BRANCH EXPANSION MARKETING

PLAN

Student Name
900……..
Executive Summary
Uniqlo is Asia’s Largest Clothing Retailer with a big ambition to be the largest
clothing retailer in the world competing with other big-name brands such as Zara,
H&M, Gap and Forever21 (DURISIN 2013).
They propose to do this by expanding the business internationally by opening
clothing retail stores all over across US, Asia and Online. With this report, it will
cover and analysis with in-depth analysis and research of Uniqlo’s Marketing
Strategy and Objective aspects of expanding Uniqlo’s Retail business within Western
Australia.
This report will briefly cover market segmentation which consists of Geographically,
Demographically and Psychographic with refers to aspects of the company’s target.
Uniqlo’s Market Segmentation targets metropolitan and rural with aspects of all age
groups and targeting lower to the middle class for people that live a simpler lifestyle.
This report will also cover Uniqlo’s Target and Positioning strategy with Marketing
Mix which expands on the element of Product, Pricing, Place and Promotion.
Uniqlo’s targets to produce higher quality products for all ages of consumers for a
regional price
With this strategic marketing objective, this can lead to Uniqlo expanding its brand
within Australia which can result in an increase of the brands' recognition, increase of
sales in-store/online and possibly opening of more branches with the country.
Table of Contents
Introduction................................................................................................................. 1
Situation analysis........................................................................................................ 2
Marketing Objective.................................................................................................... 3
Market Segmentation..................................................................................................3
Geographically segmentation............................................................................3
Demographically segmentation.........................................................................3
Psychographic segmentation.............................................................................3
Target and Positioning strategy.................................................................................. 4
Product.............................................................................................................. 4
Marketing Mix..............................................................................................................4
Pricing................................................................................................................5
Place..................................................................................................................5
Promotion.......................................................................................................... 5
Budgets....................................................................................................................... 6
Official opening.......................................................................................................6
Advertisements.......................................................................................................6
Promotion............................................................................................................... 6
Evaluation measure.................................................................................................... 6
Conclusion.................................................................................................................. 7
References..................................................................................................................8
Introduction
Uniqlo is a Japanese fashion brand basically from Japan. The name Uniqlo is a
compound between the word ‘unique’ and ‘clothing’. They focus on the simple
design, high quality and affordable. They currently have two stores in City center and
second in Cannington. This report will show the opportunity to expand the Uniqlo
market to Westfield Withford which is further to Perth and Cannington.

SITUATIO
N
ANALYSIS
Strengths
- Developing new and innovative product
- Quality materials
- Reasonable price
- Appealing brand image
- Strong market position enhancing bargaining power

Weaknesses
- Higher cost due to impact tax and Yen currency
conversion
- Some costumers are unaware of the brand
- Reliance on certain regions for production
- Product variety and launching base on four seasons

Opportunities
- Popularity of large format store
- Expansion in growing Asian Market
- Increase in demand
- Focus on growing womens' wear market

Threats
- Stiff competition from global operators like H&M
  Increasing recognition for Uniqlo brand. As Uniqlo is
Japanese trendy outfit which give Australian an
opportunity to try something new with a reasonable
Marketing price and high quality.
Objective  To gain at least 5% of in-store sales every two
months
 Build a better understanding of womens’ clothe
design
 To increase the number of in-store and online customer

Geographically segmentation, metropolitan and rural

is targeted.
Market
Segmentation
Demographically segmentation, all ages categories
and genders are the targets. They priced the clothes to
target people who have low to middle income, which is the biggest range of social
class in Australia as figure 1. Additionally, Uniqlo target people who occupation
employees, college, graduate and postgraduate students.

Figure 1:

Australian Social Class

70
60
50
40
30
20
10
0

Lower Class Middle Class Upper class

(Organisation for Economic Co-operation and Development

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Psychographic segmentation, Uniqlo focus on people in working class, middle
lower up to upper middle class who has an easy-going lifestyle (UNIQLO-
Moodboard, Consumer Segmentation 2017).

According to (Bhasin 2019) the main target market of

Target and Uniqlo is male and female adults, the average age of 18 to
40 who are looking for good quality apparel with a sensible
Positioning
price that matches their lifestyle. Besides, Uniqlo offers its
strategy
buyers a casual fashion with a twist of trendiness.

