If You Are the Marketing Manager for Uniqlo Malaysia - What Would Be Your Positioning Strategy?

If you are the marketing manager for Uniqlo Malaysia , what would be your positioning strategy? Give your reasoning. (50 marks) -440 Words

Positioning: An image which represent how a given retailer is perceived by consumers and others

Nondurable store, mass merchandising, positioning map and describe, traditional specialty store

• Traditional Specialty stores – have a trained sales staff to help customers and focus on one general product category.

What would be your target market strategy? Give your reasoning. (50 marks)-440 words

Mass marketing: -selling goods and services to a broad spectrum of consumers

-Sell to everyone

Retailer’s location- Near a large population base or good access

Goods and service mix- wide selection of medium-quality items (women, man and kids &babies)

Promotion efforts- Mass advertising (Facebook Advertising), Sales promotion  (“Value buy item”, “E-member special”, “Online buy item”

Price orientation – Popular prices (Affordable- discount, RM39.9-basic T)

Strategy- One general strategy for a large homogeneous (one type-similar) group of consumer.

On the other hand, UNIQLO’s main strategy is an undifferentiated one thanks to its high-quality basics. Rather than chasing after the latest fashion trends, UNIQLO offers high-quality basics that can be worn every day. To compensate the narrower choice of items compared to its competitors, including ZARA, UNIQLO makes it up by offering a same item, in many colors: socks came in 50 different designs at its Tokyo flagship store. UNIQLO design director Naoki Takizawa explains “More than trends, consumers need functionality. The product should be tough. It should be convenient to wear for daily life. Everything does need an element of fashion, but that’s more like a spice.”

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