Consumer Immersion Todays agenda Consumers Communication Overall - - PowerPoint PPT Presentation
Consumer Immersion Todays agenda Consumers Communication Overall Pathway Tasks Strategy Analyse and Identify each Develop the strategic understand the communication task plan , theme and consumers pathway. along the journey as
Consumer’s Pathway
Analyse and understand the consumer’s pathway.
Overall Strategy
Develop the strategic plan, theme and
Communication Tasks
Identify each communication task along the journey as well as the area of focus.
AIRism by Uniqlo is a functional underwear that has 8 benefits, such as
functions. AIRism aims to help provide users with comfort everywhere and at anytime.
Who are we targeting, specifically?
Demographics:
17-25 year old male & female students or working adults living in Singapore
Psychographics:
They are fashionable individuals who prioritises comfortability when choosing clothes. They dislike Singapore’s humidity and heat, and would do anything to make themselves feel and smell good throughout the day. They are open-minded, curious individuals who constantly goes online to check for news updates.
What is their thought process when purchasing AIRism by Uniqlo?
Consumer’s Pathway
Advocacy
Usage Consideration Awareness
Relationship Building
Conversion Engagement
“What is AIRism?” “What are the benefits of Uniqlo’s Airism?” “Does Uniqlo have a good brand reputation for making quality innerwear?” “What can innerwear do for me?”
Consumer Journey
What?
We want to increase brand awareness and subsequently brand recall, so that Uniqlo is our consumer’s brand of choice. This will help to encourage repeat purchases as well.
How?
Constantly remind customers through the use of advertising platforms such as social media, print and out-of-home advertising.
Communication Task
“Why should I choose Uniqlo’s AIRism innerwear?” “Does this brand resonate with my character and personality?”
Consumer Journey
What?
We want to further increase engagement between the consumers and Uniqlo, so that they are able to relate better to the brand.
How?
By showcasing Uniqlo’s brand personality and highlighting the differences between Uniqlo and other brands offering innerwear.
Communication Task
“Should I find online reviews to find out how people feel about the product?” “Is Uniqlo AIRism value for money?” “Does AIRism have different benefits that is more advantageous to me than other brand innerwear?” Consumer Journey
Communication Task
What?
To show potential consumers that we deliver the benefits stated and are current consumers are satisfied with our products.
How?
To provide credible information online about the products and have proof of consumer satisfaction through feedback platforms and word-of-mouth marketing.
"My friends have had good personal experiences with
addition, there have been good reviews about it online. I think i will give it a try." Consumer Journey
Communication Task
What?
To encourage trial and purchase and show that AIRism's functional benefits make it a wardrobe essential.
How?
To highlight and promote the multi functional benefits and versatility of AIRism, and show how AIRism can bring "comfort unlimited" to everyday life, through various advertising channels.
'Friends of AIRism' Campaign
“AIRism keeps up to their word, providing consumer with the benefits it promises.” “It is very functional and I feel comfortable going about my day when i wear AIRism.” Consumer Journey
What?
To ensure that the consumer’s expectation of AIRism is met. To create credibility of AIRism’s experience.
How?
To show the AIRism experience through advertising.
Communication Task
Online Social Media Testimonials
“Airism is truly effective and it has made my everyday life easier.” “I like UNIQLO as they really understand and care about my needs.” “I don’t mind following UNIQLO on social media platforms to keep myself updated on the brand.” Consumer Journey
What?
UNIQLO will have to ensure that the consumers are satisfied and happy with AIRISM products. Ultimately, to build a relationship based on the positive experiences their consumers have with the brand.
How?
By constantly connecting and reaching out to both consumers who might potentially or have purchased AIRism products through Social Media.
Communication Task
Relationship Building
Relationship Building
“Will I ever purchase from AIRISM again? Would I recommend AIRISM to my friends and family?” Consumer Journey
What?
We aim for UNIQLO to build a lasting and trustful relationship with their consumers that will encourage them to make repeat purchases. For consumers to recommend and share the brand to their friends and family.
How?
Interact and engage with consumers through social media to encourage them to recommend and share their experiences with the brand.
Communication Task
Advocacy
Advocacy
Advocacy
Results from both our quantitative and qualitative research methodologies
Results: Quantitative
130 responses 17-21 years of age
Online Survey
66.9% (87/130) respondents have heard of AIRism before.
57.7% (75/130) respondents will not purchase AIRism. Why? Deodorants, “no need”, “it is an extra layer” Majority indicated that they will not purchase AIRism because they do not see a need/point for it.
Online Survey
Rank which brands you would prefer to shop in
Most Preferred... Least Preferred...
Online Survey
Online Survey
68.5% (89/130) respondents gets updated by their friends and loved
92.3% (120/130) respondents gets updated through social media.
Online Survey
Research: Qualitative
Elton Peh, 21 Elton is a National Servicemen who actively goes for dragon boating trainings during the weekends. Elton is an avid lover of Uniqlo products. He is aware of AIRism product line and its benefits, but he has never personally tried the products. He has friends that wears AIRism as an innershirt to prevent themselves from sweating through their clothes as they do not want anyone to see their sweat patches. When asked what would appeal to him to try AIRism clothings, he said “ Sorry to say, i won't be wearing an innerwear as I am not used to having extra layers over me and also it acts as a extra layer, which makes it even warmer than it already is in Singapore.”
