credit at lower interest rate to the customers of UNIQLO and is therefore

Credit at lower interest rate to the customers of

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credit at lower interest rate to the customers of UNIQLO and is therefore considered an important factor vi) Stable free cash flow provides opportunities to invest in adjacent product segments. With more cash in bank the company can invest in new technologies as well as in new products segments. This should open a window of opportunity for UNIQLO in other product categories. vii) Opening up of new markets because of government agreement and the adoption of new technology standard and government free trade agreement has provided UNIQLO an opportunity to enter a new emerging market. MARKETING MIX OF UNIQLO Product: The product strategy and mix in Uniqlo marketing strategy can be explained as follows: Uniqlo is a leading apparel and clothing line, which has a strong presence in the high quality casual clothing market. Uniqlo has a wide product portfolio in its marketing mix and caters to all age groups as well as genders. Some of the products offered by Uniqlo are: Men & Women: Outerwear, Ultra-Light Bottom Collection, Sweaters, Fleece, Casual Shirts, Blazers , Dress, Shirts, Customized Easy Care Shirts, Sweatshirts, Sweatpants, T- Shirts and Polos, Graphic Tees, Warm-Lined Pants, Jeans, Pants, Uniqlo Sportswear, Innerwear, Chino Pants, Underwear, Socks, Loungewear, Accessories and Shoes Boys & Girls: Outerwear, Sweatpants, Sweatshirts, T-Shirts, Tops, Graphic Tees, Pants, Shorts, Uniqlo Sportswear, Innerwear, Loungewear, Accessories, Fleece Baby: Toddler collection consists of Outerwear, T-Shirts, Tops, Pants, Innerwear, Pajamas, Fleece. Newborn collection consists of Outerwear, Tops, Newborn Fleece, One- Pieces, Bodysuits, Innerwear and Accessories, Socks All their products have a unique modern look which are trendy and appeal to the youth population. Uniqlo have a variety of offerings for different occasions and a section on their website dedicated to collections that one could gift others on holidays. This also helps in new customer acquisition. Price: The company believes in expansion plans and as such has to face competition from several rival brands. In order to increase its sales figures, it has adopted a penetration pricing policy. It has kept its product prices at par with the prices of its rival brands. As it offers better
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quality goods , it has managed to capture the mass consumer market with its reasonable product prices. Uniqlo is a mid-range product and prices range from Rs. 500 to 4000. The pricing is competitive and they differentiate themselves from the competition through unique simple designs and bright colours. The quality of the products is very good and that appeals to the budget customers as well as informed shoppers. The main pricing strategy in its marketing mix is to compete with its competitors and build a strong presence. They sale selected products at promotional prices which are generally $5-$10 less compared to the retail prices.
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  • Fall '17
  • Prof. Gautam Saha

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