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Programme: Diploma in Business (DIB)

Diploma in Mass Communication (DMCM)

INDIVIDUAL ASSIGNMENT

LEE ZI KANG I17013523


(5T2)
Submission of Assessment:
This assignment must be submitted via Blackboard. It is advisable to
retain a copy of your assignment for your own records. Your marks will
be displayed on the Blackboard (My Grades).
The written portion will be graded on the professionalism of the report,
the clarity of the writing, and appropriateness as well as explanation of
the campaign. Additionally your report should include current facts and
statistics where appropriate. (Kindly use Harvard style referencing)
The completed write-up must be in 1500 words.
Use Times New Roman/ Courier New font size 12 with a 1.5 of
spacing.
Submit this brief together as the front page of the completed
assignment.
Plagiarism is a serious academic offense (cut and paste materials will
be seriously penalised).
Introduction
Uniqlo is a Japanese casual wear designer , manufacturer and retailer . The company
operates in Japan and several countries including Malaysia . Not only clothing ,
Uniqlo also offer accessories such as belts , shoes , scarves , bags and under garment
as well . The founder of Uniqlo is Tadashi Yanai . Tadashi Yanai started this business
in 1949 . He focused on producing men outfit . Later on , children clothing and
women clothing become part of the clothing line as the company grew fast . Uniqlo
also provide unique item that have special effect . For example , Heat Tech and Quick
dry . Uniqlo stands for worn by everyone so no matter what style and age.

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:

Men Dry-EX Long Sleeve Full-zip Hoodie (RM59.90)

Men Tommy Guerrero Collection Graphic T-shirt (RM39.90)


The third element of marketing mix is place . Placement or distribution is a very
important part of the product mix definition . Uniqlo was established in June 2010 in
Malaysia . The first store of Uniqlo opened in Malaysia on 11 th November 2010 and
located in Bukit Bintang . Why choose Bukit Bintang ? Bukit Bintang is the biggest
fashion market with several giant shopping center that are luxury and frequently
visited such as Pavillion and Starhill Gallery . Uniqlo has 40 physical store in
Malaysia such as KL Sogo Store , The Mines Store , MyTOWN shopping centre , Sky
Avenue and Bangsar Village.

At Uniqlo , they have 70 contract manufacturing companies . The manufacture are


located at Shanghai ( China ) , Shenzhen ( China ) , Ho Chi Minh ( Vietnam ) , and
Dakka ( Bangladesh ) . Uniqlo has a group of engineers . Each engineer has over 30
years experience in Japanese textile industry . The team will transfers expertise to the
factories on overall factory management such as spinning , knitting , weaving , and
sewing . ( www.uniqlo.com )

Lastly , the forth element of marketing mix is promotion . Promotion is a very


important component of marketing as it can boost brand recognition and sales .
( marketingmix.co.uk ) . Every company can having promotion with advertising ,
personal , selling , sales promotion , public relations , and direct marketing . Uniqlo
has global website . Via website , customers will know the newest information of
Uniqlo such as new product and sales . Customers can also buy product though
Uniqlo website . Uniqlo also has their own social media strategy , but it is less easy to
execute effectively and efficiently . In addition , public relations also promoting the
functionality of its products , its innovative fabric technology , and high quality , low
cost buiness modal . (www.slideshare.net)

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/

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