Ch.10 - Products Concepts

In order to have a successful advertising and marketing distribution, marketing managers must know what product they are selling and most importantly in what category their product falls into.

Uniqlo is a consumer product. This means that the products they offer are produce to  satisfy an individual's personal wants. Having said this, Uniqlo is therefore and most obviously a shopping product. We must also know that, Uniqlo is a Heterogeneous shopping product. A heterogeneous product are things such as furniture, clothing, housing and even universities.

Now that we have successfully classified Uniqlo as a Heterogeneous, consumer-shopping product, let's see how this determines and shapes their advertisement, marketing, and promotion strategies.

If you can recall from one of my previous posts, Uniqlo does not emphasize on pushing their logo like other retail stores. In a way this is both good and bad. By not pushing their logo, people are able to combine and mix Uniqlo products with different clothing brands. In a sense this is beneficial because it keeps the doors open to other customers who might have an urban, preppy, or goth style. In the other hand, this is non beneficial due to the fact that pushing a logo in clothes is somewhat free advertising.

Furthermore, Uniqlo has yet to create a product that people can't pin point out and say "That's from Uniqlo." This is true because since they don't push their logo, people can not recognize their clothes from the competitors product.