UGG 2015 S/S Marketing Plan_Taiwan

UGG 2015 S/S Marketing Plan_Taiwan

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  2015 S/S MarketingPlan
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  - To maintainthe brand image of fahsion, premium, and comfortable. - To reposition UGG's image of "winter brand" by enhancing consumers' awareness of spring and summer collection. Marketing Objective Concept This Is UGG Pillar 1 Advertising - Advertorials (Newspaper, Magazine) -Out-of-home Ad -Commercial (Movie, taxi) -Press gathering -Social media (FB, Instagram) -Celebrity seeding -Product loan -Store VIP event -Discount -CRM Pillar 2 Public Relation Pillar 3 Retailing
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  Pillar 1 Advertising Advertorials /Print-Ad / Out-of-home Advertisement / Commercials
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  Advertorials & PrintAd Objective Through the periodical exposure on major newspapers, magazines, and online media, continuing to communicate with consumers about UGG's brand image and most importantly, to let them know UGG's spring and summer products (sandals, slippers, flats...etc.) Advertorials Focus on target products, new seasonal theme and design introduction on newspaper and magazine (ex. VOGUE, ELLE, Marie Claire) Print-ads Using key visual from Australia to convey the brand image of premium and made-in-Australia.
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  Out-Of-Home Advertising Objective To massivelyenhance 15SS new products and recommunicate to consumers that UGG is not only about snow and fur winter boots. Materials Key product shots from head office to highlight foreign imported and premium image. Media Bus Taxi Subway passageway Subway in-train
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  Approach Broadcast 20” moviecommercial at selected movie theaters in Taipei & Taichung. Outline Target at young crowd to strengthen UGG brand awareness in Spring/Summer. Schedule the CM during the hit movie screening period to maximize the effect. (The Avengers II - 22 April, 2015 on screen) Place the CM at the movie theaters nearby the UGG stores to trigger the sales, and select halls that could accommodate 200-300 audience. Movie Commercial
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  Approach Place 20” TVCMon the screen device inside the taxi in Great Taipei City Outline Target at the taxi users to leverage the 15SS brand profile. Choose the biggest taxi company in Taiwan – Taiwan Taxi ( 台灣大車隊 ). Majority of taxi user in Taipei: 31-40yrs old (55%), women (60%), mid-high income (72%). Taiwan Taxi car numbers in great Taipei city: 9,900 cars. TVCM broadcast frequency: 8-9 spots per car per day. Total spots: 1,188,000 in 2 weeks. Total reach: 1,782,000 people in 2 weeks. Taxi TV Commercial
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  Pillar 2 Public Relation FashionShow / PR Shooting / Product Seeding / Social Media
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  Theme Every UGG Moment Toresonate with This Is UGG campagin---the moment of gathering with friends and family, the SS15 fashion show will continue this idea, and emphasize on the Time Spend with Beloved, that is seizing every little moment with beloved ones and enjoy UGG's cozy accompany Visulization of Theme Clock to represent UGG moments of 24 hr. Fashion Show- Key Idea Visual Elements Apply the idea of Clock into the show -Circle runway -Different time zone in daily life to display UGG shoes -Plastic watch or table calendar as press gift.
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  Fashion Show-Outline Location Taipei NewHorizon Utilize plants and large windows which connects outdoor grassland to the indoor runway, creating relax and household atmosohere. Key Celebrity Janet Hshieh - TV host of Travel and Living channel Fashion blogger To reinforce the online exposure of event by inviting target bloggers to write about the event on blog and social media. (eg. Facebook, Instagram) Interaction with Guest Install large projection screen to display all guests' photo shotted at the photo-call backdrop. Display the photo immediately and transform the large screen into event decorations, showing the idea of Every UGG Moment and also perk up the atmosphere. Janet Hshieh Taipei New Horizon
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  Fashion Show-Key Celebrity JanetHshieh Janet (Traditional Chinese: 謝怡芬 , b. January 20, 1980) is a Taiwanese-American television personality, violinist, author, and model based in Taipei, Taiwan. She is the host of the Discovery Travel and Living Channel's long-running series Fun Taiwan. The program is currently in its 13th season and has expanded to include Fun Asia and Fun Taiwan Challenge. She has been nominated four times for the Taiwanese Golden Bell Awards as Best Host of a Travel Program, and once for Best Host of a Variety Program. Janet is not only active in travel TV program, she is also very active in fashion event and magazine shooting because of her previous experience in modeling.
