GIANT

TEMPLATE

Group 5
Trinh Hoang Tu Anh
Van Thanh Dat
Le Cong Nguyen
Pham Ngoc Bao Tran
 o Background
o Market Segmentation
Thành Đạt
o Targeting
o Positioning
o Marketing 4Ps
 Product lines
Tú Anh
 Pricing approach
 Promotion
Content • Sales Promotion
• Public Relations

s • Advertising
• Direct Marketing
Bảo Trân

• Timeline for marketing

activities
 Distribution channels
o Conclusion Công Nguyên
Background • UNIQLO is a clothing apparel company
Information • Founded in Yamaguchi, Japan in 1949.
• UNIQLO is one of the largest clothing
brand in the world ( 3rd place ).
• Have more than 2000 stores around the
world.
The challenge when
entering Vietnam
• Have to compete with other
well-known brands and
local brands
• Tax
 Marketing STP
Male
• A
Under and femalesegmentation,
geographic
modern Japanese adults
company andandit
Segmentation targetsto the
aims
children urbanage
inspire
with andranging
people suburban
to dress
Targeting
population
casually.
from 3 to 40
• Tagline:
Under demographic
Simple made segmentation,
better
• People who are looking for
• Mission:
it targets “Unlocking
all the age categories
the Powerand of
Positioning affordable
both the genders.
Clothing” and high-quality
clothing
• Vision:
Under “Our visionpsychographic
is bold; to
• become
People who
segmentation, are looking
targets
the number the for
one social
cloths
trendy
class who
retailer in clothes
areworld.”
the which
working, middleareand
upper middle
casual class.
and laidback
PRODU
CT
LINES
 PRODUCT LINES
• UNIQLO has a wide product line (breadth) Clothes Boys, girls,
women,
Shoes
men and
Accessories even babies
 PRODUCT LINES
• UNIQLO has a wide product line (breadth) Clothes Boys, girls,
women,
Shoes
men and
Accessories even babies

• UNIQLO has a vast assortment of products in different sizes and colors

to suit individual desires.
 to
d a
en
m
o m o Differentiate
Doing better with
market research toproducts
competitors' get pulseto
ec of greater
meet numberexpectations
customers' of customers in a better &
R s cost effective way
n o Organise
Develop clothing line keeping
many contests comfort,
for Vietnamese
qualitytalent
artist and style high
to find out new things that
attract customers
o Maintain
Identify ofthe
new customer
product linessegments
for elder which
and
are untapped
children by company,
and should come up and create
with most
various
appropriate
options products
in designs for according to their
young customers
unfulfilled needs
HEATTECH AIRism

Ultra light down

CASHMERE
Organize many contests for Vietnamese artist talent to find out new things
that attract customers
PRICIN
G
APPRO
ACH
o Penetration pricing strategy
o Value -based pricing
o Competition based pricing
Promotion
o Target
o Sale Promotion
o Public Relations
o Advertising
o Direct Marketing
o Time for marketing
activities
Target
Create brand Attract
Buying habits
awareness customers

• High quality and affordable

• Visit stores
Think about Uniqlo when
• Basic, easy to wear
• Start towant
people buy product
to buy casual,
• Do not follow the trend
• Continue
basic clothes
buy product
• Slogan: “Made for all”

PROFIT
Sales promotion
New customers
 o Incentive size:
 At store visit store more frequently
 Website make the customers have the habit
of visiting the website of Uniqlo, catch up new
collections and all designs
 All items in store
 Limitation: items, gender
o Duration: Black Friday, End of summer,…
o Timing: about 2 weeks
o Distribution vehicle: cooperate with the delivery
Sales promotion service company
 Publication

Relations
Public
Co-operate with some e-newspapers, company
newsletter and magazines
 spread the information about Uniqlo to people
quickly
Public Relations
 Events
o Organize brand launch conference,

Relations
Public
exhibitions, anniversaries
oo Create
Get customers attention
some contests, on new designs
activities
o •Make customers
Image Feedback spend more time searching
contest:
about brandgifts
Receive
o Volunteer activities
Get 5%-10% OFFwill gain sympathy from
coupons
customers
Timing: in 1-2 weeks
• Collect old clothes for charity:
Buy clothes at promotional prices
Public Relations Timing: 1 week
 Magazine/ print
ads

Advertisi
ng

Advertising
 Billboard ads

Advertisi
ng

Advertising
 Ads on social
media

Advertisi
ng

Advertising
 Online video ads

Advertisi
ng

Advertising
 Kiosk marketing

Direct Marketing
Put in stores, centers,…
More convenient and time-saving for
customers
o Select all available items in the
store without staf
o Know the product shape, color,
Direct Marketing size quickly
Attract customers
 o Use a direct mail to notify customers about
new designs, sales promotions and other
activities of brand

Direct Marketing
o Send message to customers

o Upload teasers about new collection on

some movie sites or most commonly visited

Direct Marketing
 activities
Timeline of Marketing

Timeline Test plan for Uniqlo's marketing

activities within 1 year
for
Marketing activities
 October
oSunday Monday Tuesday Wednesday
Create and Develop social network 2019
Thursday Friday Saturday

1 2 3 4 5 6 7 Open the
o Attract media and people through e-newspapers, social media,
first store
in Vietnam
8 9 10 11 12 13 14
magazine ads
o Have billboard
15 16 on
17 crowded
18 roads 19 20 21

o Upload online video about, store, new collection

22 23 24 25 26 27 28

o Complete all information on website, social media

29 30
 Heat-tech
December 2019
Sunday clothingTuesday
Monday Wednesday Thursday Friday Saturday
adverting
1 2 3 4 5 6 Listen7 to
customers
and fix
8 9 10 11 12 13 14

15 16 17 18 19
Collect old clothes
20 21
for charity
Timing: 3 days
22 23 24 25 26 27 28

29 30
 February 2020
o Start follow
Sunday the
Monday workTuesday Wednesday Thursday Friday Saturday
trajectory
1 o Launch2 & Organize3 4 5 6 7
exhibition for new designs
8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30
 5% OFF at Store June 2020
Coupons for New
Sunday Monday
Login on website Tuesday Wednesday Thursday Friday Saturday

1
Timing: 21 week 3 4 5 6 7

8 9 10 11 12 13 14
Create a contest
Feedback pictures
15 16 17 18 19 20Timing: 2 weeks
21

22 23 24 25 26 27 28

29 30
 November 2020
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

Black Friday
22 23 24 25 26 27 28
sale

29 30
 September 2020
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5
1 6year anniversary
7
10% OFF Coupon
(at store & on website)
8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30
Distribution
channel
• The SPA (Speciality Retailer of Private Label Apparel)
manufacturer retailer model ensures low cost, high quality products
R&D
Head office Production & Procurement
R&D centers
(Tokyo, New York) Store Development/Store Design

Distribution
Distribution Management/Inventory Quality Control and Production
Management Process Management
Merchandising Factories

channel
Marketing Materials Manufactures
Materials Planning

Sales

Japan Stores, Uniqlo International Stores, Online Stores, Customer Services

 Distribution Online
S tores
channel

Manufacturers Warehouse Retailer Customer

• Quality Control and Production

• Inventory • Marketing • Customer Services
• Process Management Management • Merchandising
• Material Planning • Store Development/Store
Design

Head office
Conclusion