The Marketing in UNIQLO

Transcript

1. The Marketing In UNIQLO
2. Definition of Marketing  Marketing refers to the evaluation and organization of exchange relationships.  This is a business process that builds the relationship with customers through value exchanges and satisfies them. That is because marketing is used to draw in customers.  This means that marketing is the process of planning and executing ideas, concepts of goods, services, pricing, promotion and distribution to create communications that meet individual and business goals.
3. Definition of Micro Environment  Micro environment refers to the close relationship with the enterprise, affecting the enterprise’s ability to serve customers.  It directly affects the organization.  It includes the company itself, suppliers, marketing agencies, customer markets, competitors and the public..
4. Definition of Macro Environment  Macro environment is the major external and uncontrollable factors.  It influences the decision making of an organization, and affect its performance and strategies.  It affects the success, strategy and decision of an enterprise.  These factors include technological, demographics, economic, cultural, political, legal and natural environments.
5. Micro-Environment Factors in UNIQLO
6. Company  Uniqlo brand has a clear vision, it was Uniqlo, a mordern Japanese company that encourage casual dress around the world.  Makes for all brand concept takes its clothes beyond the age, gender race or other ways of defining people.  Focus on the unique functional performance of the brand Focus on the desigh and innovation of clothing.  Uniqlo differentiate from competitor through its signature innovation, such ad Lifewear and Heatech.  Communication strategy uses digital marketing and unique in- store environment.  a strategy that helps marketing in Uniqlo.Uniqlo has many digital in-store experiences that explain the befifits of clothing.  Strategy helps to communicate the brand's message.  Uniqlo had invited some celebrity endorsement.For example, Japanese wheelchair Tennis Champion, world-class Japanese world professional golfer Adam Scott.
7. Competitors  The main competitors of Uniqlo are Zara, H&M an Gap.  Uniqlo has positioned itself in technology rather than “fast-fashion” in Japan. Uniqlo brand is to sell clothes, not styles.  Uniqlo's customer choose Uniqlo becuse they focus on unique,appealing trands and brand quality.  Uniqlo stands out from Zara, H&M and Gap because Uniqlo has been keeping a mass number of loyal customers.  For the direct competitors, Giordano is popular and well-known casual clothing retailer in the Asia Pacific.  Giordano is one of the most successful local retail stories in Hong Kong, which has made groundbreaking achievements in marketing, branding, retail and service.  It was the first store to greet customers inividually once they enter “Say Goodbye” as they leave.  For the indirect competitors, F.O.S. (Factory Outlet Store) is a clothing retail chain established in the local fashion industry.  The inaugural opening of its outlet in Sunway Pyramid back in 1997 marked the birth of F.O.S
8. Suppliers  As for UNIQLO Malaysia, it is a joint venture between the Fast Retailing Co. Ltd and Wing Tai Clothing Sdn Bhd.  Fast Retailing has maintained a good competitive edge by providing durable and highly functional clothing.  UNIQLO hopes to fully advance into Western markets, according to President Yasuharu Ishikawa.  They will consider some identifying suppliers, according to an official.
9. Public  Uniqlo has become another contender in the global fast fashion retail market despite competing against other bigger players - ZARA (Inditex), H&M, Gap and Forever21.  Key brand success factors include its strong commitment to innovation and corporate culture.  Their Japanese founder, Tadashi Yanai is quite popular for his quote “Without a soul, a company is nothing”.  Tadashi Yanai has created 23 management principles and its includes customer first, giving back to society and self-sabotage.
10. Customers  Basic strategy of Uniqlo is appeal to the public.  The customers range from any economic background, demographics and ages such as 18-30.  There are just a few pattern and the sizes range from 3XL for men to XXL for women.  Uniqlo focus on building emotional connection with customers  The brand does not encourage customers to just look at it. UNIQLO had problems expanding in Europe and the US due to different needs and lifestyles of the international customers.  Uniqlo know the brand of choice when people are looking for the basic. For example, customer would prefer the cotton clothes.
11. Macro-Environment Factors in UNIQLO
12. Technological Environment  E-commerce ( online shopping ).  HEATTECH Line – specially designed to make the wearer warm in the cold using hollow fibers that capture air and prevent heat from escaping.  AIRism Line – specially designed to make you cooler in the summer using a fabric called “cupro” which is breathable by absorbing water.
13. Demographic Environment  Trends – use to understand what customers are looking for.  Main targets Male and female adults ages ranging from 18 – 40. People who are looking for trendy clothes which are casual and laidback. Not only limited to high income people.
14. Economic Environment  Online shopping vs. In-store shopping – trying to cater to people that like shopping efficiently and people whom enjoy traditional shopping.  Foreign European Market – overcame the economic inflation in the UK and are able to satisfy the consumers in the UK.  Foreign Asian Market – able to satisfy the taste of consumers in China and is now a well know brand there.
15. Cultural Environment  Symbol  UNIQLO store shows the design of the space as a neat and tidy sales floor  Making the clothes to be the central attraction.  Element of Effort  Supplies comfortable clothing line which has universal design, durable, accessible and affordable  Bright clothes and smaller sizes are preferred by Asians, but Europeans prefer plain colour and bigger than XL sizes.
16. Political Environment  Taxation  UNIQLO will be demotivated by a high level of taxation from increasing their profits.  Especially meaningless to do business in the United States.  It has higher tax; it is impossible to make quality and affordable products; it lacks of specialised labour.  Intellectual Property (IP) Protection  Trademarks of Fast Retailing Co Ltd (Trade Marks) are Uniqlo and the Uniqlo Logo.  Everything on this website, including these is licensed to Fast Retailing Co Ltd.  the information, text, logos, graphics, layout, design, pricing, services and products (Content)  No changes and copies of the Trade Marks should be made unless the permission is given.
