PRODUCT MANAGEMENT

Product
Launch
● GROUP 1: UNIQLO
● CLASS: MARKETING MANAGEMENT 60B
ON TUESDAY
 01 02 03
ABOUT US INTRODUCTION ANALYSIS
PRODUCT ENVIROMENT

04 05 06
NEW PRODUCT
SWOT TARGET DEVELOPMENT
MARKET PROCESS

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 GROUP 1: UNIQLO

BÙI THỊ PHƯƠNG ANH ĐỖ THỊ MỸ DUYÊN

11180072 11181172

PHẠM DIỄM QUỲNH PHẠM THỊ THU HUYỀN NGUYỄN PHƯƠNG MAI
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 Product
❖ Reason for making new shoes
•Summer is coming, the need is increasing in a
pair of shoes that are both light, airy,
sweat-absorbent, good deodorant especially for
men.
•The idea: Create a line of scented and
deodorizing canvas shoes.
❖ Product
• Structure:
The outer: Made of Grind rubber.
The shoe sole: Made of rice husk rubber sole.
The fabric: made with cotton.with different
scents: cinnamon, lemon, mint.
Style: Simple, exquisite, trendy design; Slim
form suitable for all foot shapes; Easy to combine
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with many kinds of outfits.
 UNIQLO INTRODUCTION
● Uniqlo Limited Liability Company is a
Japanese clothing design, apparel and retail
company
● Vision: "Uniqlo is a modern Japanese
enterprise born to make the world wear
casual clothes."
● Mission, To continuously provide
fashionable, high quality, basic casual wear
at the lowest prices in the market – casual
wear.
THE BUSINESS RESULT THE PRODUCT ON SALE
● Fast Retailing - the parent company of
Uniqlo clothing brand now has a market
capitalization of more than 103 billion
USD, becoming the largest enterprise in
the global fashion industry.
OVERVIEW VIETNAM
SNEAKER’S MARKET
INTERNAL
● The famous and best-selling
sneakers in Vietnam are shoe
DRIVER
companies such as Bitis, Nike,
Adidas, ...
● In general, these shoe companies
have very diverse designs, but
there is no shoe made from fabric.
fragrance and antiperspirant.
Because they have a high income
level, they will pay more attention to
food safety and hygiene than cost.
They are willing to pay a high price if
the dish is beneficial.
 1. DIRECT COMPETITORS

EXTERNAL ● Fast fashion brands: Zara, H&M

DREIVER

● The international sports footwear brands: Adidas, Nike,

➔ At the same time, competitors all have outstanding media
campaigns through the collaboration with celebrities,
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ambassadors, campaigns for the community,..
2. Potential competitors
● Highly competitive industry, customer:more demanding
-> if cannot find different strengths and create value for
customers, it will be difficult for businesses to survive.
Furthermore, the difficulty for new businesses that want
to join the industry is the initial investment.
● Uniqlo: having a good reputation-> will not be under
much pressure from potential competitors.
4. Competition from customers
● Customers also gradually pay more attention not only to
price and quality, but also want the added value of the
product. In addition, Vietnamese people also tend to
prefer foreign brands, so a popular foreign fashion
brand that has a name like Uniqlo will have many
advantages.
3. Competition from alternative products
● Footwear is a conventional product,
● The current footwear market is also very diverse with
many trendy designs, colors and materials and the price
is more reasonable than the average price of a shoe.
5.Competition from distributors
● Uniqlo has its own factory in Vietnam, using labor
force in Vietnam with the characteristics of being quite
plentiful, low cost.
● Raw materials for clothing and footwear production
(fabric, rubber, ...) are available and Uniqlo also has a
research team, full of modern machines to create
innovative technologies in production. produce their
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own products.
 S Strengths

W Opportunities
SWOT
Analysis Weaknesses
O

T Threats

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Strengths Weaknesses
● Strong brand portfolio, quality consistency to the UNIQLO ● The scale is not really large in Vietnam.
products ● Uniqlo's market share in the e-retail sector is small.
● The spirit of respect for indigenous people ● Shoes made of fabric get dirty very quickly, especially in
● Good experience at the store the rain, so shoes must be cleaned regularly.
● Has a great sense of doing things about society and the
community
● "New breakthrough" is full of creativity when it is the first
line of canvas shoes in Vietnam, with a fragrance.
● Durable, beautiful, convenient.

