Light-down Jacket Pricing Strategy TEAM 12 CHARLESTOWN “MADE” BRAND DELIVERING AFFORDABLE AND HIGH QUALITY CLOTHING “FOR ALL”
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
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
Related Documents
