Oohla Boots

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Place

Ooh La Boots are specifically designed and produced locally therefore, it is crucial in finding suppliers with the best materials near the production chain to decrease transportation cost all the while maintaining quality. It is important to find a bustling area where it is packed with consumers in order to raise brand and product awareness; therefore, we think it is one of the best to locate the first few shops within the CBD district (Sydney). In addition to being sold in retail stores such as Myer, David Jones and similar categorized footwear outlets, we aim to establish our own specific, ‘OohLa Boots’ outlet located on Sydney’s George Street, as well as Sydney Airport specifically targeted towards travelers. These brand specific outlets will offer special release and in-store exclusive footwear lines. As it is a consumer-centric product it is extremely vital to ensure that product placement is done adequately in order to achieve equilibrium sales in the market

Promotion

As mentioned above, Ooh La Boots as a new brand must establish its name and products across the market through efficient advertising and promotion. Advertisements through mass media disciplines such as TV, radio and social media and exclusive access like memberships can be one of the ways to create and initiate for consumers to buy the new products (O’Caso, 2011) An attractive online store website will be created in order to approach the consumer from all means which will include delivery of the product to the desired location within Australia. This includes the vital element of product innovation process which is the channel of communication.

Our most saleable element will be that of customization. Through our online store, consumers will be able to select from a wide variety of animal wools and leathers to create the basis of their slipper/boot. On top of that, the consumer will be able to select from a variety of soles depending on what style of comfort and shape they prefer. Finally, consumers will have the option of having their name stitched onto the heel of their shoe, providing them with an entirely exclusive experience that allows them to possess a shoe that no one else does. ‘OohLa Boots’ believe that this element of our brand is highly saleable and will set us apart from our competitors.

For a consumer oriented product the newness of the product is based on consumer perception rather than the physical features. In order to learn about the acceptance of Ooh La boots, a diffusion process will take place. This is a macro process concerned with the spread of the new product (innovation) from its source to the consumer (Bull, 2006) For OohLa Boots to be successful, It is essential that we employ the strategies previously mentioned both adequately and effectively.

Promotions and advertising

Upon brand entry, effective promotional and advertisement strategies must be employed to increase sales potential. Promotion is a term used to describe the set of tools and communication discipline that a business can use to communicate effectively the benefits of its product or services to its customers, (The Chartered Institute of Marketing, 2009). Promotional and advertising methods play an essential role of brand marketing strategy. Dunn states that advertising is used primarily to inform the potential customer of the availability of product and services, yet promote the products through the market to aware the target audience, (Dunn D, 1995). Promotional activities are also important in maintaining moderate-high traffic during the ‘off season’ for OohLa Boots – that being Spring and Summer. There are plenty of significant methods of advertising and promotions can be utilised by business to make the awareness of the product to target market.

There are number of participants who are heavily associated with developing advertising strategies such as Advertising Agencies. If the business desires to create an advertising campaign, an agency is employed to assist in developing, designing and producing the advertising campaign and get it placed directly through advertising department, (Jain A, 2009). Advertising departments include a number of advertising methods and communication disciplines to promote goods and services throughout the market. An example of advertising department that can be utilised by OohLa Boots is media advertisement which includes; newspaper advertising, press advertising or print media, magazine advertising, television advertising, radio advertising, poster displays and film advertising. The target audience of OohLa Boots is tourists who are travelling to Australia where in-flight magazine advertisements can efficiently communicate our products. Advertising goods of OohLa boots through in-flight magazines can create immediate recognition of the OohLa Boots brand, and make aware the Australian characteristics they retain. This method can also be integrated through Sydney guide magazines at the airport to attract mass consumers and travellers.

Advertising Production People is the fabrication of impressive and persuasive advertisements, and is only with active help and creative spirit of such artists, (Jain A, 2009). This advertising technique aids in the promotion of relevant products. The method involves the hiring of popular actress or model to endprse OohLa boots through television commercial and photo shoots for magazines. For example, the business can possibly create a sheepskin OohLa boots to display the product itself to audiences, however, a large financial budget would be required.

Finally, a focus on consumer influencing social media sites such as Facebook, Youtube, Instagram and Twitter will positively advertise and portray our products, whilst offering a platform in which reviews and feedback can be given. (Dannaher & Rossiter, 2011).

Promotion also includes the activities that provide consumers with short-term encouragement to make a purchase. Walker and Scott state that “promotions are activities that change the price and value relationship of the product as perceived by the target audience with the possible effect of generating immediate sales” (Scott P & Walker J, 2008) Promotional activities are composed of sampling, point of purchases, discount and also coupons. Each promotional activity has different advantages and benefits in targeting specific audiences in order to persuade consumers to make a purchase. For OohLa Boots, the advertising of our products within inflight magazines at a duty-free price, may convince the consumer to make a purchase due to the shoes reduced cost.

Marketing communication and consumer