Oohla Boots

OohLa Boots

MKTG 203 – Group Assignment 1.

Jiyong Choi – 43214134

Dilawar Khan – 42942853

Chayut Narkngernthong – 43517404

Zac Holland - 43291201

Introduction

        Marketing and development of a brand requires numerous factors and elements that must be practiced in order to ensure and achieve market success and overall return. The following report explores such factors and elements, and displays them in a strategic and calculated manner allowing our newly developed Australian brand, OohLa Boots, to enter the market without significant loss of revenue and with a competitive edge. Such factors involve segmentation and sizing, product creation, promotion and advertisement and market communication and consumer relation.

Segmentation and Sizing

The OohLa boots produces high quality sheepskin footwear and specializes in making high-ended sheep skin boots, OohLa brand must consider the boots’ appearance, exclusivity, comfort and accessibility. We need to create our own product segments to develop brand values and attitudes, globally; therefore, the brand must reach all demographic factors. At the present time, our market targets young women. The recent trend determines that the young generations select shoes depending on the current fashion trends. This study also indicates that sheepskin boots are becoming more popular in fashion culture globally, influencing younger generations’ purchasing preference, (Branthwaite et al., 2012). Currently, our largest group of buyers is young female generations. Therefore in order to maintain these valuable consumers, we must understand current trends and their demands. According to Vincent and Selvarani (2011), a study on demographic profile indicated that more than 50% of female buyers of high-end shoes are under 25 years old and more than 65% people are under 35, formulating a major segment of those who buys luxury products.

“Youth power is believed to be one of the most important assets for economic growth (The Economic Times, 2009; Vincent and Selvarani, 2011). Furthermore, Vincent and Selvarani (2011) established the reasons as to why young-adult consumers are providing positive impact on market growth. The authors discuss how younger generations of women develop their purchasing preferences during the transition from a teenager to young adult. In addition, these purchasing behaviours are influenced by popular culture, fashion icons and celebrities.Through these purchasing preferences, the consumer develops their own unique identity.

In regard to gender segmentation, male customers possess a small sector of purchase ratio in contrast to female customers who account for a large portion of sales of sheepskin boots. Improving sales rate from male consumers will be a new and important challenge that will aid in competing with other boots brand. Thus, Oohla boots must identify a new marketing strategy that will appeal to the male target market.

Moreover, in determining our target market we must also take demographic segmentation into account.

Due to the fabric of sheepskin boots, it is obvious that our product is influenced by seasons and regions. Because we are directing our marketing strategies towards Asian tourists and tourists as a whole, we must take into account the climate of particular Asian countries, in which sheepskin boots may not be suitable. Using Geographic Information Systems (GIS) we can determine the countries possessing the highest demand for sheepskin boots and aggressively market towards them during appropriate seasons. (Tompson and Kennedy, 2013)  

“GIS are software platforms which allow for the input, management, manipulation, analysis, and presentation of spatial data. GIS software provides a virtual environment which allows for the situating of geographic data in a real world coordinate system” (Tompson and Kennedy, 2013)By using GIS, we expect to determine elementary facts regarding market size, growth rate, amount of competitors, personality of consumers, geographic scope of competition and supply chain idiosyncrasies.

Simply put, OohLa boots’ target market is all young generations who are not living in warm and hot area, as well as those who are fashionably conscious and influenced by cultural trends.

Product Creation

As a competitor to Ugg of the Deckers Outdoor Corporation, specifically their most famous line of footwear the Ugg boots. Our product range holds the same values as the common Ugg boots - being comfortable but fashionable. The most important aspect that differentiate our products from the common Ugg boots is its affordable prices and the patriotism as an Australian product. Our products allow the opportunities for jobs and supporting local suppliers through being locally made and sold nationwide.

In a fashion magazine article it has mentioned the value of Ugg boots for consumers from sentimental means and has stated that “Once people will have Ugg in their closet they will always have Ugg in their closet” (Cronin, 2011). It has created customer loyalty through its elegant quality of the product, consistent comfort factor and reasonable prices. Therefore it leaves OohLa Boots with a challenge to overcome and impose a similar or better picture to the consumers in order to achieve market return.

Product

Our products consist of different styles of boots offering a fashionable selection for the consumers. They are comfortable and fashionable (range of boots for winter and rainy weather) with a large range of sizes to suit all age and genders (adults, children, babies, teenagers, seniors etc.). Locally supplied and produced with the best materials available, also customizing available for uniqueness. The packaging will be with recyclable and bio-degradable materials in order to show the company’s ethical conscience. Friendly sales people which will assist in picking/making the perfect pair of boots for any specific tastes. The return policy of OohLa boots will be, returnable within a week if unworn and an included receipt . Overall, the product will be developed and marketed with patriotic and Australian overtones of rich culture and Earthy colour schemes such as deep reds, browns and blues.

Price

Price range depending on style, material (also exclusivity on customization), it will also depend on the market price of main competitors like Ugg but because our products are meant to be affordable therefore we aim to keep the range between $50-150.Discounts will be offered during Summer in order to raise product awareness and compensate for the lack of sales. Depending on which line of sheepskin boots, there will always be an affordable price for all consumers. Payment method can be through cash or credit.