BSBMKG523: Design and Develop an Integrated Marketing Plan - Global Ugg Case Study - Marketing Assignment Help

Assignment Task:

Task:

Global Ugg case study (source: IBSA Student Workbook)

Global Ugg is a respected Australian manufacturer and supplier of ugg boots and others sheepskin products and owner of the brand ‘Global Ugg’. Global Ugg is a boutique brand that promises to deliver its customers ‘handcrafted’ authenticity, luxury, style, and comfort at a competitive price point as well as the most fashion-focused ugg boot range in Australia.

\The overarching mission of Global Ugg is to deliver comfortable, stylish sheepskin footwear to men, women and children globally. They have created different types of footwear, from sandals and slippers to boots in a variety of colours; but ugg boots are their predominant
product.

Global Uggs’ goals for the current year are:
1. Maintain positive, steady growth each quarter.
2. Experience a growth in new customers who are turned into long-term customers.
3. Be recognised as the premier Australian-owned high-end ugg boot provider.

Task 1 – Situation analysis

To fully understand the brand you are managing, you are required to focus on the factors that are relevant to the development of an integrated marketing communication strategy (IMC). An essential part of this is preparation is conducting a situation analysis. You are required to gather information for each specific factor of the situation analysis as background preparation for the IMC strategy. The case study contains the SWOT analysis, you can utilise this information from the case study as well as researching each specific factor. Each specific factor should be analysed in at least one to two (1-2) paragraphs.

Task 2 – Marketing Objectives
In the case study Global UGG has stated the business goals for the next 12 months as;
1. Maintain positive, steady growth each quarter.
2. Experience a growth in new customers who are turned into long-term customers.
3. Be recognised as the premier Australian-owned high-end ugg boot provider.

Task 3 – IMC Strategy
1. Target Market
Currently Global UGG segment their target market by:

•  Geographical location (Australia v’s overseas)
•  Demographics (male, female, kids)
•  Distribution channel (traditional retail, visiting tourists, online retail, wholesaler, bulk export)

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