Opportunities Challenge
● Rising raw materials could pose a threat to UNIQLO's
● Opening up new markets through government agreements margins.
● Dominate the environment-friendly men's shoe market ● Counterfeiting of low quality and counterfeit products in
● The fragrance-flavored canvas shoe line contributes to VietNam.
Uniqlo's distinct position: a "green" fashion brand. ● The Covid-19 wave has not shown signs of cooling down in
Vietnam, causing the consumption demand of the people
to decrease significantly
● The appearance of Local Brand 9
NEW PRODUCT
DEVELOPMENT

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 STEP 1

IDEA GENERATION
Company sources other than R&D Competitive analysis

● The ability to supply materials of the leather, footwear and
handbag industry in Vietnam is developing in a positive
direction
● Uniqlo can fully apply advanced and modern technologies
to produce shoes, together with the cooperation with
domestic partners
● Shoe brands "Made in Vietnam" sandals such as Biti's,
Ananas... are direct competitors of this new Uniqlo canvas
shoe collection
● The design, price, and quality of these two product lines are
all very good; but the use of environmentally friendly
materials, especially the line of shoes with fragrance to
effectively eliminate and combat foot odor, is the
breakthrough point that Uniqlo brings

Research and development Product users

● Modern production line ● The age from 20-35, wishing to use it for study and daily
● Professional production process work
● Large scale, skilled workforce ● Uniqlo's use of perfumed canvas shoes not only brings a
● Prestigious warranty service sense of fashion and style; but also bring comfort, pleasant
● Good price policy and incentives scent that other brands like Bitis, Ananas,... can't have.
● Quality goods, clear origin, beautiful designs. ● This is also a group of customers who are knowledgeable,
quick to technology, quickly adapt to new trends and trends.
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 Step 2: Idea Screening

● Level and scope of research and development needed: 2 major cities,

Hanoi and Ho Chi Minh City

● Where the product fits in the market: summer in the North and dry
season in the South are perfectly suited for this product line.
● Outstanding advantages over competitors' products: simple and
trendy designs, especially environmentally friendly materials, and
attractive perfumes.
● Aligned with corporate profile and business goals: Uniqlo's brand
message has always been encapsulated in a clear vision: "Uniqlo is a
modern Japanese company that inspires the world to dress on trend
homely". “Not following fashion", launching eco-friendly products
with the same name with high brand recognition.

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Step 3 Concept development & testing
1. Concept statement

❖ Target market: The male from 22 - 30 years old in Hanoi and Ho Chi Minh City.
❖ Product features
- Quality of insoles with rice husk soles
• Helps absorb, eliminate sweat, keep feet dry
• Helps hug the foot, feels firm and helps regulate blood in the foot
- Quality from using rubber outsole
• Gives a smooth feeling to the feet
- The quality of the fabric smells good
• The fabric used is scented

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❖ Pricing: 1.199,000/pair is a lower prices than competitors Zara to dominate the market.
❖ Distribution: Uniqlo stores in Hanoi, Ho Chi Minh
❖ Assets & sources of capital:
• The budget used for the development and launch of new products will come from the parent
company - Fast Retailing - a leading corporation in the fashion field in the world. This will secure
capital for the Uniqlo brand.
• Production line: Since Uniqlo already has modern lines and machines for its existing products, the
process of technology transfer for new products will be faster and more cost-effective.
• Distribution system: Uniqlo already has stores in Hanoi and Ho Chi Minh City, so it has the strength
to reach the target audience that Uniqlo wants to target from the beginning.

2. Testing
Make an online survey, promote when a new collection is released to track customer interest.

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 STEP 4:
DEVELOP
MARKETING
STRATERGY

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 Marketing goals Positioning: Uniqlo's anti-perspirant and
fragrance-reducing shoes have good quality,
combine advanced technology and affordable
● Short term goal in 6 months:
prices to bring the highest benefits to customers.
60% product awareness among existing
Uniqlo customers and 20% unknown uniqlo
customers
● Long-term goals for 1 year:
+ 40% increase in sales for accessories
segment compared to 2020
+ Convert 30% of uniqlo shoe customers
into loyal customers.
+ Increase brand awareness by 30% by
2021 compared to 2020

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 Develop a marketing mix strategy
PRODUCT PRICE
- Product: shoes that deodorize and create fragrance for - Build a price strategy to penetrate the market with a lower
shoes with fabrics that apply the technology of creating price than competitors Zara to dominate the market.
scent-producing fabrics
- Packaging: materials - friendly environment
- After-purchase service: shoe repair, shoe shine and shoe
cleaning and sanitizing

