Consumer behaviour assignment : Uniqlo Co Ltd
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Added on 2021-04-17
Consumer behaviour assignment : Uniqlo Co Ltd
Added on 2021-04-17
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Consumer Behaviour 1CONSUMER BEHAVIOURNameCourseTutorUniversityCity/StateDate
Consumer Behaviour 2Consumer BehaviourUniqlo Co Ltd is a Japanese company founded in 1949. It is in the fashion and retail industry, dealing with designing and manufacturing casual wear. Uniqlo operates in Japan with its headquarter in Minato, Tokyo. It has opened stores worldwide with operations in Canada, Bangladesh, Australia, China, France, India, Germany, Singapore, South Korea, United Kingdom, United States and the Philippines, etc. With Korea experiencing cold winters, and the high heating costs would make citizens colder, the company capitalized on this. They came up with a heat tech window which, when applied to a window, it raises the room temperature to 2 - 30 C. The heat tech window has increased their sales, and at the same time it's an ad on their customer's window. The following is a link to the video of Uniqlo’s Heat Tech Window https://youtu.be/XMjxwiPXR1w .When advertising, it is vital for businesses to be aware of their target audience and how they willget to them since finding the right customers is critical to the business success. A target audience is a group of individuals who have similar characteristics and are most interested in your products, services or promotions. Demographic information is used to describe target audience. The target audience for Uniqlo Co Ltd in the advert is brand advocates. Fulgoni (2018) denote that thirty-three percent of internet users reiterate that they discover brands via recommendationsthrough word of mouth and twenty-four percent through comments via social networks. It is evident that brand advocates are a strategy used by Uniqlo as an integral part of their broader marketing approach and if done appropriately, it spread awareness throughout audiences that are relevant.
Consumer Behaviour 3Brand advocates convey communication about a product or service by word of mouth and through this, they deliver positive information (Hunt, Crenshaw, & D'Silva 2016). The demographic facts used by Uniqlo to define this target audience are their location. To ensure thatthe marketing is effective Uniqlo uses their customers who came to buy their products. These customers are the ones who were awarded the Heat Tech Window. The company is aware that the brand advocates are essential in word of mouth marketing hence put them to use. Several consumers normally have faith in products or services they are recommended to by others. The consumers who were awarded the Heat Tech Window would spread information of both Uniqlo and its products. Activation strategies are procedures that are applied by brands to motivate their actions and interact with the brand (Koszewska 2013, p. 508). Brand activation allow company’s customers to react through the company products, resulting in an experience that brings the brand and products to life (Dootson et al. 2016). In the advertisement, the activation approach applied by Uniqlo is sampling campaign. Brands usually give out free samples of their new product, as pointed out by Fulgoni (2018), and this is a great way to introduce both customers and potential customers to their new product and brand and afterward get them talking. The sampling allows the consumers to have a test of the product and be able to give direct feedback. Uniqlo carried out a sampling campaign in all of their Uniqlo Korea stores. A Heat Tech Window was gifted to each of their customers who purchased a heat tech product. 500, 000 people were given the Heat Tech Window through the campaign. In-store brand activation is another activation strategy usedby the company as their activation strategy. Wells (2014) asserts that it creates an experiential element since the customers can touch the product, experience the service and, relate to the brand. Uniqlo brought their brand life for the in-store shoppers who were gifted.
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