Principles and Practice of Marketing Assignment - UNIQLO Co. Ltd

PRINCIPLES AND
PRACTICE OF MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
TASK 2............................................................................................................................................5
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is considered as a management of exchange of relationship between company
and customers. Thus, marketing plays crucial role in business functions whether it is profit or
non-profit business. Moreover, it includes a broad process such as research, products designing,
promotional and customer services. UNIQLO is the company which is taken in this assignment
and is a Japanese casual wear designer, manufacturer and retailer company. Present report will
focus on promotional tactics used by a company. Furthermore, information will be collected on
the practical promotional mix policies that is undertaken by clothing retailer. Other than this,
promotional techniques along with its application will be mentioned in this report (Bailey, 2014).
Apart form this, three theories of marketing along with critical analysis is included in this
assignment which can be applied by retail company.
Overview of the Company
UNIQLO Co. Ltd is known as the wholly owned subsidiary of Fast Retailing Co. Ltd.
and other than Japan, firm operates it business in other counties as well. The company was
established in the year 1949 and majorly focus on textiles and clothings. In United Kingdom,
firm is growing day by day and expanding its sales through online worldwide. In-spite of big
competitors like ZARA, H&M, Gap and Forever21 etc., UNIQLO is growing at astounding pace.
Company has their unique brand strategy that inspire world to dress casual. Firm's different
brand philosophy i.e. “Made for All” provides clothing as per positions like according to gender,
age, ethnicity etc. Therefore, they are focussing on manufacturing clothes which are simple but
universal so that wearers can blend clothes with their individualistic styles (Broberg and et. al
2013).
UNIQLO, in order to run their business has adopted aggressive marketing policies so that
they can increase their brand awareness amongst customers in different parts of the world. For
advertising their products, company is following above-the-line and below-the-line strategy so as
to get advantages. Moreover, UNIQLO is publishing its ads via magazines, televisions,
newspapers, leaflets and hoardings. Other than this, as company realises the impact of social
media platform so they are sending SMS to its regular customers on a regular basis. In addition
to this, they are offering discounts and offers in order to attract a large number of customers
towards them. Apart from this, UNIQLO are hiring Global Ambassador who are assisting them
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in entering into new market. For example: Novak Djokovic who is world's NO. 1 pro tennis
player was selected as a Brand Ambassador of UNIQLO in 2012.
TASK 1
UNIQLO, is providing different kinds of products because of the business model which
company is following in order to integrate the entire process of clothes making. First, they plan
the entire activity than process of designing is undertaken, than production and lastly retail or the
goods are out for sale. With the help of world's best fabric technology, company is
manufacturing products that are of superior quality and is assisting firm in expanding its market
share worldwide (Burchell and et. al., 2013). Promotional techniques and marketing go hand in
hand and both are necessary for making customers aware about the goods and services that they
are providing because no one is going to purchase goods if they are not aware of what kind of
services a particular firm are providing. For example: UNIQLO is using different platforms in
order to make their customers aware of the products company is providing. As a result, sales and
profitability is growing in a rapid speed. Therefore, this is the reason why great promotion
strategy is required in order to grow business in an effective manner.
Moreover, UNIQLO has employ different promotional techniques so as to communicate
with its customers of targeted market. Thus, on the basis of this, promotional techniques which
can be used by company are:
Direct (personal): Through this, company can majorly focus on generating or creating
relationship with customers through personal sales and direct marketing.
Indirect (non-personal): In this, firm tend to communicate with its consumers via mass
media, advertisements, public relations etc.
Other than this, main promotional techniques that is being used by UNIQLO are
explained below for better understanding:
Advertising: It is a common form of promoting products and services so that company
can attract a large number of customers. Advertising is majorly used because through this, it
becomes easier for firms to address consumers on a wider scale (Clow, 2013). Moreover,
company can use this technique depending upon the financing as it can be classified into two:
Free advertising: It is an informative communication which doesn't require any kind of
sponsors and majorly focus on providing information that are related to company. While
establishing a new branch, UNIQLO make use of free advertising by using mass media such as
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