The Marketing in UNIQLO

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The Marketing

• In UNIQLO

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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.

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Definition of Micro Environment

• Micro environment refers to the close
  relationship with the enterprise, affecting the
  enterprises ability to serve customers.
• It directly affects the organization.
• It includes the company itself, suppliers,
  marketing agencies, customer markets, competitors
  and the public..

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Definition of MacroEnvironment

• 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.

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Micro-Environment Factors in UNIQLO
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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.

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Competitors

• The main competitors of Uniqlo are Zara, HM 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, HM 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

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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.

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Public

• Uniqlo has become another contender in the global
  fast fashion retail market despite competing
  against other bigger players - ZARA (Inditex),
  HM, 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.

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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.

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Macro-Environment Factors in UNIQLO
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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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UNIQLO

• MARKETING MIX

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• PRODUCT

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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 consumers want and need
• Suitable for everyone

specific version of a product that can be
designated as a distinct offering among an
organizations products.
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PRODUCTLINE

• OUTERWEAR

• Jackets
• Coats

• Cardigan
• Parkas

• TOPS
• Dresses
• One-piece
• Blouses
• Knitwear
• Hoodies

• TOPS

• 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
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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
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• PROMOTION

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ADVERTISING

• Originally relied on traditional advertising
  like flyers and TV commercials.
• Now advertise digitally.
• Billboard

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SALES PROMOTION

• SPECIAL PRICE AND DISCOUNT
• 11.11
• Black Friday
• and Boxing Day
• The day of their new store opening

• VOUCHERS
• Store Anniversary
• Membership

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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

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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

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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 customers card with
  both hands and eye contact

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• PLACE

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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)

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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

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ONLINE

• 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

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• PRICE

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COMPETITION-BASED PRICING

• Influenced primarily by competitors' prices
• Competitors

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COMPETITION-BASED PRICING
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RM99.00 100 Cotton
RM199.00 100 Cotton

RM129.00 100 Cotton
RM39.90 100 Cotton

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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.