본문/내용
_SLIDE_1_
Marketing Analysis
GAP
MANGO
FOREVER 21
1
codes combine
NIKE
_SLIDE_2_
2
The most important customer group, `20s` wants unique and trendy style. However, simple and basic items of UNIQLO are big issues among them.
Hereby, we will find the SECRET of UNIQLO’s popularity and how to get more profits from 20s.
Issue
_SLIDE_3_
3
What is SPA brand
Speciality retailer of Private label Apparel
Production, Design, Circulation, Sales by One company
Market Size : $100,000,000(in Korea)
_SLIDE_4_
4
4
About UNIQLO
4
Since 1963, in Japan
No.1 SPA brand in Korea with profit
Inexpensive, but high quality
20s loves UNIQLO
_SLIDE_5_
5
5
About UNIQLO
5
UNIQLO DNA
Simple & Basic style
UT(T-shirt)
UJ(Jeans)
Heat-tech
Various products…
_SLIDE_9_
9
Marketing case study of UNIQLO
_SLIDE_10_
10
STPG Analysis
Segmentation
Classification?
Explanation
Age
The younger generation
Who wants trendy style
The older generation
Who wants basic style products
Gender
Female
Products for female
Male
Products for male
Price sensitivity
Who want high quality with low price
Brand loyalty
Who prefer the casual brand-named product
Active life style
Who want sports or functional wear.
_SLIDE_11_
11
11
Targeting Strategies depend on Types of Consumers
Types of Strategies
Un-Differentiated
Differentiated
Concentrated
Ways of Strategies
T-shirts for everyone
‘Simple’ and ‘Basic’ T-shirts
‘UNIQLO Jeans’
Different fits, prices, promotions for
different target customers
- ‘Legging-spants’ for young women only
Examples
STPG Analysis
Targeting
_SLIDE_12_
12
- UNIQLO is inexpensive, but good quality brand, and neutral in trend.
- So, We are going to loo