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.
Thursday, March 26, 2015
CHAPTER 16- ADVERTISING, PUBLIC RELATIONS & SALES PROMOTION
CHAPTER 16- ADVERTISING, PUBLIC RELATIONS & SALES PROMOTION
Thursday, March 19, 2015
CHAPTER 14 - MARKETING CHANNELS & RETAILING
CHAPTER 14 - MARKETING CHANNELS & RETAILING
Ugg Australia has countless numbers of retail stores. In almost every major shopping area you will come across a store that sells UGG's. There are 5 UGG Australia stores in New York City, and over 50 stores worldwide. This is apart of UGG's competitive advantage, they have made their product very widely available. Their shopper marketing strategy helps them understand the consumers needs, location being one of them, as well as price and quality. As a marketer you put yourself in the consumers shoes, and determine what you would look for in a product. UGG has memberships and workshops, yo keep relationships strong with customers. UGG also uses online shopping to it's advantage, with deals online, and alot of variety of UGG's you cant find in some stores. UGG also has an app for smartphones, for quick efficient shopping. UGG has to keep loyal customers, because sales drop in certain seasons, since UGG's are most utilized in fall and winter. A strategy for UGG to keep their sales moving during "non-UGG-season" is to sell them at a relatively cheaper price, which consumers can't pass up, despite the season. The marketing channel and retail practices of UGG Australia is crucial to their success.
Ugg Australia has countless numbers of retail stores. In almost every major shopping area you will come across a store that sells UGG's. There are 5 UGG Australia stores in New York City, and over 50 stores worldwide. This is apart of UGG's competitive advantage, they have made their product very widely available. Their shopper marketing strategy helps them understand the consumers needs, location being one of them, as well as price and quality. As a marketer you put yourself in the consumers shoes, and determine what you would look for in a product. UGG has memberships and workshops, yo keep relationships strong with customers. UGG also uses online shopping to it's advantage, with deals online, and alot of variety of UGG's you cant find in some stores. UGG also has an app for smartphones, for quick efficient shopping. UGG has to keep loyal customers, because sales drop in certain seasons, since UGG's are most utilized in fall and winter. A strategy for UGG to keep their sales moving during "non-UGG-season" is to sell them at a relatively cheaper price, which consumers can't pass up, despite the season. The marketing channel and retail practices of UGG Australia is crucial to their success.
Friday, March 13, 2015
Chapter 6 - Consumer Decision Making
CHAPTER 6 - CONSUMER DECISION MAKING
The consumer decision making relies on several different things. First, advertising. UGG's advertising includes several pillars. They don't have to spend billions on advertising because the company has made such a name for itself, that it self advertises. What this means is commercials, and train station posters? Those are way in the past. UGG's market advertises enough through word of mouth and through visuals. This includes on social media, television, magazines with photos of celebrities wearing them, these things alone can sway a potential customer to a yes! A consumers decision can be shifted by quality, price as well as the intended target market. If the product is targeted specifically to eldery for example, teens won't be interested. UGG has beat this by targeting all age groups from babies, to old ladies, you can still be stylish in UGG's. UGG's product differentation is it's quality. UGG's are a very warm high quality boot made of sheepskin, with not many of its kind. Consumers make their decision based on the factor of the products pro's outweighing the con's.
The consumer decision making relies on several different things. First, advertising. UGG's advertising includes several pillars. They don't have to spend billions on advertising because the company has made such a name for itself, that it self advertises. What this means is commercials, and train station posters? Those are way in the past. UGG's market advertises enough through word of mouth and through visuals. This includes on social media, television, magazines with photos of celebrities wearing them, these things alone can sway a potential customer to a yes! A consumers decision can be shifted by quality, price as well as the intended target market. If the product is targeted specifically to eldery for example, teens won't be interested. UGG has beat this by targeting all age groups from babies, to old ladies, you can still be stylish in UGG's. UGG's product differentation is it's quality. UGG's are a very warm high quality boot made of sheepskin, with not many of its kind. Consumers make their decision based on the factor of the products pro's outweighing the con's.
Chapter 5 - Developing A Global Vision
CHAPTER 5- DEVELOPING A GLOBAL VISION
UGG Australia used strategy of providing different product features which are sold the same all over the world. UGG Australia's companiee lie in the corporation of Deckers Outdoor, which is served worldwide. Although the name includes " Australia " , UGGS headquarters are actually in Goleta, California, in the U.S. They also have an E-Commerce division in Flagstaff, Arizona. UGG is now increasing their market share globally , by targeting more towards men products, which they have very little of. Also, they continue to open more retail stores in all different areas, to target many middle and high class groups. UGG's product, pricing, and promotion is their key to developing a Global vision. They make their product appealing to several target markets.
UGG Australia used strategy of providing different product features which are sold the same all over the world. UGG Australia's companiee lie in the corporation of Deckers Outdoor, which is served worldwide. Although the name includes " Australia " , UGGS headquarters are actually in Goleta, California, in the U.S. They also have an E-Commerce division in Flagstaff, Arizona. UGG is now increasing their market share globally , by targeting more towards men products, which they have very little of. Also, they continue to open more retail stores in all different areas, to target many middle and high class groups. UGG's product, pricing, and promotion is their key to developing a Global vision. They make their product appealing to several target markets.
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