Ch. 4 - The Marketing Environment

Thank goodness for the improvement of the social media aspect of marketing. There are plenty of ways to get your product across that before wasn’t an option. We have the big bosses of social media, Facebook, Instagram, and YouTube, which through them you can promote you product. But that’s only half of the process because you also have to know what audience you are trying to appeal too. My company, UNIQLO, tries to appeal to the Generation Y (years 1979-1994). With that age group in mind they made the Ultra-Light down Jacket. A jacket that is compatible, comes in a variety of colors, and is super light. 

Now how does this attract the Generation Y group, well the older members from the 1979 groups are in an age group that is in their thirties. At that age you don’t really have time for a hassling because your job is super time consuming and anything that’s convenient and saves you time is what attracts you the most. The compatible and light features are what attracts them to the item. Now the younger members are in their early twenties and are probably in college. Now the features that attracts them is the color variety and the compatible feature. These features appeal to this age because the colors are trendy and when going to class or out with friends hold a jacket in your hand can be annoying so the compact bag come in handy.

                

   Now another thing that UNIQLO strives to achieve is the business from the Asian market. In a lot of Asian countries short and form fitting clothes can be considered a bit gaudy so UNIQLO, which was made in Japan, makes their clothes loose and basic. They try to make their clothes very straight not giving a lot of form. The Ultra-Light down jackets are still bought by the Asian consumers because the bright colors are appealing and trendy.