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