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CHAPTER 1 – CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING
CHAPTER OPENING EXAMPLE
UNIQLO: UNIQUE CLOTHES, UNIQUE SHOPPING EXPERIENCE
Marketing problem: How can change perception of Japanese consumers that casual clothing are either affordable but poorly made or of good quality but expensive? Solution: Be innovative and be the trendsetter in product design and development through collaboration with fashion designers and in marketing through collaboration with fashion magazines and advertising agencies to revitalize its brand image.
A. Creating a Revolution in the Japanese Fashion Industry
UNIQLO introduced a line of fleece garments that came in a gradient of colors and were sold at an affordable price of 1900 Yen. Suddenly fleece garments were cool and hip.
To make casual clothing affordable, UNIQLO manufactures its products in
China. To make it of good quality, UNIQLO is strict about quality and employs its team of takumi, expert quality engineers to its overseas factories to improve production process and to maintain high product quality.
UNIQLO ensures it stays relevant and current as a brand by conducting market research to understand consumer lifestyle and create concepts for upcoming seasons. B. Customer Needs and Wants in Casual Clothing
What do customers look for in casual clothing? At the functional level, they want something comfortable and of good quality.
At an emotional level, they need something perceived as fashionable and cool and of trendy brand image.
At a financial level, they need something affordable.
I. WHAT IS MARKETING?
You’re already a marketing expert because you do many marketing activities every day, such as shopping for products or commenting on an advertisement you have come across.
However, you may not have much experience developing products to reach different groups of people or segments. Even professionals do not find it easy.
UNIQLO did well in Japan
CHAPTER OPENING EXAMPLE
UNIQLO: UNIQUE CLOTHES, UNIQUE SHOPPING EXPERIENCE
Marketing problem: How can change perception of Japanese consumers that casual clothing are either affordable but poorly made or of good quality but expensive? Solution: Be innovative and be the trendsetter in product design and development through collaboration with fashion designers and in marketing through collaboration with fashion magazines and advertising agencies to revitalize its brand image.
A. Creating a Revolution in the Japanese Fashion Industry
UNIQLO introduced a line of fleece garments that came in a gradient of colors and were sold at an affordable price of 1900 Yen. Suddenly fleece garments were cool and hip.
To make casual clothing affordable, UNIQLO manufactures its products in
China. To make it of good quality, UNIQLO is strict about quality and employs its team of takumi, expert quality engineers to its overseas factories to improve production process and to maintain high product quality.
UNIQLO ensures it stays relevant and current as a brand by conducting market research to understand consumer lifestyle and create concepts for upcoming seasons. B. Customer Needs and Wants in Casual Clothing
What do customers look for in casual clothing? At the functional level, they want something comfortable and of good quality.
At an emotional level, they need something perceived as fashionable and cool and of trendy brand image.
At a financial level, they need something affordable.
I. WHAT IS MARKETING?
You’re already a marketing expert because you do many marketing activities every day, such as shopping for products or commenting on an advertisement you have come across.
However, you may not have much experience developing products to reach different groups of people or segments. Even professionals do not find it easy.
UNIQLO did well in Japan