UGG Report 
UGG:
Isobel Peyton-Jones
FMBR10002
Ethics Clause:
I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this product.
Signed:
Date:
Contents:
Page 1 – introduction
Page 13 - Brand Overview
Page 24 - UGG SWOT Analysis
Page 2 – Methodology
Page 14 – price
Page 25 - Ansoff Matrix
Page 3 – PEST analysis
Page 15 – product
Page 26 - Key Conclusions &
Recommendations
Page 4 – Key Macro Trends
Page 16 – place
Page 5 - Implications of Macro trends and Macro Environment on UGG
Page 26 - Key Conclusions &
Recommendations
Page 17 – promotion
Page 7 – Micro environment
Page 18 – aaker model
Page 27 - 31 – Illustrations
Page 8 – Market Health
Page 19 – benefit ladder
Page 32-33 - References
Page 9 – Future market health
Page 20 - Target Consumer
Page 34 – Bibliography
Page 10 – current market strengths and issues
Page 21 – Visual Pen Portrait:
Page 35-45 – Appendix
Page 11 – current market strengths and issues Page 22 - Brand Health
Page 23 - Brand Health
Page 12 - Brand Positioning
Introduction:
In this report the aim is to give an insight into :
UGG brand consumer perception and standing
The development of UGG in relation to its comparative market
The big issues currently facing UGG and its market .
Recommendations and opportunities for UGG in the future
Methodology:
Research Focus :
To conduct research on UGG including:
- The Brand perception by consumers (using primary Quantitative Methods)
- The competitive market and its development (using secondary desk top research)
- Results analysed using various marketing models PEST / SWAT/ Ansoff / 4P’s to develop insights
Primary Quantitative Methods:
A questionnaire. (see Appendix)
- 10 questions, varying from simple closed-ended questions, to more thought provoking, and openended questions.
- On line “Quick
Isobel Peyton-Jones
FMBR10002
Ethics Clause:
I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this product.
Signed:
Date:
Contents:
Page 1 – introduction
Page 13 - Brand Overview
Page 24 - UGG SWOT Analysis
Page 2 – Methodology
Page 14 – price
Page 25 - Ansoff Matrix
Page 3 – PEST analysis
Page 15 – product
Page 26 - Key Conclusions &
Recommendations
Page 4 – Key Macro Trends
Page 16 – place
Page 5 - Implications of Macro trends and Macro Environment on UGG
Page 26 - Key Conclusions &
Recommendations
Page 17 – promotion
Page 7 – Micro environment
Page 18 – aaker model
Page 27 - 31 – Illustrations
Page 8 – Market Health
Page 19 – benefit ladder
Page 32-33 - References
Page 9 – Future market health
Page 20 - Target Consumer
Page 34 – Bibliography
Page 10 – current market strengths and issues
Page 21 – Visual Pen Portrait:
Page 35-45 – Appendix
Page 11 – current market strengths and issues Page 22 - Brand Health
Page 23 - Brand Health
Page 12 - Brand Positioning
Introduction:
In this report the aim is to give an insight into :
UGG brand consumer perception and standing
The development of UGG in relation to its comparative market
The big issues currently facing UGG and its market .
Recommendations and opportunities for UGG in the future
Methodology:
Research Focus :
To conduct research on UGG including:
- The Brand perception by consumers (using primary Quantitative Methods)
- The competitive market and its development (using secondary desk top research)
- Results analysed using various marketing models PEST / SWAT/ Ansoff / 4P’s to develop insights
Primary Quantitative Methods:
A questionnaire. (see Appendix)
- 10 questions, varying from simple closed-ended questions, to more thought provoking, and openended questions.
- On line “Quick
References: Bhasin, K. (2014). http://www.huffingtonpost.com/2014/03/03/ugg-boots_n_4875392.html [online] [Accessed: 15/12/14] Order of truth. (2014). Consumer Trends (2014) http://www.warc.com/Topics/Consumer.trend [online] [Accessed: 1/1/15] WGSN (2014) http://www.wgsn.com/home/[online] [Accessed: 1/1/15] Aaker, A. David. 2010. Building strong brands. Pocket Books. Kotler, P Seferin, M ; van der Linden, J. 2012. Protection or pleasure: female footwear. Multiview. 2014. This is UGG Brand Anthem. http ://www.dailymotion.com/video/x240a7b_this-is-ugg-brand-anthem_lifestyle [online] [Accessed: 17/1/15] Jovana Radovanovic(2014) Advertising Agency, Fashion Bhasin, Kim.(2014) Huffington Post. UGG is sick of being pigeonholed for its boots ttp://www.huffingtonpost.com/2014/08/16/future-of-ugg_n_5683024.html [online] [Accessed: 10/11/14]