PLACE PROMOTION

Direct-to-consumer distribution strategy at Uniqlo's

● Sales promotion (Promotion)
stores, websites and e-commerce accounts.
● Public Relations (PR)
● Personal sales
- Websites, commercial sites ● Advertising

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 STEP 5:
BUSINESS
ANALYSIS

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 SALES FORECASTS

Uniqlo currently has 8 stores in Hanoi and Ho Chi Minh City. It is expected that on
average, Uniqlo will achieve the following sales per month

Products Unit selling Number of sales per month Revenue per month (1000 units)
price (1000
units) Stores Website Shoppee Tiki Stores Website Shoppee Tiki

Shoes sport 1.199 1800 800 650 700 2.157.200 959.200 779.350 839.300

Total revenue per month = 4.735.050

Total revenue per year = 56.820.600

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 STEP 6:
PRODUCT
DEVELOPMENT

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 ❖ The shoe sole is made of Grind rubber
❖ The shoe insole is made of rice husk rubber
❖ The fabric is made of cotton combined with modern technology to create scents
every time the wearer sweats.
Simulation products

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 Product level of shoes Production cost:

Product Levels: 3 Product Classes ❖ Production cost for 1 raw

● Core products: shoes: 30$
Affirm your worth. Satisfy the need to own a quality and
comfortable product.
● Generic products (specifically): => Expected cut production costs to take
- Packaging: Trendy, stylish, eye-catching. advantage of existing tailors to sew for uniqlo.
- Quality: Highly durable. Will cut costs somewhat for the product
- Brand: Japan's Uniqlo brand takes the lead in quality, the brand
goes deep into the customer's mind.
- Characteristics: Has toughness, good bearing capacity, smooth
foot.
● Argument products
- Delivery: Can be delivered at home if purchased online
- Promotion: Program to buy lucky draw shoes; discounts during
major holidays; Comes with a t-shirt, hat…
- Create dynamism, personality for users
- Improve sports performance

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 Alpha testing Beta testing

1. Method

Market testing
1. Method
Experts testing:
● Give the product to the experts: ● Provide products to celebrities, KOLs,

ability to absorb sweat and
create scent.
● Product must ensure two main
factors and also give the user
comfort and durability when
using.
● Experts necessary to receive
feedback, certify
Internal: Employee
=> Alpha testing is able to solve or fix
serious problems immediately
2. Testing purpose
3. Standard
STEP 7:
journalists
● Planning "Pre-launching" communication
through Digital marketing.
● Organize pop-up stores at major shopping
centers in big cities
● Give away gifts
2. Target
- Receive comments and reactions
- Increase attention to the product
- Evaluating the effectiveness of the
product, customer satisfaction, campaign
3. Standard 24
 Step 8: Commercialization
Insight

They are people who care

Increase the level of about appearance and
recognition for new want to create a modern,
products of Uniqlo minimalist and healthy
lifestyle for themselves.
Objective However, the problems
when using shoes (smell,
sweat, secret, taking a
long time to wear) cause
Gender: Male them a lot of
Age: 22-30 inconvenience and affect
Occupation: Student, Office their confidence and
worker comfort in daily activities.
Income: from 3-4m
Hanoi, Ho Chi Minh City 25
 Stage 1 (1 month) Stage 2 (1 month) Stage 3 (2 months)

Objective Attracting the public's Officially launch new Widespread

interest product and bring communication in
great experiences to the mass media,
customers

Main Post introductions New product launch Continue to

Activities about new product event with the communicate about
launches and product appearance of many the product,
highlights through famous kols and especially through
social media and product experience influencers
online newspapers activities Interact with
customers through
Mix-Match
Challenges

Channels Social Media Event Social Media

E-journals for young Social media
people E-journals
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Implementation

Septembe
Step May June July August r October November December
Step 9:

Idea generation
Plan

Idea screaming
Concept development &
testing
Marketing strategy
development
Business analysis
Product development
Market testing
Commercialization

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 ● Criteria:
Sales
Satisfaction level
Competitor's activities
Step 10 Internal and external
environmental factors.
Review and
Evaluation
● Evaluation
Financial
Marketing

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Thanks!
Do you have any questions?

Contact:
phuonganhbui265@gmail.com

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