UNIQLO Heat Tech Windows Marketing Report
7 Pages1746 Words206 Views
Added on 2020-05-08
UNIQLO Heat Tech Windows Marketing Report
Added on 2020-05-08
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Running head: UNIQLO HEAT TECH WINDOWS MARKETING1UNIQLO Heat Tech Windows MarketingName Institution
UNIQLO HEAT TECH WINDOWS MARKETING2UNIQLO Heat Tech Windows MarketingUNIQLO is a Japanese company that provides designer casual clothes which it manufactures and retails. Its products are innovative and seek to add real value to their customers. UNIQLO Heat Tech provides clothes which are designed by the company with Japanese technology that keep the wearer warm by the use of a thin layer of fabric which is also very functional. Apart from clothes, the company has also provided windows. Winters are very cold times. This makes people incur huge heating costs as they try to make their households and offices warm and they may also catch illnesses from the cold. In a bid to solve this problem, UNIQLO ran its campaign across all its one hundred and eighty stores in Korea in promotion of the windows, from November 4th to December 31st 2016(UNIQLO, 2017).The company initially gave away a Heat Tech window freely to anyone who purchased a heat thermal wear product. In total, five hundred thousand people received the heat tech windowswhich when applied to their home windows enabled them to retain the warmth in the house and also aided in reducing heating costs by twenty percent. This campaign video was able to reach thirty million views online. Consequently, Heat Tech recorded sales growth of two hundred and three percent year on year growth.Question One The heat tech window campaign’s communication objectives include; informing people of the existence of a new product that can aid to satisfy their needs during the winter. The advertswere also created in a way that was appealing to the clients. In the advertisement, there is a warmth that is being depicted which serves to show people what the product is about and consequently attract people to purchase the product (UNIQLO, 2011).
UNIQLO HEAT TECH WINDOWS MARKETING3The Heat Tech window campaign targeted people with different attributes. First, they targeted people from geographical areas that were affected by extreme cold weather. This is because they had identified a need for warmth by the people as well as the need for people to reduce costs they previously incurred in heating expenditure. The targets were also households, schools, hospitals, and offices. This is because these are areas that people spend a lot of their times which would make them susceptible to the cold. To ensure that people ae warm and comfortable, there is a need to ensure that their environment is also warm and cozy especially at home.Question TwoThe theme of the Heat Tech window campaign is that the layer of air that is in the window blocks the conduction of heat between the inside and outside of a room consequently raising the temperature of the room. The Heat Tech campaign has made use of appeal to create a positive image of people who are enjoying the products and to influence the purchasing decisionsof the different people. The appeal that has been used in the window campaign is emotional appeal. This is because the campaign has targeted the social and psychological needs that will lead people to purchase the products(Dinnie, 2010). One form of appeal that is used in the campaign is rationalappeal. This is because during the winter it is extremely cold and people will need to keep their environments warm to shelter themselves from the cold weather. Since the Heat Tech window products will keep the households and offices warm, it is only rational that people will purchase the products. Moreover, the Heat Tech Windows will enable people to minimize their heating costs. As a result, they will purchase the products.
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