The document discusses strategies for marketing the Ugg brand, including maintaining strong sales growth in the United States, targeting women ages 25 to 45, and positioning Uggs as a luxury outdoor sheepskin boot. It also outlines plans to introduce more affordable product lines, limited edition seasonal styles, and expand the men's line to attract more customers and increase revenue while preserving the brand's premium image.

1. “Marketing a premier brand in luxury and comfort”

2. Outline:
• General Market
• Ugg Sales (2009)
• Ugg:
– Customers
– Image
• Competitors
• Ugg Strategy: Now
• Ugg Strategy: Future
• Take Home Points

3. U.S. Footwear Sales 2009
Women’s Casual Shoes
Women’s Dress Shoes
Children’s Shoes
Men’s Shoes
Women’s Boots and Sandals
Slippers and Other Shoes
IBISWorld Industry Reports, 2010

4. UGGs- sales (2009)
• Highest net sales typically in 2nd half of year
• UGG brand sales increased 22.3% to a record $711.8 million after
growing 67.5% in 2008.
• 12th consecutive year of double digit growth
• Main market: United States

5. Key Customers
• 25 to 45 years old women
• Higher earner
• Trend-Followers

6. The UGG Image
• What the customers see • How we make them see that
o Outdoor Sheepskin boots o Placement of products on
o Luxurious celebrities and special events
o Comfortable o Placement of products in TV-
o High quality Series, Shows, Movies
o Fashionable o Advertisements and featured
articles in national high-end
fashion and lifestyle
magazines and billboards
Target our key customer’s
www.brandliciousblog.com lifestyle

7. Fashion Outdoor

8. • Strengths
 First mover
 Luxurious
 Comfortable
 Fashionable
 Very loyal customers
• Differential Advantage
 Premium Quality
 Distribution Strategy

9. Taking over the world
• Sales strategies
o High end department stores and
speciality retailers
o Flagship retail stores
o UGG Australia website
• Growth strategies
o Enhance brand positioning
o Extend brand into
complementary product
categories (Summer Shoes,
Accessories, Clothes)
o Expand geographically (Europe,
Asia)
www.uggaustralia.com

10. Being Prepared for the Future
• Launch of Regular Brand->
stop market for retailers’
local brands
• Premium Limited Editions -
Seasonal Boots (Christmas,
Valentines Day, …)
• Increase Men's Footwear
revenue -> change design,
don’t be UNISEX
www.uggaustralia.com

11. Introducing Regular Brand
• Aim
– Hinder the fake ugg market
– Increase profit margin
– Introduce new customers to affordable brand
• How?
– Introduce to department stores with different name but
associated with Ugg Quality.
– Introduce as an internet brand
• Potential Problem: Could ruin the premium reputation of
Uggs

12. Premium Limited Edition
• Why?
– To complement the new regular brand
– Introduce variety for not only new but loyal
customers.
– Exclusive
• How?
– Introduce Christmas Uggs and Valentine Uggs, include
complementary gift wrapping service.
• Potential Problem: Return revenue may not cover
production cost.

13. Men's Footwear Line
• Why?
– Increase popularity with men
– Increased revenue
• How?
– Media/Celebrities/Sportsmen.
– Kill two birds with one stone.
• Potential Problems: Insufficient sales

14. Strategy:
Assistant
Valentine Advertise in
Attract men directs to
Limited High End Male
to store men's
Edition Magazine
collection
Tag Line: Don’t know what Gift Wrapping
to get for your valentine?
Use these steps:
1) Know her size
2) Come into Ugg store
3) We’ll do the rest,
including free gift Purchase gift and
wrapping. another pair for himself.

15. Take Home Points
• There is always room to improve.
• Have to keep ahead of our competitors
without loosing our reputation.
• Being a niche brand allows us to open other
avenues