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Ugg Australia IMC Plan

Using one large image
by

Kelsey Cantore

on 10 December 2010

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Transcript of Ugg Australia IMC Plan

Primary Research Ugg Australia
Integrated Marketing Communications Plan But we can move beyond the present.
Why? Include men! we started from here SWOT Analysis for UGG Australia
Strengths
High brand equity
High brand loyalty
Reasonably priced $80-$150
Expertise in quality footwear
Weaknesses
Low market share in mens footwear
Males do not consider Ugg when purchasing footwear
Males associate brand with women slipper boots only
Opportunities
Large market of male consumers
Change perception of brand
Threats
May not change perception of brand
Market already saturated with competitors
Current leaders in footwear Nike, Adidas, Timberland, Reebok Well
here
we
go Positioning Strategy Objectives Message Strategy Ugg
Australia We want to move the target market for
Ugg Australia from young women to... Photo credits: 'horizon' by pierreyves @ flickr By: Kelsey Cantore, Megan Simpson, Taylor Jackson,
Alexander Chase & Justin O'Neil Age 18-25
Mid-to-high income
College education in progress
Northeast geographic location
81% of males purchase shoes in retail stores
16% online

Frequently Watch Sports, Social Media User,
Interest in Fashion and Style, Appreciate Functional Footwear
100 Respondants, Men in our New Target Market 67% do not own Ugg products
60% purchase footwear every 6 months
73% spend between $50.00 - $99.99 on footwear
Top Competitors: Nike, Adidas, Reebok, New Balance Budget Advertising Sales Promotions Print Advertisement
Commercial Direct Marketing Public Relations Integration Overall goals: Gain customer awareness, Build brand recognition, Increase revenue

Information Search
External Search
Word-of-Mouth
Standard-Learning Hierarchy of Effects

Evaluation of Alternatives
Goal: Get the Ugg brand out of our target markets
inept set and add it to their evoked set and into their long-term memory Create Brand Awareness for Male Consumers

Create Brand Recognition

Goal: Attract males to the Ugg brand to change their current perception of Uggs and to influence their buying behavior Print Ads, TV Commercials, Product Placement

Cognitive & Behavioral Approaches
Cognitive: Show comfort and practicality of Uggs
Behavioral: Use celebrity endorsers to promote Uggs and influence behavior

Print Ad: Humor
TV Commercial: Celebrity Endorser, Johnny Drama and Tom Brady
Product Placement: “Pineapple Express”, “I Love You Man” Competition Advertise brand more than specific product

Illustrate athleticism over comfort

Rugged and tough Ugg Australia Wide Array of Products

Comfortable and Stylish

Functional

Not only a "woman's shoe" Donations to the Make-A-Wish foundation Pro-Environment Marketing Potential connection between suade, leather and sheepskin footwear with animal cruelty.
Marketing materials with "no-animal-cruelty" sticker Prevention of Cruelty to Animals Month
10% of April sales donated Cause-Related Marketing Noteworthy Responses from Primary Research Survey: "No because it seems like a woman's brand"
"No because they suck and are girly"
"Nope cause I'm not a bitch"
"No. The product has a female brand image." "I would if they were really comfortable"
"Possibly, only the slippers. My roommate has them and he says they are super comfortable."
"Yes, I hear that have some banging ass slippers for guys" Would you Consider Wearing Uggs? Examples of Celebrity Endorsement & Product Placement - Direct Mailing
o Positive: Capture Attention, Drive customers to view website, measurable
o Negative: Expensive, may get thrown out

- Emails
o Cost Effective
o Create brand awareness, brand recognition
o Drive our consumers to make purchases or at least
add it to their evoked set

- Search Engine Optimization
o Google AdWords
- Database Marketing

o Track buying patterns = More effective advertisements TV Commercial
Spokesperson: Johnny Drama from Entourage

Print Ad
Specifically magazines
Tagline -> comfort

Product Placement
Pineapple Express
I Love You, Man Focus on two types:

Premiums
Free-in-the-mail premium
Christmas season

Contest
Best photo wins!
Keep it easy yet exciting
Prize: gift card


SITUATION ANALYSIS for UGG Australia
Premier high quality manufacturer of sheepskin and wool footwear products for men, women and children
Established in Australia
High brand equity
Most commonly known for womens slipper boots
Offer mens, womens and childrens boots, slippers and sandals Current Day Example of IMC Campaign UGG® AUSTRALIA AND TOM BRADY TO COLLABORATE
NFL Star Partners with Brand to Launch Men's Initiative, November 30th 2010

"Tom Brady is the ideal UGG® Australia endorser… He embodies the stylish casual attitude that is at the foundation of every product we make, and is as much a style icon off the field as he is a playmaker on it."
- Angel Martinez, CEO Deckers

"Given the global phenomenon that is UGG® Australia's women's business, it's easy to forget that we started as a men's brand among California surfers, collaborating with Tom gives us the unique opportunity to celebrate the heritage of the brand while bringing new energy to our men's product and marketing." -UGG® Australia President, Constance X. Rishwain.

Brady’s men’s marketing campaign will launch in the fall of 2011 with a global campaign.
"I have worn and loved the UGG brand for a long time… gives me an opportunity to work with a leading global brand with a great history and a true vision for the future of its men's collection. It's an exciting time to be part of the UGG® Australia team."- Tom Brady
Full transcript