AUGUST 30, 2022

UNIQLO
Marketing
Plan
create by Group 4
GROUP 4 MEMBERS:

1 2
Nguyễn Văn Tài Vũ Thùy Linh
GBD210030 GBD210120

3 4
Trần Văn Minh Hoàng Thị Gia Hân
GBD210118 GBD210611

5 6
Ngô Phương Linh Trần Nguyễn Minh Nhung
GBD210009 GBD210207
Marketing plan
Outline
1. Executive Summary of Uniqlo
2. Uniqlo’s Situation Analysis
3. Marketing Campaign Objectives
4. Uniqlo’s Marketing Strategy
5. Marketing budget
6. Control and monitoring
 Made for all
Uniqlo is a modern Japanese company
1. EXECUTIVE that inspires the world in the everyday
clothing segment.
SUMMARY
Product lines
OF UNIQLO provides fashion items for 3 main target
groups including: men, women and children.
Expertise in research and new fiber trials.

Uniqlo in Vietnam market

Uniqlo to Hanoi with Uniqlo store at Vincom
Pham Ngoc Thach. The two Uniqlo stores in
Vietnam are among the largest in Southeast
Asia.
2. Uniqlo’s Situation
Analysis
2.1. Market analysis

The total number of employees of the

corporation is over 30,000 people.
Total revenue was 1.7651 trillion yen, up
3.9% from the previous year. Operating
profit overall: 271.0 billion JPY (+19.0%) in
the nine months leading up to May 2022.
 2.1.1 Overview of
Vietnam fashion market

Vietnam fashion: a high-growth

potential market
from 2015 to 2020. The two main items are clothing and
footwear, with corresponding market shares of 54% and
33%.
. Vietnam fashion: a high-growth
potential market

Branded clothing only accounts for a meager

24% of the market. in contrast to the
unbranded segment's meager 11% growth
suggests that consumers are quickly moving to
the branded sector.

Young Vietnamese consumers in some

circumstances wouldn't even mind standing in
line for long periods of time when an
international brand first opened shop there.
2.1.2

Trends
of the
Vietnamese
fashion market
Influencers with a fan base that closely
resembles their target market are frequently
chosen by brands. Present-day fashion KOLs
in Vietnam who are well-known include Chau
Bui, Decao, Son Tung MTP, ...
2.1.3
MAJOR
SEGMENTS OF
VIETNAM
FASHION
MARKET
 2.1.4
Purchase behavior
factors
Sales of fashion have risen in Vietnam as a result of the e-commerce
industry's spectacular growth. Due to the sufferings of the epidemic
and the fast-paced way of life, customers' internet shopping habits
have changed. At any time, they can rapidly search for and buy
items.
2.2. A REVIEW OF UNIQLO’S COMPETITIONS
 2.2.1. Differences
The adjusted strategy from The Gap that Uniqlo
used was to position its brand as private label
apparel; The company creates its own clothing, and
Uniqlo sells it only in a limited range of brick-and-
mortar stores and on its website. The company also
uses sporting events to engage the general public.
The designs Uniqlo creates tend to be simpler and
more practical than those sold by Zara and H&M,
and as such they appeal to a wide variety of
audiences.(
2.2.2. Similarities
Uniqlo, Zara, H&M, and Gap both seem to sell
reasonably priced clothing that adheres to great
fashion standards. They do these things quickly
and economically. The target market is created
using psychology and demographics. All four are
international fast fashion brands with a market in
Vietnam. One thing unites them all: competitive
advantage is born of customer preferences.
 2.3. UNIQLO’S SWOT ANALYSIS
Strengths
In terms of sales and earnings, Uniqlo is the
top clothing store chain in Japan.
The business is active in roughly 15
different nations worldwide.
Provide deeply discounted pricing to attract
more customers to the store.
Strong presence in international market
Uniqlo had started outsourcing its clothes
production to facilities in China where labor
was inexpensive, a move that is common
among businesses.
A robust labor force of more than 30,000
workers
Weaknesses
Despite being a well-known brand,
it has a low brand recognition rate.
Because customers have
significant bargaining power, brand
switching reduces value.
Threats
Growing rivalry between domestic
and international businesses
Strategic cost leadership cannot be
sustained over the long run.
As there is only one concentrated
target market for clothes, brand
switching might occur simply.
Regulations for FDI in various
nations influence rapid growth
Opportunities
A strong brand image could benefit from
that and expand the range of products
available in addition to apparel.
The brand can use aggressive social
media use and viral advertising to market
itself.
Many opportunities to pitch at different
sporting events
Expand presence globally.

3. Marketing Campaign
Objectives
 3.1 The objectives of Uniqlo
The objectives of Uniqlo is to bring value to
customers and establish closer relationships
with customers (by offering high-quality,
simple, comfortable, and style products at
medium prices that are affordable. Uniqlo's
products are always innovated and designed
to suit the needs and lifestyles of customers in
the future.)
The second goal of Uniqlo is to increase sales
through proactive customer acquisition and
improve e-commerce development which
easily communicates with customers and
converts customer desires into products.
The third: achieving the world's No. 1 retail
brand in the future.
 3.2 The objectives of
marketing plan
The objectives of marketing activities will be to focus efforts on developing e-commerce, in order to increase sales, reach
maximum potential customers and increase market share.

