PRINCIPLE OF MARKETING

Marketing Mix – Place (cont.)

Dr. Khanh Ngo

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 What did you learn from reading and knowledge
review session?

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Code:

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 Introduction

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 Introduction Case: UNIQLO - The Innovative Route
in Fashion Retailing

https://www.youtube.com/watch?v=efksZdXnqOU

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 Introduction Case: UNIQLO - The Innovative Route
in Fashion Retailing

https://www.youtube.com/watch?v=KwiDbaDnrjw
From 2:50, main 8:30

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 Introduction Case: UNIQLO - The Innovative Route
in Fashion Retailing

“Lifewear” brand, everyday clothes for a better life - high

quality, fashionable, affordable, and comfortable

Cheap can also mean chic and feeling good, UNIQLO has found
the best cut in fabric, innovated functional material and trendy
minimalist designs

High-quality materials at low costs with bulk

purchases, high quality production with Takumi Team

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 Wholesale and Retail Marketing Strategies

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 Real Marketing: Omni-channel retailing

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 Real Marketing: Omni-channel retailing

• Omni channel Marketing is an approach

that provides customers with a completely
seamless and integrated shopping
experience from the first touchpoint to the
last. Each channel works together to
create a unified message, voice, and a
brand for the company.
• In your group, choose 1 famous brand in
Vietnam and see how do they do with
Omni channel retailing. Present 5 minutes
to the class.

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 Retail Digital Supply Chains: Facing an
Omnichannel customer-driven landscape

https://www.youtube.com/watch?v=VdFx2R6diMk

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 Debate’s topic

Should National-Brand Manufacturers Also

Supply Private (Store) Label Brands?

• One controversial move by some marketers of major brands is to

supply private label makers.
• Other marketers, however, criticize this “if you can’t beat them, join
them” strategy, maintaining that these actions, if revealed, may
create confusion or even reinforce a perception by consumers that
all brands in a category are essentially the same.
• Take a position: Manufacturers should feel free to sell private
labels as a source of revenue (PRO) versus national
manufacturers should never get involved with private labels (CON)

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 Group 1 will be

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 Preparation: 10 minutes

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 Round 1a: Contestant 1 - Pro (2 minutes)

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 Round 1a: Question to Pro (30s)

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 Round 1a: Contestant 1 Pro – Answer question
(2 minutes)

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 Round 1b: Contestant 1 - Con (2 minutes)

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 Round 1b: Question to Con (30s)

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 Round 1b: Contestant 1 Con – Answer question
(2 minutes)

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 Round 2a: Contestant 2 - Pro (2 minutes)

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 Round 2a: Question to Pro (30s)

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 Round 2a: Contestant 2 Pro – Answer question
(2 minutes)

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 Round 2b: Contestant 2 - Con (2 minutes)

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 Round 2b: Question to Con (30s)

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 Round 2b: Contestant 2 Con – Answer question
(2 minutes)

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 Debate Voting: MS Team

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 Company Case: Zara

https://www.youtube.com/watch?v=whFsziS3x18

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 Company Case: Zara

• Read the company case and prepare short presentation for the answers
(15 minutes)
1. Would Zara’s model work for other retailers? Why or why not?
2. What can Zara do to ensure successful growth around the world while maintaining
the same level of speed and instant fashion?

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 Company Case: Zara

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 Real Marketing: Show-rooming and Web-rooming

• In your group, discuss your perceptions

about show-rooming and web-rooming. What
may retailers adjust to show-rooming web-
rooming threats and opportunities?
• Prepare 5 minutes slide and present to the
class.

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 Group Project A3: Marketing Mix Price

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 Home work: Marketing Mix Place work on A3

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