Monday, April 27, 2009

Marketing Communication Mix

According to Gary Armstrong and Philip Kotler, the marketing communication mix is the specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationships. I believe that UGG Australia has some upsides and downsides that come out of the marketing mix for them.
"Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor."UGG's advertising is very scarce. I personally have never seen an UGG ad in a magazine that I have read nor have I ever seen a commercial on television for them. I believe UGG puts their ads in magazines that older women may read, such as Lucky. So, I went online and found some pictures of UGG ads that people have gotten from magazines, and I would have to say that some of the ads are more risque than I would think them to be.
http://www.bwgreyscale.com/ads/ugg.html ; http://www.visit4info.com/brand/UGG-Australia/7045  ;  http://www.uggaustralia.com/experience/index.aspx

"Sales promotion are short-term incentives to encourage the purchase or sale of a product or service." UGG rarely does many sales promotions, they may every once in awhile lower their prices for a sale, but again, that does happen rarely. The only way that you would really see UGG footwear discounted would be through a shoe website that does offer discounted footwear. Other than discounts and coupons, the authorized UGG stores will have displays of the footwear that they have to promote the line. http://farm1.static.flickr.com/142/326754456_b683fe0814.jpg?v=0 ; http://www.evansonthecommon.com/Footwear/website%20jan%205%20012.jpg

"Personal selling is the personal presentation by the firm's sales force for the purpose of making sales and building customer relationships." UGG has their sales force that keeps their relationships with retailers who sell their footwear. Also, the people who work in the stores can also be considered part of their sales force since they do help to sell UGG footwear. UGG's sales people have kept a good relationship with many stores for years who continue to sell their footwear, such as Nordstrom. 

"Public relations is building good relations with the company's various publics by obtaining favorable publicity, building up a good 'corporate image', and handling or heading off unfavorable rumors, stories, and events." I know from time to time, UGG Australia has special events that allows some of their profits go to a non-profit organization. They also do have press releases and conferences sometimes. I also believe that they have to take a lot from critics or consumers who compare UGG products to their competitiors products, so they need to handle the stories in an ethical manner. Also, they have kept a good 'corporate image' with many of their consumers, since many keep purchasing their products.

"Direct marketing is the direct connections with carefully targeted individual consumers to both obtain an immediate response to cultivate lasting customer relationships." UGG does not generally use too much direct marketing, other than using the internet. They do not use telephone, kiosk, or catalogs to market their products. The internet is how many people do find UGG products, with their website and many stores who do sell their footwear. There are also ads that come up, such as on Facebook, that markets along with what your interests are, allowing more consumers to see the products, and possibly go and browse on the webiste.


I believe that UGG can do a lot better with their marketing communications mix. I believe that they can advertise more, including more magazine ads and possibly commercials. I also believe that they should try using more direct marketing, such as sending small postcards or catalogs to consumers, allowing them to view the products. This can allow a neighbor or friend to be at their house, and also view the catalog and possibly purchase a product from them. They cannot really do much more with their sales promotion, personal selling, and public relations; I think that they are doing as well of a job as they can with these.


*Definitions are from 'Marketing: An Introduction' by Armstrong & Kotler

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