Product
is one of the leading apparels for its reputation for high-quality
clothing. Moreover, their marketing mix targets all age groups Marketing
and genders. For example, they provide a wind variety of Mix
clothing products and accessories for every age as a table
below

Tops, outerwear, sweatshirts and sweatpants, bottoms, activewear,

Men
innerwear and loungewear, accessories and shoes
Tops, outerwear, dresses and skirts, activewear, bottoms, innerwear
Women
and accessories
Tops, outerwear, dresses and skirts, activewear, bottoms, innerwear
Girl
and loungewear and accessories
Boy Tops, outerwear, activewear, bottoms, innerwear and loungewear and

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 accessories
Newborn (0-12 M) bodysuits, innerwear and accessories
Baby Toddler (12M- 4Y) outerwear, tops, pajamas, bottom and innerwear
and loungewear.
Pricing is mid-range which suits for customers who are acquiring a high-quality
product for a lower cost. They have a mass production from Chinese factories, so
they can sell their product in low cost. Also, at the end of the season, they even drop
their price lower to up-sell. Additionally, Uniqlo provide free shipping on all orders
(Bold 2017).

Place
The capital city is the first marketing place that Uniqlo targeted. It is the location that
people tend to use as a meeting point. The second location will be the area that
people who live further to the city can go to investigate their products such as
shopping plaza in a rural place.

(Uniqlo
Promotion of the Uniqlo, on the website, they use many people
from different countries as a presenter to present the slogan “Made for all”. By this
slogan, it makes the Uniqlo brand looks more global. Furthermore, at the end of any
season, they will have the promotion. For example, 20% - 50% discount for some
product or buy 4 to pay 3 to make an attractive point to the customer to buy their
product.

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 Official opening
 Different traditional Japanese shows to make a new
experience for customers Budgets
Advertisements
 Newspapers, Television, magazine, radio, bus stops and
train stations

Promotion
 Social media post, for example, Facebook, twitter, Instagram, YouTube and
Uniqlo application
The budget will be put on advertisement the most, follow by promotion and official
opening. Thus, when people get to know more about Uniqlo brand by the
advertisement, they will be interested to search up more about information to see the
offer that Uniqlo has at that moment.

Objective Evaluation

Increase recognition of the brand Recognition of the brand increase

To gain at least 10% of in-store sales Every two months, Uniqlo gains at least
every two months 10%

Build a better understand of women’s Uniqlo develops an understanding of

outfits design women’s clothes

To increase at least 5% the number of The number of in-store and online

in-store and online customer customer is increasing

Evaluation
measure

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Conclusion
To conclude the report, introducing the Uniqlo marketing strategy was a success with
achieving all of the objectives with an increase in recognition, development of
womens’ wear, in-store and online sale. Uniqlo market strategy implements in
metropolitan and rural area such as in the city or shopping Centre because there is a
wide range of consumers from tourist to locals. Moreover, the promotions that Uniqlo
offer especially at the end of the season or special events such as black Friday or
boxing day are the most attractive for the costumer, for example, 70% off or buy two
get one free. Additionally, advertisement is the most efficient way to increase the
number of the customer because Uniqlo uses the different people from different
regions to promote their product which can make the customer feel comfortable to try
the product. Also, with an affordable price and high-quality products, customer can
assure when purchasing a Uniqlo product they will be satisfied with the quality in
aspects to the price.
With all of these marketing elements implemented within the marketing strategies,
Uniqlo can expect to receives position outcome which will bring them closers to their
objective of becoming the world’s largest clothing retailer.

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References
Bhasin, Hitesh. 2019. Marketing Strategy of Uniqlo – Uniqlo Marketing Strategy. May
29. Accessed August 28, 2019. https://www.marketing91.com/marketing-
strategy-of-uniqlo/.
Bold, Monkhzul. 2017. Uniqlo from Marketing concept. January 13. Accessed August
28, 2019. https://www.slideshare.net/lascienl/uniqlo-from-marketing-concept.
DURISIN, MEGAN. 2013. The Story of Uniqlo — The Japanese Clothing Chain
That's Taking Over The World. April 27. Accessed September 4, 2019.
https://martinroll.com/resources/articles/strategy/uniqlo-the-strategy-behind-
the-global-japanese-fast-fashion-retail-brand/.
Oliveira, Gabriel. 2018. BN BUSINESSNEWS.
https://www.businessnews.com.au/article/UNIQLO-to-open-second-store-in-
Perth.
Organisation for Economic Co-operation and Development. 2019. Under Pressure.
May 1. Accessed August 2019, 2019. http://www.oecd.org/social/under-
pressure-the-squeezed-middle-class-689afed1-en.htm.
Uniqlo. n.d. Accessed August 28, 2019. https://www.uniqlo.com/au?
gclid=CjwKCAjwqZPrBRBnEiwAmNJsNsN0_UrgML_Coyrshji5aOLiifrMkQw9o
wHRX4W_LyA4fwQTaauWHBoCSmwQAvD_BwE#men_id2555.
2017. UNIQLO-Moodboard, Consumer Segmentation. July 1. Accessed August 28,
2019. https://newlook169.wordpress.com/2017/07/01/uniqlo-moodboard-
consumer-segmentation/.