Ugg Penetration Strategy

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  • Topic: Ugg boots, South Korea, Sheepskin
  • Pages : 7 (1487 words )
  • Download(s) : 347
  • Published : August 27, 2012
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* UGG Store Penetration Strategy
For
South Korea Market

Jansen Karyadi

* Contents
UGG Store Penetration Strategy1
Contents2
I.Executives Summary3
II.Ugg Boots4
III.Objective5
IV.Market Analysis Summary6
V.Strategy And Implementation Summary8
* Introducing Ambassador……………………………………………………………………………………………..8-9 * Ugg store boots marketing Strategy……………………………………………………………………………. 10 * Ugg store boots image………………………………………………………………………………………………… 11 * Ugg store boots Time table…………………………………………………………………………………………. 12

VI.Reference13

Executives Summary

Ugg boots or popular under the name of “ Uggs ” is an Australia made sheep skin shoes well known for its warmth and durability. Outside Australia, New Zealand and America the Ugg brands is not to well-known possibly related with the weather and the price, one of the main reason because Ugg boots only used in cold climate country. But worry not I have an opposition to you to reconsider entering Asian market in my opinion South Korea should be a contender.

Looking from South Korea Climate, Fashion and trends and also Economy, they are the perfect market with Japan as a reward if we can gain South Korea market. By using Ambassador as our agent to advertise Ugg Store boots, they will help ugg brands to gain enormous popularity. I have a plan to use Actress and Actor or to be exact K-pop girl and boy band as the ambassador. Just recent a K-pop concert held in Sydney and it was major success with all international spectators attended. And that show how much K-pop wave become international and how big their influence are.

For the starter I would like to endorse 4 big famous K-pop groups, they are: 1. A Girl Generation a.k.a SNSD
2. T-ara
3. 2AM
4. 2NE1
They are current leading group of K-pop wave and have many fans around the world. Through them we will introduce Ugg store boots and spread the “uggs” fever, and we would to express what great is ugg store boos what all about. Its comfortly yet well design sheep skin shoes.

Ugg Boots

Ugg Boots while some others call it Uggs are fur shoes made from sheepskin with fleece inside. Australia and New Zealand arguably claiming that ugg boots originally spring in their country. It became well known in 1970 and introduced in 1960, many surfer use this boots (in the past ugg boots didn’t looked like it current appearance, it was only 2 pieces of ship skin sewn together) for its comfort and warmth.

There are many brands that selling ugg boots claiming its Australian’s but some of them own by foreigners or even made outside Australia. The brand I use is “Ugg Store” made by real Australian company and own by Australian. Ugg Store use Sheep skin as their main unique material thus made some disputed issue to animal protection and Ugg companies reply that they only use sheep that is by-product of processing sheep for human consumption.

Ugg boots design is simple and mostly and have same shoes shape which is bit roundish with solid sole, while they use many colour for variation and difference shape and attributes for shank’s area Ugg Store sell 8 different kind of ugg boots, they are: * Tall Ugg Boots – half shank area covered

* Ultra Tall Ugg Boots – longer shank area covered up almost until knee * Short Ugg Boots – bit higher than ankle covered (Best Seller) * Ultra short Ugg Boots – Ankle height shoes
* Fashion Ugg Boots – different colour and distinctive design of Uggs * Cardy Ugg Boots – introducing a layer of cotton cardigan sleeving shank area * Kids Uggs and Sleeper – kid size ugg boots and sleeper * Sleepers and Cuffs – Sleeper design uggs

Objective

To develop marketing strategy that can penetrate foreign country shoes market in this case I choose Korean as my target market. The Reasons why Korean is chose are:
* Korea has winter season as ugg boots is used only when it’s cold * Habitual with animal skin as apparel, they...
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