17. Legal Environment  IP Laws and Other Data Protection Laws  The copy right in UNIQLO.  Selling the products, such as the following for women and kids.  UT Collection, accessories, pants, parkas, coats  With Disney Love Minnie Mouse Collection by Ambush.  Specially created by AMBUSH designer YOON.  Health and Safety Laws  Has engaged in Corporate Social Responsibility (CSR) activities.  To ensure the workers safety, controlling the whole production processes and cooperating with communities.  Consumer Protection Laws  Setting the reasonable price, ensuring certain quality standard products, defending consumers from fake marketing claims.  To identity the number of customers at the location of the retailer stores and their preference of UNIQLO products.
18. Natural Environment  Climate change  Textiles like in countries where the winter has become very mild, warm winter clothes will have much less of a market due to global warming.  Recycling and Waste Management  UNIQLO started working with the UN Refugee Agency (UNHCR) through their All-Product Recycling initiative in 2006.  Under this program, which is the UNIQLO Sustainability, clothing no longer needed by customers are still in good condition will be collected from the Recycle Box in every store - will be giving to refugees and underprivileged people.
19. Natural Environment  Attitude towards Eco-Friendly Products  UNIQLO has replaced the plastic bags to recycled paper or new paper from sources  Certified by the Forest Stewardship Council in 2019.  Cool Biz Campaign in Japan  An energy-saving campaign, known as “Cool-Biz” was started by the Japanese Ministry of the Environment in 2005.  Setting the air conditioner temperature at 28 degrees - Workers can wear short sleeved shirts to remain cool.  To allow more casual styles at work the campaign was extended to “Super Cool Biz”.  A further line of innovative summer clothing made from materials “Silky Dry” is provided by UNIQLO Japan. They absorb moisture and prevent body odors.  July 2011 sales have been increased to 11.2% consequently.
20. UNIQLO MARKETING MIX
21. PRODUCT
22. PRODUCT ITEM SHIRTS  UNIQLO sells shirts from both women and men  Made from different kind of materials  Comes with different colors, design and size  To satisfy the consumer’s want and need  Suitable for everyone specific version of a product that can be designated as a distinct offering among an organization’s products.
23. PRODUCT LINE OUTERWEAR  Jackets  Coats  Cardigan  Parkas TOPS  Dresses  One-piece  Blouses  Knitwear  Hoodies  Sweatshirt  Shirts  T-shirts  Polo Shirts Products that are closely related functioning in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within the given price range
24. PRODUCT MIX ALL PRODUCTS  Outerwear  Tops  Bottoms [Jeans, Long Pants. Short Pants, Legging, Skirts]  Innerwear [ Bra(Women), Inner Tops, Underwear, Socks, Legwear]  Swimwear (Women)  Kids and Babies (Clothes and Accessories)  Maternity Clothes  Sportwear  Pajamas All the product lines and items that a certain company sells
25. PROMOTION
26. ADVERTISING  Originally relied on traditional advertising like flyers and TV commercials.  Now advertise digitally.  Billboard Ads video on YouTube Email Blogs Websites
28. SALES PROMOTION  SPECIAL PRICE AND DISCOUNT  11.11  Black Friday  and Boxing Day  The day of their new store opening  VOUCHERS  Store Anniversary  Membership
29. PUBLIC RELATION ALL-PRODUCT RECYCLING INITIATIVE  Since 2014  Encourage customers to donate unwanted clothes  Sorted out and distributed to deserving people  Collaborate with UNCHR (YN Refugee Agency)  Use their business as a force to do good and create an impact to the society
30. PUBLIC RELATION UNIQLO RUN  22nd April 2018  Perdana Botanical Gardens, Kuala Lumpur  Each participant was given a UNIQLO Dry-EX t-shirt, run medal, Uniqlo tote bag, and refreshments  Exercise and get some fresh air with their favourite brand
31. PERSONAL SELLING  Use retail staff as its sale force  By meeting face to face with customers  Promotes through the retail staffs’  Attitude  Appearance  Knowledge about product  Train new staff for 3 months  Taught to interact with shoppers using 6 standard phrases  Did you find everything you were looking for  “Welcome to UNIQLO!”  Very particular about the retail staffs’ activity  Apparel folding technique  The way how staff return customer’s card with both hands and eye contact
32. PLACE
33. DIRECT CHANNEL • Produces its own product and sells them directly to consumers in its own retail. • Does not employ any marketing intermediaries • Sells product to straight to UNIQLO retail outlets (own-store outlet)
34. PHYSICAL STORES  1,379 UNIQLO Stores operating worldwide  50 Stores all over Malaysia All of UNIQLO Stores housed in commercial shopping centres in major cities For example All UNIQLO in Malaysia located in well-known shopping mall Kuala Lumpur (11 Stores)  Suria KLCC  Fahrenheit 88  Mid Valley Mega Mall  Sogo KL  Berjaya Time Square Selangor (12 Stores)  The Curve  Sunway Pyramid  One Utama  Paradigm Mall
35. ONLINE UNIQLO Official Website UNIQLO Application Online Stores offers  Entire product range Original products designed exclusively for online sale Inquiries  Customer can reach out to “Chatbot” on the website  Customers also can email them or call if urgent
36. PRICE
37. COMPETITION- BASED PRICING Influenced primarily by competitors' prices Competitors
38. COMPETITION- BASED PRICING
39. RM99.00 100% Cotton RM199.00 100% Cotton RM39.90 100% Cotton RM129.00 100% Cotton
40. Conclusion  In conclusion, all these components are important to a company to have a good strategy and program to run their company smoothly.  It is because the economy in the whole world has become stronger and growing faster if compared with the past.  It is important understand this field more in depth to become a successful company like UNIQLO.