UNIQLO Try to answer the following question: what are the most significant varia

Question

UNIQLO

Try to answer the following question: what are the most significant variables of segmentations that make this differentiate from other brands?

I.Compare to other competitor bands (at least three to five brands)

what are the major difference of this brand?

II. How do target the brand to certain customers, what are the characteristics of the customers of this brand?

III. How do the company and sales people/ manager positioning this brand to the customers?

IV. How do the company and sales people/ management decide the price of the brand?

V. How do the company and sales people/ management use different channel or logistics strategies to promote this brand?

VI. How do the company sales people/ management promote this brand, How they do on advertising, sales promotion, personal selling, publicity, and internet marketing.

I need help with the answer questions above.

Need answer questions about (UNIQLO)

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Explanation / Answer

1. Significant variables that differentiate Uniqlo from other brands are:

a. Long product development life cycle : Uniqlo focuses on quality of the product rather than responding to changing styles.

b. Low cost management, cheapest manufacture : Uniqlo provides world class clothes at reasonable prices by integrating its low cost operations model with private label apparel model.

c. Leverage Uniqlo has over Mainland, US and EU markets.

2. Major differences of Uniqlo compared to its competitors:

Bossini : Competitor in domestic market.

a. Acts fast to changing styles.
b. concentrates on distribution clothing.
c. keen about sales in four core markets

Giordano: competitor in domestic market
a. Has limited product range.
b. operates in few territories compared to Uniqlo.
c. concentrates on customers whole shopping experience (rather on single product range).

Gap: International competitor
a. Offers quality products at moderate prices (a bit high when compared to Uniqlo apparel)
b. Has very less inventory turnover : the rate at which company refills the inventory.

When compared to above brands

1. Uniqlo has classic product range which never go out of fashion.
2. comparitively low prices, high quality, efficient operating model with proper inventory control, store management.
3. Effective global market procurement.
4. wants to become number 1 apparel brand in the world by 2020. Aggressive in global expansion strategies.

3. customers desire to buy premium apparel at low prices.
Look for quality, simplicity. Hence, the brand offers basic range of products like oxford shirts, v-neck sweaters, T-shirts.

4. Positioning of Uniqlo is low cost brand when compared to its competitors.

5. Price is decided based on the quality being offered.
Spending habits of the customers in that particular market (domestic or international)
Brand value

6. Different logistic strategies : Uniqlo concentrates on buying good raw materials at very beggining of the supply chain.
They outsource the manufacturing to a place where the labor is cheap.
The brand is fast enough in refilling the inventory.
As the company concentrates on different product lines, there is huge time to frame go to market strategies, to optimize supply chain strategies and inventory levels.  

7. Promotion of brand: Proper use of technology will help companies reduce costs, errors in manufacturing, distributing processes. At the same time companies can increase the marketing range using digital marketing platforms (can reach different markets, types of customers)
Brands like Uniqlo advertise its products using both conventional methods like word of mouth and also brand campaigns which depend brand value. requirements

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