanded product offering PULL - Educate the end user/consumer to the benefit of a high-tech, lightweight rainwear product Create an emotional brand pull to target audiences: fishermen, hunters and motorcyclists Create awareness of rainwear that is specifically designed for the activity the consumer enjoys STRATEGIC COMPONENTS Targeted fabric sample mailer reviewing technology to retailers and distributors Catalogs - business to business and business to consumer Trade booth Product display system Consumer packaging Media planning Trade ads Consumer ads Point of Sale product education (hang tags) RESULTS We are in the third year of the effort to reposition the frogg toggs brand and the results so far have been quite impressive. Complete change in brand identity from inexpensive alternative to the high tech lightweight rainwear of choice to both industry retailers and consumers. There has been measurable growth in each of the targeted markets and is now the brand of choice in the motorcycle industry as well as the fishing industry. Revenue has experienced strong double digit growth over the past 3 years and is expected to continue even in tough economic times.

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Case Study - Frogg Toggs