In order to build oroton as a national luxury brand

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In order to build Oroton as a national luxury brand, recommendations for the components of marketing mix are developed as follows. Product Aiming to enrich Oroton’s brand image and develop it as a classic national luxury brand, new products with strong Australian images should be introduced. Based on the situation analysis, Oroton can be the pioneering firm to combine product retailing with Australian local tourism because this new product-market is currently insulated from the entry of competitors. Thus, a new product line, named Australian Special Collection, can be developed using the pioneer strategy In terms of the specific product design for Australian Special Collection, recommendations will be given respectively based on brand identifiers and product features. First of all, the classical logo of Oroton which is the symbol ‘O’ should remain the same as a brand identifier. Additionally, a new identification of quality can be added as a logo inside the bag named ‘Superior Quality in Australian Way’. As for product features, the core offering and the augmented offering can be improved to differentiate the products of Australian Special Collection. In order to apply local elements into product design, Australia’s unique natural resources can be a pretty good source of creative inspiration for Oroton. As was reported, more than eighty percent of Australia’s mammals, reptiles and flowering plants are unique to Australia, which could be integrated into product design as the augmented offering. For instance, Oroton can utilize the images of popular local animals such as kangaroos and koalas as the pattern of bags. Another alternative is to design a range of bag accessories combining local specialties. To be specific, the shape and image of koalas can be used to design bag charms while the aboriginal paintings could be applied into the bag strap design. Furthermore, customers should be provided with personalized service to design their own Australian style luxury bags. Opals, being the famous Australian precious gems, can be added on the bags as luxurious decorations. Regarding the core offering, local raw materials with high quality can be used for production. For example, with the well-developed husbandry, Australia has high-
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quality animal leather which could be the suitable resources. Hence, the quality of Oroton’s bags may be much more guaranteed by using high-quality materials, which could be appealing to men. To sum up, Oroton should creatively apply local elements in the design of Australian Special Collection to increase product significance in short-term while becoming the iconic national luxury brand in long- term. Price To maintain the positioning as a luxury brand, Oroton can remain its present price range for current products and apply a skimming pricing strategy for the Australian Special Collection product line. Based on the skimming strategy, new products are suggested to be priced higher to reflect the exclusiveness and to generate larger profits.
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