Research: Qualitative
Natasha Fawzi, 18 Natasha is currently studying in LASALLE College of the
She knows about Uniqlo as well as the AIRism product
not a big fan of innerwear, finding it uncomfortable and
Natasha’s father personally wears AIRism products as he has the habit to wear innerwear since young. The quality of the innerwear is the deciding factor for Natasha to wear innerwear. It has to make her feel like she is only wearing one layer, without showing that much skin.
Research: Qualitative
Alvin Tan, 23 Alvin is a NTU student pursuing a degree in Business. He is a student athlete and he is actively involved in NUS Football Team. Alvin likes AIRism because he feels like it is very thin and
the thin and comfortable design of the product. He and his friends wear innerwear as it helps them were layered clothing without feeling hot. It gives them the reassurance that they don’t smell bad or feel uncomfortable. When asked about his experience wearing AIRism, Alvin stated that “There isn’t much of an experience wearing it. However, I do feel comfortable and cool wearing AIRism.”
Research: Qualitative
What have we derived from our analysis of
Majority of the consumers are already aware of AIRism due to Uniqlo’s high brand awareness and reputation. However, Uniqlo has minimal promotion about AIRism’s functional benefits. Hence, the consumers are generally unaware of its benefits and has the misconception that innerwear serves as an unnecessary additional layer of clothing that will cause them discomfort.
Customers are not aware of the point of difference that sets AIRism by Uniqlo apart from its competitors, due to minimal promotion by Uniqlo. Additionally, there is no customer feedback channel thus Uniqlo is unable to check if their customers are satisfied or their feedback regarding the product.
After analysing both our survey and interviews, it is apparent that there is a lack in all three components in the consumer thought process. One example is a quote from Alvin Tan, who stated that ‘there is no experience wearing AIRism, just comfortability’.
Which two areas have we decided to focus
Despite knowing the benefits of AIRism, both our survey respondents and interviewees mentioned that they feel that AIRism would not benefit them, as they have the perception that AIRism is uncomfortable and warm as it acts as an extra layer.
25.3% of survey respondents preferred using deodorants/antiperspirants instead of wearing innerwear. 57.7% of survey respondents do not want to purchase AIRism despite knowing about Uniqlo and AIRism as they felt that they do not need it or had absolutely no interest.
What is the other secondary area that have we decided to focus our marketing efforts to help improve?
There is no connection between the consumers and Uniqlo. They do not have any interaction nor does Uniqlo provide them with a differentiating factor so as to make Uniqlo their brand
Without any form of engagement between consumers and the brand, they are unable to resonate with Uniqlo and therefore will not choose to purchase from the brand.
What are the three different strategy pillars (engagement, consideration and conversion) that we are going to use?
To educate consumers on the benefits of AIRism as well as to drive them to purchase AIRism and ingrain it in their everyday lives.
Strategy pillar: Emphasize the benefits of AIRism to consumers
To encourage those consumers who are using alternate methods such as using deodorants/antiperspirants as opposed to wearing innerwear to start wearing AIRism innerwear.
Strategy pillar: Show why AIRism makes a better alternative
To create the connection between Uniqlo and its potential consumers to forge a resonance with the brand.
Strategy pillar: Leverage on the Social Media platforms that Uniqlo
has and implement more activities online.
In order to encourage trial and purchase, it is important to build the fundamentals of engagement between the consumer and the brand. After which, Uniqlo is able to make use of channels to help the consumer through their consideration process, and then eventually convert them to purchase the product.
What is our consumer insight, communication issues, brand truth and
Consumers find Singapore’s weather humid and hot, making them perspire and feel conscious about themselves.
There is a misconception with the consumers who feel that wearing AIRism will make them feel more uncomfortable as there is another layer to add on to their everyday clothing.
AIRism technology offers benefits such as odor control, breathability and being sweat-absorbent and permeable.
Educate and make consumers understand the functionality of AIRism products and how it can benefit them in their everyday lives.
To show youths who value both style and comfort that AIRism can be seamlessly incorporated into their daily lives to bring them maximum comfort by placing AIRism technology into the everyday products they use.
Engagement
Digital
Social Media
Online ads
OOH
Digital
Social Media
Online Ads
OOH
Digital
Social media
Online Ads
Consideration Conversion
According to our survey, 92.3% (120/130) respondents gets updated through social media.
The most popular social network in the Singapore market is YouTube, with a 75% penetration rate.
7 in 10 Singaporeans are active social media users- more than double the global average of 34 per cent.
Followed by facebook with a 72% penetration rate. Lastly, Instagram with a 43% penetration rate
Deliver High Reach In Singapore, average daily public transport ridership is 4.71
brand to optimise its exposure amongst the target audience.
Singaporeans spend an average of 12 hours everyday, using digital devices such as smartphones and laptops. Singapore has one of highest click-through rates, thus we will be effectively reaching out to a large majority of Singaporeans.
AIRism is well known among our respondents, however they are not choosing to purchase the product. Uniqlo should emphasize its efforts on the consideration and conversion area of the consumer journey to turn these potential customers into regular purchasers.
Functionality is Uniqlo’s differentiating factor as compared to their competitors. Therefore, Uniqlo should focus their marketing efforts to showcase AIRism’s different functions.
Based on our target audience media preference habits, we will be concentrating our efforts on social media, web banners and out-of-home advertising.
Overall, there is no major rebranding for Uniqlo. Our marketing strategies should aim to further strengthen and enhance their marketing efforts to promote AIRism. Through our campaign, we aim to show AIRism’s multiple functions to our consumers, using various advertising channels.