Chapter 7- Business Marketing

Chapter 7 - BUSINESS MARKETING 

UGG Australia's business marketing includes the breast cancer UGG. This markets for a specific organization. This creates relationship marketing with customers who also support the cause. This product also consists of strategic alliances because it creates partnerships for business. The resellers of the product are in the a relationship with that market. The business aspect of UGG's marketing helps them increase sales using business relationships. When retailers all around the world sell UGG's product they both make a profit. UGG's connection with non profit organizations as well make a difference in the market.

Chapter 11- Developing and Managing Products

Chapter 11- Developing and Managing Products

UGG Australia's product development stays pretty consistent of the boots overall purpose, style and warmth. As far as using new materials, styles, and colors, UGG has a new development every season. The brainstorming process for them is built upon the target market and what's " in " for that group at the time. UGG's commercialization may depend upon advertisement or a test wear, to see if the product seems as it will sell based off of feedback. UGG's are still at their growth stage. They continue to sell more and more. UGG's product category is winter boots. The diversity within that catagory that they have is the reason they are so successful. For example, they have the snow " Adirondack " boot as well as classics for less harsh weather, also they have water proof UGG's for rainy weather as well. 

Chapter 8 - Segmenting and Targeting Markets

CHAPTER 8 - SEGMENTING & TARGETING MARKETS 

The market segmentation of UGG Australia consist of winter shoes. People need a warm and stylish boot for the winter. This market is typically large and easily segmented. Everyone needs winter shoes. The bases for UGGS segmentation is the geography, demographics, psychographics, benefits and usage of the market. For example, a list of things that play a role are, the climate of the targeted market, the income of that market, the lifestyle of that market, as well as the benefits the market is seeking from the product. UGG segments the product based on their target market. UGG targets teens, kids, middle aged women and men. The market is broad. UGG Australia's market is successful.

Chapter 15 - Marketing Communications

CHAPTER 15 - MARKETING COMMUNICATIONS

The methods of communication UGG's uses to market is important. UGG's channel consist mainly of television. UGG communicates using technology, on the TV or the web , although most information you can obtain on their website by signing up for their email list. You will then be contacted with offers and new arrivals. This is their way to transmit messages to customers about the product. The company that owns UGG Australia " Deckers Outdoor " , they post press releases about UGG's on their website as well. As UGG expands their product with new styles and branching more towards men, word of mouth from consumers is their strongest source of publicity as well as interpersonal communication. For example, UGG's started he Adirondack boot style which is also sometimes called " boy UGGS " . These were the first boot they made targeted to men. They didn't need much paid media to spread the word, UGG is so established the word spreads itself. Below is is one of very few of UGG's commercial advertising.

Chapter 10 - Product Concepts

CHAPTER 10- PRODUCT CONCEPTS

The product concept of UGG Australia is based on them showcasing the best qualities of their product. By knowing their target market they are able to understand what concepts are important to these customers. For example, UGG's are targeted toward middle aged women and men who want comfort as well as style. So UGG's advertising always includes how comfortable the product is being made of sheepskin and fur. While every boot has this concept of comfort, there is then so many different styles to choose from. So customers get comfort while still wearing their own preference of color or style. UGG's product has a reputation that they must maintain. They continue to better the product as they notice what the target market is becoming interested in. For example, UGG's sunburst model started in one color, they were a hit, so UGG made more colors, as well as lengths in this style.

Chapter 17 - Personal Selling

CHAPTER 17 - PERSONAL SELLING 

UGG Australia's relationship selling includes customers as well as retailers who sell the product. These relationships are very important to sales, as the workers in the retail stores become advocates for the product. Employee involvement is important, which is why UGG allows internships to establish an experience the brand. Some UGG retail stores include Nordstrom, Bloomingdales, Lord and Taylor and more. The relationship with these companies allow UGG to sell comfortably and successfully in their stores. If you work at UGG Australia you get your first pair free. This is another way of building inside relationships with those who are assets to the company. Also, using social websites such as twitter, and facebook, this allows UGG to communicate with customers. The personal relationship side of business surely increases UGG's reputation.

CHAPTER 16- ADVERTISING, PUBLIC RELATIONS & SALES PROMOTION

CHAPTER 16- ADVERTISING, PUBLIC RELATIONS & SALES PROMOTION

UGG Australia, just like any other company has to keep their sales increasing. One downfall towards their sales promotion is the fact that the product is not environmentally friendly. UGG's are made of sheepskin and fur. This causes UGG's to automatically deter possible consumers who are big on the environment. The public relations of the company uses things like celebrities or musicians in promotion to keep the public intrigued. For example, in 2011 UGG Australia's first broadcast commercial supporting their mens collection used the quarterback Tom Brady, and rapper " Mos Def ". The use of these celebrities will catch attention of their fans and target market which then allows them to view UGG's product in the process. This is a very strategic use of advertisement.