Measurable: Relevant:
e-commerce sales to increase from
Uniqlo's goal is to focus on brand development and care about
10% to 30% in Vietnam within 5
the people who wear the product. In addition, the objective of
months from 1/1/2023 to 30/5/2023
this marketing strategy is to develop e-commerce that helps to
develop brands and easily reach customers.

Specific:
Developing sales on e-commerce
platforms, establishing close and lasting
relationships with customers, and creating
Time-bound:
Achievable: 1/1/2023-30/5/2023
Viet Nam is predicted to have the Enhance e-commerce development.
fastest rise in online retail GMV,
growing by 4.5 times between 2021 Customer care.

the step-by-step potential for the Uniqlo
brand can achieve the world's No. 1 retail
brand in the future.
and 2026. About Uniqlo, reaching
Increase sale revenue.
over 4 million people follow om social
media and gaining more than 35,000
new clients
 Demographic segmentation
4.Uniqlo’s Age group: a group of people from 18 to 40
years old

Marketing
Gender: Male and Female
Earning: have a stable income

Strategy
Geographic segmentation
Cities that are densely populated,
economically developed, and convenient to
travel
4.1 Target Segment
Behavioral segmentation
A group of people who want to buy high-
quality, affordable, easy-to-carry, simple and
easy-to-match products

Psychographic segmentation
People with stable income or more They will
have a need to find products with higher
requirements than popular products.
 4.1.2. EVALUATING
MARKET SEGMENTS
The market segment selected by Uniqlo Vietnam is
considered a large market segment which is a
potential market for Uniqlo to develop strongly.
Uniqlo's products, which are known as high-quality,
simple, easy-to-match, and affordable products, are
suitable for the purchasing power of a large number
of customers in Vietnam. Besides, Uniqlo has the
potential to increase revenue on the e-commerce
platform because of its large number of social
network followers.
4.1.3. Selecting target market
segments
Uniqlo's market segment in Vietnam is 18 to 60 years
old, for both working-class, upper- and middle-class
men and women. Mainly distributed in big cities, areas
with stable incomes, where there are many potential
customers with enough purchasing power such as
Hanoi, Hai Phong, and HCM city. Uniqlo's products
are mainly aimed at customers who behaviour is
looking for high-quality, simple, fashionable, and
affordable products
 4.2. Positioning and differentiation strategy

The objective of Uniqlo, a contemporary Japanese company, is to encourage casual dressing. The company
sells clothing that is fundamental, straightforward, and lets wearers discover their unique personal styles. It
has a "made for all" positioning strategy. In general, Uniqlo is the place to go if people want to get
fashionable, high-quality clothing that is also reasonably priced
 1 Product:
4.3 improving society and the planet.

MARKETING
high quality, inexpensively priced, and influenced
by the newest trends.

MIX 7PS
("Uniqlo X Once Piece Red Film")

STRATEGY 2 Price:
The initial decision to set a price for a new
product was made by Uniqlo, penetration pricing.
Rely on two of pricing way:
Psychological Pricing
Geographical pricing
4.3.3. Place:
Uniqlo created an automated personal
shopper that analyzes consumer
reactions to various outfits using
neuroscience in order to suggest new
goods based on their moods and
preferences
4.3.4. Promotion:
Uniqlo has many options for reaching its target audience, including taking part in local
events, setting up temporary shops in busy malls or other locations, writing press
releases, creating social media adverts for nearby companies, and content marketing.

4.3.5. People:
Uniqlo employees have more freedom to show their uniqueness and style than those
who work at most other clothing retailers. Teach store employees how to display,
arrange, and sell merchandise as well as how the products perform.

4.3.6. Physical evidence:

The products will be organized in a pattern, with the top and center positions going to
the things that are now in style. The products are top-notch and up-to-date in style.,
Uniqlo is currently located in a nice and prominent location in the city center with a
large area with 200 square meter premises. And located in the city center, so almost
all of them are major roads.
4.3.6. Process:

online:
Since then, Uniqlo has offered the best
customer care services and ways in each
process. Maybe Uniqlo will focus on services
such as delivery and online ordering service
so that customers always feel satisfied with
Uniqlo products.

Offline:
This is the usual process of a customer when
shopping at a Uniqlo store. Based on each
customer's personality, we will still change
the way we serve and maybe the customer's
process may change as well. But Uniqlo
always develops staff to best support
customers
5. Marketing budget
 6. CONTROL AND
MONITORING
6.1. Measuring the Marketing Performance
Return on Revenues (ROS) measures how well a business converts sales into profits.
ROI, or return on investments, calculates the profit or loss made on an investment in relation to the capital
invested.

Number of products: 20,000 products
Floor price: 10 USD
Market price: 34 USD
Marketing expenses: 400,000 USD
Net marketing contribution = net sales - cost of goods sold - marketing
expenses
(20.000×34)-(20.000×10)-400.000=80.000 USD
6.2. Monitoring and performance mechanism of Uniqlo
6.2. Monitoring and performance mechanism of Uniqlo
Bài đấu thầu của Không Gian Chung