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Group 3 - Consumer Behavior : Uniqlo

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by

Badr TAZI SIDQUI

on 6 January 2014

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Transcript of Group 3 - Consumer Behavior : Uniqlo

Summary
Overview
Marketing Strategy
The impact on consumer behavior
An example of a consumer
Questions and Answers
OVERVIEW
1963
2001
History
Vision
Good quality products
Clothing for everyone
Affordable
Values
Overview
Marketing Strategy
An example of a consumer
The impact on Consumer behavior
Question and Answers !
Marketing Strategy
The Impact on Consumer Behavior
Prices are low because of the economies of scale, not because of cheap quality and materials
New collection costs less that basic
Price depends from : material, collection, category
Actively use Psychological pricing strategy
Prices
Product & Price
Promotion
Targeting of Uniqlo
Positioning
UNIQLO - it's number one brand in Japan, which inspires and delights millions of people every day.

UNIQLO - is a producer and retailer of fashion apparel retail chain of over 800 stores in Japan, China, Korea, Singapore, Hong Kong, the UK, France and USA.

UNIQLO - a modern Japanese company, in which the efforts of talented and passionate individuals are realized in the quest to become the number one brand in the world!
Positioning
Brand Message
TVCM 1 - Celebrities
Analysis of commercials
Social projects











TVCM «MADE FOR ALL» (with consumers/ celebrities)
Market communications

Multi-ethnicity models (for lookbook)



Use celebrities to create awareness
Market communications
Social medias




Interactive Website





Host/ Sponsor events
Market communications
TVCM 1 - Ordinary Japanese
Analysis of commercials
Ogori Shoji
1984
Store: Unique
Clothing warehouse
in Hiroshima
1991
FAST RETAILING
1st oversea expansion: London
2002
China
from Ogori Shoji to
1994
100 stores in Japan
1997
SPA strategy
The lost decade
500 shops
in Japan
USA KOREA & HK
2005
700 shops
in Japan
2009
France &
Singapore
2010
Taiwan &
Malaysia
Oversea Expansion
Establishment in Japan
2011
2012
Thailand
Philippines
145 shops in China
2020
5 trillion ¥ ?
Tadashi Yanai
Flagship Stores
Merchandising
Website
100 Shops per year till 2020
How to identify the best locations in such a big country?
China
Partnership with TaoBao
Access to more than 100 million users
Database
Decision making
Locations
Customers
Best sales
Showcase
Items display
Around 1100
stores in total
To become the 1st Casual Wear
Manufacturer and Retailer
Need recognition
October:
It's Getting Cold !
Pre-Purchase evaluation of alternatives
Brand knowledge: Uniqlo Gap H&M American Apparels
Search for information
Good products
but

Expensive
Objective: Relatively cheap clothing with a high quality
"
We are made for everyone
"
Wide range of colours and sizes
They target from children to adults
Need of economy of scale
Reason of the oversea-expansions
HeatTech
SOLD A 100 MILLIONS IN 7 COUNTRIES
Thin, comfortable, light, keeps heat and dries quickly
T-shirts, turtlenecks, underwear, leggings, and socks, pants, etc...
Good price
Fashionable products
but
Bad quality
Relatively good quality
Good Price
HEATTECH AGAINST THE COLD
A Student wants simple clothes but doesn't want to spend too much !
Purchased
CONSUMPTION
Wearing everyday
Post-Consumption
Fights the cold well
Student satisfied
Place
Full transcript