Beruflich Dokumente
Kultur Dokumente
INDIVIDUAL ASSIGNMENT
In this assignment we will explore the marketing mix of Uniqlo . The marketing mix
is a concept that includes all of the tools available to marketers to develops efficient
actions and achieve their sales penetration targets within a target market .While the
first 4Ps of marketing mix is product , price , promotion , and place . The 4Ps was
proposed by E.Jerome McCarthy in 1960.
Contents
A products is an item that is create or make to fulfill the needs of a certain group of
people . Product divide into two types , either services or goods . The target market of
Uniqlo is a market of hopeful , experiencers , and thinkers in generations X and Y ,
between eighteen to forty years old . Younger target consumers such as children and
teenagers will be less considered . (media.dropr.com) Uniqlo is different from their
competitors .
The main competitors of Uniqlo is Zara and H&M . This three company are always
being compared by consumer . Zara is the youngest trio . Thet started this business in
Spain in 1975 . While H&M , or Hennes & Manritz , is the oldest trio . H&M had
founded in 1947 in Sweden . H&M had already run their business 70 years.
( www.investopedia.com) The different of uniqlo is Uniqlo has a very clear brand
vision . Uniqlo has a very specific purpose of its brand to provide high quality ,
comfortable and basic wear with a very low price . Uniqlo provide up-to-date and
fashionable outfit but no trendy . Uniqlo does not like other competitors just only sell
copies of the latest runway fashions . in addition , Uniqlo has a very and charismatic
founder Thadashi Yanai . Thadashi Yanai is a supportive leader who supports strong ,
unique and cant easily iterate culture . He always affect everyone . He also
encouraged his stuff to make suggestion . He had make a very rare decision which is
conduct all business to the firm of English . (www.prophet.com)
Now let me tell you where did the name Uniqlo come from . In 1984 , a garment
factory named Ogori Shoji launched a shop in Hiroshima , Japan called Uniqlo
Clothing Warehouse. The brand would be registered under the contraction Uni-Clo ,
from the Unique Clothing part of the name.In 1988 , a stuff in charge of registering
the name misread the C as a Q . Finally , the name of the store was changed to
Uniqlo.
Uniqlo has provide a lot of product . We can divide them into a few categories .
Firstly , is men category such as hoodie , jacket and coat , casual shirt , graphic T-shirt
, polo shirt , swaeters , shorts and cropped , jeans, pants , jogger pants , kando pants
,tops , underwear , socks and legwear , loungewear and steteco.
Second is women categories such as hoodie , cardigan , jacket an parka , dresses and
tunics , shirts and blouse , graphic T-shirt , polo shirt , sweaters , shorts and shirt ,
leggings pants , jeans , pants , jogger pants , bra , tops , underwear , socks and legwear
, relaco , loungewear , swimwear.
Third , is children and baby categories . Uniqlo provide outerwear , graphic T-shirt ,
tops , bottom , innerwear and lounge , and toddlers for new born baby.
The forth categories is accessories for women and men . Uniqlo provide belt , scraf
and stole , hats and caps , room shoe , umbrella , towel , sunglasses , bag , and sandals
for women . Uniqlo also provide belt , sunglasses , hats and caps , room shoes ,
umbrella , and bag for men . (www.uniqlo.com)
Uniqlo had produce HEAT TECH outfit for costumer . They create HEAT TECH for
countries that has winter season . This technology came from Japan . you will feel
warm after you put it on when you feel cold . The featuring special fibres that will
convert your body moisture into heat . It is better than heat-retaining effect . Uniqlos
HEATTECH fabrics are infused with Argan oil . The result is in a softer and
moisturizing texture . Uniqlo also has a series of inner or out wear . The series named
as AIRism . AIRism provides cool and large for a large of situation . You can wear it
on spring , summer , and autumn . It is very light and comfortable . AIRism made by
ultra-fine fibers . You will feel soft and smooth on skin . Besides , AIRism dies sweat
very quickly during the hot day . AIRism is very suitable for outdoor wear .
(www.uniqlo.com)
The second element of marketing mix is price . The price of the product is basically
the amount that a customer pays for to enjoy it . ( marketing.co.uk ) Price is a very
component of a marketing mix because it determines your companys profit and
survival . Moreover , pricing always shape the perception of your product in
consumer eyes . One of the reason why Uniqlo can success is due to their low
pricing . This way make customers can buy their high quality products with a very
reasonable price . Customers can buy T-shirt for around RM40 and hoodie for around
RM60 . (www.uniqlo.com)
For example:
To sum up , Uniqlo will be the top one in he world in future . Uniqlo is a very
successful company . Uniqlo sells high quality product to costumer with affordable
and reasonable price . Uniqlo has to let the customer to sign up as a member . So, they
can earn point if they purchase with Uniqlo . Member of Uniqlo can redeem item such
as umbrella , hats , and recycle bag with their point that they earn , this method will
let customer to feel more satisfy with their trade .
References
http://marketingmix.co.uk/
https://www.slideshare.net/DanielSherrington/uniqloreport-43639581 [18/1/2015]
http://www.uniqlo.com/sg/corp/production/
http://www.uniqlo.com/my/store/men/accessories/other-accessories.html
https://www.prophet.com/thinking/2014/10/6-reasons-why-uniqlo-is-winning/
[6/10/2014]
http://www.investopedia.com/articles/markets/120215/hm-vs-zara-vs-uniqlo-
comparing-business-models.asp [02/12/2015]
https://www.scribd.com/read/306359563/The-Marketing-Mix-Master-the-4-Ps-of-
marketing
http://ng101.blogspot.my/2011/09/brief-history-about-uniqlo.html [11/09/2011]
http://www.uniqlo.com/my/shop/