principles of marketing

1. PRESENTED BY
GROUP 7

2. Founded in 1972 by Tadashi Yanai
Owned by the parent company - Fast
retailing.
Expanding to Vietnam since 2019.
In Vietnam, there are 15 stores in Ho Chi
Minh City, Hanoi, and Hai Phong.
COMPANY ORGIN
ZARA H&M UNIQLO GAP PVH
40
30
20
10
0
SALES
(BILLIONS
OF DOLLAR)
MARKET
INFORMATION

3. SLOGAN
"Unlocking the Power of Clothing"
MISSION
"To become the number 1
clothes retailer in the world"
VISION
Fast Retailing
Startup Mindset
Customer First
VALUE

4. SWOT ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
Economy of scale and
price advantage
Overdependence on
domestic market for
majority of revenues
Effective use of SPA model
and high level of control
over operations
Variety of hit products,
such as HEATTECH
Compete with global rivals,
offering similar products at
comparable prices
Lack of brand name
awareness compared with
the main rivals
Expansion of UNIQLO
business
Growth of apparel
spending per capita in
emerging economies
M&A possibilities
Rising labor costs in
primary supplier factory
locations
Rising stiffcompetition
from global retailers
Consumer demand
ch
allenges
Low-cost brand
opportunities (G.U.)

5. Gender: Women
Age: Youth (18-24), Mature (25-35)
Marital status: Young singles,
Young married without children,
Young married with children
Hobby: shopping with friends
Income: Group A (6-10million
VND), Group B (10-20million VND)
Location: Live in urban areas (Ho
Chi Minh City, Ha Noi Capital, ...)
VALUE
Functionality and minimalism Quality and affordability
Comfortable and functional
clothing
Sustainability and ethical
production practices
BEHAVIORS
Prefer in-store shopping experiences
Shop frequently for basic
wardrobe items
Research online before making
purchases
Follow fashion trends
SOCIAL NETWORK
DEVICE USED
GOAL To look basic and elegant in daily life

6. SEGMENTATION
Behavioral
Demographics
Psychographic
Age: young adults (18-34), adults (35-49)
Gender: both men and women
Income status: low - middle - high income
Various products designed to fit different
body types and sizes
Social status: working-class, middle-
class, upper-class
Lifestyle: active and busy individuals
lead a simple and minimalist lifestyle,
prioritizing practicality over fashion
trends
Interests: simplicity, quality,
functionality
Asia: Largest market
North America: rapidly expanded market
Europe: growing market
Other regions: Australia, Middle East
TARGETING
Particularly popular among millennials and Gen Z
Various products of different seasons and occasions
Focus on simplicity, affordability, and quality
Geographic
Prefer online shopping experience
Influenced by peer recommendations
and social media trends

7. Differentiation
HeatTech LifeWear AIRism

8. Positioning
Target customers: male and
female, in the age group of 18-40.
The brand philosophy “Made for
All” positions its clothing to
transcend age, gender, ethnicity
and all other ways to define
people.

9. High Price
Stylish
Simple

10. MEN
Loungewear
Underwear
Footwear
Accessories
Tights and Socks
Undershirts
Activewear
Shorts
Chino Pants
Pants
Jeans
Customized shirts
Dress shirts
Casual shirts
Sweaters
Sweatpants and sweatshirts
Polos
Graphic Tees
T-shirt
Ultra Light Down collection
Blazers and outerwear
WOMEN
Skirts
Dresses and jumpsuits
Cardigans and sweaters
Blouses and shirts
Sweatpants and sweatshirts
Bra Tops
Bottoms
Graphic Tees
T-shirts and tops
Ultra collection
Blazers and outerwear
Activewear
Leggings pants
Shorts
Pants
Jeans
Underwear and Bras
Loungewear
Socks and Hosiery
Innerwear
Footwear
Accessories
Outerwear
Sweatpants and
sweatshirts
Accessories
Loungewear and innerwear
Activewear
Skirts and dresses
Shorts and pants
Graphic Tees
T-shirts and tops
GIRLS
BOYS
Outerwear
Accessories
Loungewear and innerwear
Activewear
Shorts and Pants
Graphic Tees
Tops and T-shirts
Sweatpants and sweatshirts
Outerwear Tops
Bottoms
Innerwear
Swimwear
Kids and
Babies
Maternity
Clothes
Sportwear
Pajamas
PRODUCT

11. BRAND
EQUITY

12. Offline Online
Physical store Websites App

13. Product line pricing
Promotional pricing
Competition-based pricing
PRICE

14. INTERGRATED MARKETING COMMUNICATION
Advertising Public Relations
Sales Promotion
B
r
o
a
d
c
a
s
t
i
n
g

15. RECOMMENDATION
Be less reliant on the local market should be made
by Uniqlo in terms of revenue.
Reducing the price in comparison with its competitors.
Inviting more celebrities to promote its marketing strategy.

16. THANK YOU PRESENTEF BY
GROUP 7