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  Objective Maintaining media relationshipand enhance product exposure. Approach Preparing shooting sample for media to borrow and shoot Send the sample shoes list and press release to target media, announcing samples are all available to borrow and use. By constant communication and good relationship with media, it is more possible to engage with celebrity and participate the thematic celebrity shooting. PR Shooting
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  Product Seeding -Bloggers Objective Through blogger’s exposure and broad readers’ resonance to trigger consumers’ purchasing desire Approach Invite fashion bloggers to write about UGG and introduce ket products Bloggers re-post their articles and looks to Facebook and Instagram, increasing UGG’s exposure. Targeted exposure amount: 2~3 articles. Suggested Blogger List Blogger Visitors Blog Facebook Facebook Followers Instagram Followers Gina 34,286,153 http://ginalacoco. pixnet.net/blog https://www.facebook. com/Gina.Hello 190K 40K Nancy 21,140,384 http://ksnancy.pixnet. net/blog https://www.facebook. com/WretchNancy 98K 17K Winnie 13,544,439 http://wiwinnie.pixnet. net/blog https://www.facebook. com/wiwinnie11 117K 10K Gina Nancy Winnie
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  Product Seeding -Celebrity Objective By gifting products to celebrity to enhance product exposure and create good relationship with celebrity. Approach - Maintaining the relationship with celebrities whom we have cooperated with before, ensuring they continue to wear UGG and reinforce their connection with UGG. - Reach out to new celebrities in order to expand more opportunities for future cooperation (ex. fashion show, PR shooting…etc.)
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  Social Media Event UploadPhoto - Customers go to UGG store and try on their favorite shoes. - Take shots of their look with UGG shoes in store. - Upload to Facebook and Instagram. - Hashtag the photo and set the photo as public (#thisisugg) Website Voting - Cooperate with Marie Claire.com to set up the website. - The website automatically capture the photo with #thisisugg and uploaders' Facebook or Instagram account. - Anyone with a Facebook account can vote for their favorite looks. Prize for Winners Top 3 winners can get UGG’s new products for free. Lucy Draw Event People who participated the voting can get special giveaway. Objective Get close to the young consumers, reinforce consumers' impression on UGG and increase the amount of store's walk-in customers Approach Create an event site for customers to upload and vote for their selfies of look with UGG shoes.
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  5. Top 3winners get free UGG products. 4. Login the website with FB and “like” to vote for the candidates. 3. Photos with #thisisugg display on the voting site #thisisugg Social Media Event - Mechanism 2. Upload your photo to Facebook and Instagram with #thisisugg; set the photo as public 1. Go to store and take a photo in your personal outfit with UGG shoes.
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  Pillar 3 Retail Store VIPEvent / CRM
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  Store VIP Event: CelebrityStore manager Objective To maintain VIP customers’ brand loyalty and call for their purchase. To increase media’s exposure on both branding and products. Location UGG flagstore in Taipei 101 Approach - Invite famous star as deputy store manager, release press invitation to media. - Invite VIP customers to the store and prepare food and beverage. - Celebrity introduce seasonal new products and talks about product's features and benefits. - Interaction with guests: Set up interactive screen where guests can take selfies and send the photos immediately to their Facebook or to their friends as personal message. - Guests who took photo and shared during the event will receive QR code coupons for future purchase. - The screen can be used for store display after the event Interactive screen
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  Customer-Relation-Managemet Approach - Periodically sendEDM and SMS to announce special sales or discount. - Gift small giveaways to customers who's purchase exceed certain amount (e.g. $NT10,000 = $US 330) - Update customers data routinely to get latest informations of customer's preference and behavior.
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  Thank You!