uniqlo pricing strategy
TRANSCRIPT
Light-down JacketPricing Strategy
TEAM 12CHARLESTOWN
“MADE” BRAND DELIVERING AFFORDABLE AND HIGH QUALITY CLOTHING “FOR ALL”
AGENDAA QUICK LOOK INTO THE PRESENTATION
ABOUT UNIQLO
COMPETITION NORTH FACE
CONJOINT LOGISTIC&ANALYSIS
PERSONA LOUIS SCHWARZER
PRODUCT ULTRA LIGHT DOWN
ANALYSIS SITUATIATION&CASE
SUMMARY PRICING STRATEGY
Cloth for a better lifefor everyone, every day
About UNIQLO
MADE FOR ALL
TOKYO TO BOSTON
JAPANESE TECHNOLOGY
HEATTECH
CASHMERE
AIRism
ULTRA LIGHT DOWN
Ultra thin fibers Sleek but premium warmth Minimum 90 % down Water-repellent material
Variety of styles, colors & functions Light layer in spring or fall Under layer in cooler temps Slim silhouette – easy movements
Carrying bag Smart packaging for any occasion
ULTRA LIGHT DOWN JACKETS
LIGHT & WARM DIFFERENT STYLES PACK UP & GO
COMPETITION
$69.9
Market Price
$199.0
Market Price
Low
Awareness
Medium high
Function
Medium high
Function
High
Awrareness
Situation Analysis
AFFORDABLEJAPANESE HIGH TECHNOLOGY
FUNCTIONAL & TRENDY
PRODUCT DIVERSIFICATION
DURABLE & VERSITILE CLOTHING
LACK OF BRAND AWARENESS
WEAK BRAND LOYALTY
LIMITED PRESENCE OUTSIDE ASIA
Case Analysis
- 2 new stores in the City Center of Boston, spring 2015- Newbury Street & Quincy Market
THE RUMORS ARE TRUE!
So we need several promotional items to increase awareness!
Persona
“Spring in Boston is so cold, I need a down-jacket to stay warm.”
“I will rotate in May, so my budget is limited.”
“General jacket looks bad, I want a light one for fashion.”
Conjoint Analysis
Rank 1 Rank 36
Score: 8 -8
Conjoint Analysis Logistic
Color:1. Blue2. Black3. White
Function:1. Water proof2. UV Cut3. Breathable
Style:1. Casual2. Formal3. Vintage4. Sporty
Price:1. $302. $603. $904. $120
Color: Blue
Price: $60
Function: Water-proof
Style: CasualPrice
Sensitive
Action Plan (Penetration Pricing)
Sales Function Benefit
Special short-term deals, temporarily reduce the price.
Combining Water proof, UV Cut, and Breathable together without increasing price.
Cross Selling
Attract buyers by sales.Place promotional down-jacket and appealing items together.
Sales
$59.9$69.9 $79.9
$69.9
Action Plan (Penetration Pricing)
Sales Function Benefit
Cross Selling
Special short-term deals, temporarily reduce the price.
Combining Water proof, UV Cut, and Breathable together without increasing price.
Attract buyers by sales.Place promotional down-jacket and appealing items together.
Cross Sell
Cross Selling
$59.9
Promotional Price
$89.9
RetailPrice
8%
MarginRate
25%
MarginRate
Action Plan (Penetration Pricing)
Sales Function Benefit
Cross Selling
Special short-term deals, temporarily reduce the price.
Combining Water proof, UV Cut, and Breathable together without increasing price.
Attract buyers by sales.Place promotional down-jacket and appealing items together.
Functional Benefit