100%(3)3 out of 3 people found this document helpful
This preview shows page 1 - 2 out of 6 pages.
1.IntroductionUGG Australia is the one of more famous boot brands in the whole world, which started inAmerica. It has been belonged to Deckers Outdoor Corporation since 1995 and established aworld wide range of supply network and could touch major customers around the world (DeckersOutdoor, 2010). UGG Australia primarily contributed profit for Deckers with its multiplecollections of boot. This report aims to identify the mission of company and points out the overallobjectives. Besides the situation analysis would assist stakeholders realize the currentenvironment of their business in order to make suitable marketing strategies. As UGG Australiasegment the global market as three parts as AOS (Asia, Oceania and Africa), Europe andAmerica, several performance analysis implement annual reports data as basis.2.Marketing plan strategy and objectivesa.StrategyAdvertising through newspaper, TV and magazineAdvertising through social mediaAdvertising through fashion showb.ObjectiveTo maintain the brand image of fashion, premium quality and comfort.To reposition UGG’s Image of “winter brand” by enhancing consumer’s awareness ofspring and summer collection3.Focus group UGG boots userWe selected 7 college-aged females to participate in the focus group targeted at UGG users.The participants were a mix of freshman, juniors, and seniors, in hopes that we would gaininsights from all age ranges at the university. Since UGG considered a trend, having differentages is beneficial because it shows how the trend alters each year. All of the people in the focusgroup currently own UGG boots, and some showed up to the focus group wearing the boots.During our focus group, the girls said that they look for durability, warmth, quality, the style ofthe boot, the brand, and the price when shopping for boots in general. They said that they dolook for sales when buying boots and generally shop online or at speciality stores that have thesame brands as nordstrom and other department stores. We found that the girls wear certainkinds of boots based on the weather, snow boots for snow, rain boots for rain, but that they alsowant to be able to wear the boots all day and be comfortable. One of the participants said, “I liketo wear something that can withstand all types of weather and still be comfortable and wearwalking all over campus.” Another participant said, “I wear my UGG boots in light rain just toavoid wearing my rain boots because I don’t like to wear them.” Then someone else commentedthat they just wear their older UGG boots in the snowy weather because they know their feetwill stay warm them and they won’t be trashing their new pair. They also said that it prettymuch depends on what outfit they wear to decide what kind of boot they will wear that day. Oneof the participants commented “UGGs go with a lot of clothes, so I pretty much wear themeveryday”. The moderator then asked the girls how much money they are willing to spend on apair of boots and what justifies this amount. Most of the girls agreed that they would spend up