Understanding Advertising

Client: UNIQLO Australia, Clothing for women, men and kids

Background: UNIQLO is a clothing brand that works with high quality, simplicity and longevity based on Japanese values. Modern elegance in style promotes unique perfection. Better designs, comfortable fabric and warm features promote life wear clothes at UNIQLO. It promotes clothes for all social groups including all categories. It works beyond gender, age, ethnicity, occupation or other attributes of individuals to provide a unique style of clothes of all the individuals. As a Japanese company, it fulfils the meets of the young population and fulfils their demands based on their consistent unique design and quality fabrics that promotes elegance and simplicity (UNIQLO, n.d.a).

Purpose of the brief: This advertising campaign of UNIQLO aims at digital advertising strategy for clothing and promoting 'Winter Sale' offers. Due to the issue of COVID-19 brand is facing different issues in the sales while through digital marketing, the sales of the brand can be encouraged among customers.

Marketing objectives: The marketing objectives of UNIQLO are as follows:

  • The sales of the clothes will be increased by 20% through the website.
  • The market share will be increased by 5% within 6 months.
  • The volume of products will be increased by the organization by 20% based on the new marketing strategies to fulfil the needs of the customers.

Marketing strategies: To achieve the desired marketing objectives, marketing strategies are derived by the organization based on the marketing mix (Adnyana & Darma, 2015; Wongleedee, 2015).

Marketing mix: Marketing mix is an effective marketing strategy that focuses on customer-centric aspects of marketing including a different set of actions based on four elements which are product, price, place and promotion. It is a traditional tool for promoting the products and brand through specific target customer segmentation (Adnyana & Darma, 2015; Wongleedee, 2015). Different elements of the marketing mix of UNIQLO are as follows:

  • Product- The products of UNIQLO are based on all age groups wherein high-quality clothes promote a strong presence of the brand based on different genders. A unique collection of clothes is based on the modern look that promotes the winter collection among individuals. Through warm and stylish clothes, men, women, girls, boys and kids can get a variety of options based on their choice of clothes (UNIQLO, n.d. b).
  • Price- The price range of UNIQLO varies from $25 to $100 that provides a mid-range strategy to maintain a competitive position and provide a bright coloured and unique design based clothes to the customers. High quality of products is available on sale with $5 to $20 discount on each product including free shipping on a minimum order of $50. The variable pricing model is used by the organization to meet the needs of the customers (UNIQLO, n.d. a).
  • Place- UNIQLO operates in different locations to work in several countries such as France, Germany, Australia, Indonesia, Korea, Russia, Taiwan, UK, Hong Kong, Singapore, Malaysia, Japan, Germany, Spain and Philippines. Through increasing digital sales, the company can promote inventory control and maintain stocks at an optimum level. Customers can purchase different products from the application of UNIQLO or website. Facebook and Instagram pages direct the customers to purchase through the website (UNIQLO, n.d. a).
  • Promotion- UNIQLO emphasizes on online sales through designed promotional content for winter sales and taking a benefit of the COVID-19 situation. Social media applications such as Instagram and Facebook can be used by the organization to promote comfortable and warm clothes. For the advertisement, celebrities’ pictures and videos can be used to display the products effectively and use a tagline ‘Unique and made for all’ that appeal the customers and showcase creative designs (Adnyana & Darma, 2015; UNIQLO, n.d. b).

Target audience: UNIQLO targets both men and women for fashion trends and comfort designs. It primarily focuses on age 18 to 34 years old people to promote a fashion trend and provide affordable and high-quality material that indicates good value for the customers (UNIQLO, n.d. b).

Primary: The primary target of the customers is:

  • Demographic: The major age group of the customer is 18 to 34 years based on the current scenario. Clothes are available for all the genders, family, ethnicity, and religion.
  • Geographic: This campaign is based on the population of Australia to enhance the overall sales and achieves higher profits in Australia through digital marketing (Cham, Ng, Lim & Cheng, 2018).
  • Psychographic: Potential and existing customers of UNIQLO are focused on its comfortable and unique clothing style. It promotes the clothes of all age groups irrespective of their culture. Simplicity leads to promote an effective style of fashion that meets the interests of an individual (Cham, Ng, Lim & Cheng, 2018).
  • Behavioural: UNIQLO emphasizes on the comfort and affordable features of clothes with high quality. It attracts customers to fulfil the needs of the latest fashion trend and maintain comfortable clothing benefits. The customers who use different social media applications and follow clothing brands can easily attain the benefit of the winter sale through a digital platform (UNIQLO, n.d.b).

Consumer insights: Young individuals prefer to take benefit of the discounts and fulfil their fashion needs. The customers from 18 to 34 try to follow the latest fashion trend with simple and elegant designs. Customers using Facebook and Instagram can seek for different fashion design and advertisement campaign to manage their purchases. Young individuals are more likely to follow social media applications and attain the benefit of winter sale (Rahman & Mannan, 2018).

Advertising objectives: The key objectives of the advertising campaign are:

  • To promote social media advertisement with pictures of celebrities.
  • To manage search engine optimization that diverts the traffic to the organization’s page.
  • To display different ads on social media based on ‘Winter Sale’ with free delivery.
  • To enhance the views of customers by 30% that leads to increase the sales by 20% within 3 months.

Advertising strategy: The major strategies to achieve the desired results from the advertisement campaign are as follows:

  • Direction: This advertisement campaign follows promotion through digital media and social media. With the help of online customers, better sales can be identified.
  • Campaign scope: This campaign is limited to online customers who are using social media and follow the latest fashion trends.
  • Suggested media: Different social media applications are promoted for the use of this campaign such as Facebook and Instagram.
  • Timing & Duration: The advertisement for the winter sale will be shown to online customers after each hour with different pictures of celebrities.

Brand dimensions: UNIQLO emphasizes on Japanese values to promote a simple and elegant way of fashion clothing. The brand focuses on red and white colours for the branding that represents colourful and festive vibes to the customers. A strong brand image of UNIQLO represents its strength among customers with sustainable movements. It inspires the casual dressing style that can never fade with time (UNIQLO, n.d. b).

USP (Proposition): One of the unique competitive advantages of the products of UNIQLO is its casual dressing styles with unique colours that attract the customers with effective quality and affordability. The styles of the clothes are different and comfortable to maintain the elegant style. The red and white colour of the brand promotes the festive vibes that work perfectly with the winter sales promotion (UNIQLO, n.d. a).

Media considerations: Current situation of COVID-19 can impact the campaign through the low income of individuals. Timing of the campaign can also create an issue as it is necessary to attract customers through defined terms, clothing and celebrity’s pictures. Winter sale represents the winter clothes that should define elegant fashion for the customers (Rahman & Mannan, 2018).

Mandatory inclusions: It is mandatory to follow the 'Australian Consumer Law' and 'Competition and Consumer Act 2010' to regulate effective campaign. True and honest advertisement is necessary that fulfils the established standards of the Australian Association of National Advertisers (AANA). Misrepresentation of products and services is against a law that can lead to higher fines and false advertisements. A true and honest representation of the clothes and style is necessary that promotes a positive vibe among customers (Brownie, 2017).

Budget: The overall budget of the advertisement campaign is $30,000 wherein the distribution of budget for different expenditures is as follows:

Table 1: Proposed budget of the advertising campaign

Expenditure

Cost

Campaign development

$1,500

Production

$4,500

Media

$15,000

Monitoring/ research

$3,000

Agency fees

$6,000

Timing: To meet effective outcomes of the advertisement campaign, defined deadlines for each activity is as follows:

Table 2: Key deadlines of the advertising campaign

Tasks

Deadline

Proposal for the campaign

15th July 2020

Proposal submission due date

17th July 2020

Proposal approval due date

25th July 2020

Final approval from the creative team

27th July 2020

Suggestions or changes

30th July 2020

Final submission with changes

10th August 2020

Creative Production- Material deadline

15th August 2020

Campaign completion

30th August 2020

Campaign launch

5th September 2020

References for Factors Influencing Clothing Interest and Purchase Intention

Adnyana, R., & Darma, G. S. (2015). Strategi Marketing Mix, Yield Management, Customer Satisfaction and Occupancy Rate. Jurnal Manajemen Bisnis12(1), 98-121.

Brownie, D. (2017). The authority of fashion: The impact of brand credibility and gender blurring on attitudes towards gendered fashion advertisements. Retrieved from: http://researcharchive.vuw.ac.nz/handle/10063/6801

Cham, T. H., Ng, C. K. Y., Lim, Y. M., & Cheng, B. L. (2018). Factors influencing clothing interest and purchase intention: a study of Generation Y consumers in Malaysia. The International Review of Retail, Distribution and Consumer Research28(2), 174-189.

Rahman, M. S., & Mannan, M. (2018). Consumer online purchase behaviour of local fashion clothing brands. Journal of Fashion Marketing and Management: An International Journal, 22(3), 404-419.

UNIQLO (n.d. a). About UNIQLO. Retrieved from: https://www.uniqlo.com/au/corp/

UNIQLO (n.d. b). Fashion target market. Retrieved from: https://sites.google.com/site/r490uniqlosite/home/fashion-target-market

Wongleedee, K. (2015). Marketing mix and purchasing behavior for community products at traditional markets. Procedia-Social and Behavioral Sciences197, 2080-2085.

Remember, at the center of any academic work, lies clarity and evidence. Should you need further assistance, do look up to our Advertising Assignment Help

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