Brand 1: UNIQLO

Uniqlo is an apparel brand that is a wholly owned subsidiary of Fast Retailing Co. Ltd. The brand is
Japanese casual wear, retailer, manufacturer and designer. The brand is known for its high-quality
casual wear, that is private labelled and is available at low prices.

The brand has grown to have more than 1300 stores worldwide and spread across 15 countries, in just a
matter of 20 years. In Asia, it is the biggest apparel chain with close to 800 stores. The brand speaks of
Japanese culture of quality, simplicity, and longevity. Uniqlo is a brand that sells simple apparel and aims
to make life better for its consumers.

 The pre-marketing campaign

As UNIQLO is a global brand, brand development, product naming was not necessary but for
India segmentation, positioning and targeting was done

Segmentation :

Under geographic segmentation, it targets the urban and suburban population. Under demographic
segmentation, it targets all the age categories and both the genders. People with low and middle
income are mostly targeted. Under psychographic segmentation, targets the social class who are
working, middle and upper middle class.

Target :

The main target market Uniqlo is the male and female adults that are ranging from the age 18 to 40 and
are looking for affordable and high-quality clothing that fits their lifestyles

It targets the people who are looking for trendy clothes which are casual and laidback. Uniqlo apparels
are not only limited to higher income people. The good quality and affordability indicate the good value
for consumers. This strategy has broadened the target market because all the consumers are looking for
quality clothes which are yet affordable and which were cost effective.

Positioning :

Uniqlo has positioned itself as a modern Japanese company and aims to inspire people to dress casually.
The brand has a “made for all” positioning strategy and is a brand that sells apparels that are essential,
simple and helps wearers find their individualistic styles. Basically, if people are looking to find, good
quality, trendy and affordable clothes, the destination is Uniqlo.

Mission: “Unlocking the Power of Clothing”. With a focus on products, supply chain, employees, stores
and communities, we will change the world for the better through our business.
Vision: OUR VISION. Our vision is bold; to become the number 1 clothes retailer in the world. We truly
believe that this dream can be achieved by providing the best customer service experience on the high
street.

Tagline: Simple made better

18th September 2019

The company kicked off its first advertising campaign for India, with video assets and radio
spots, outdoor and print legs.

Brand Equity got an exclusive first-look at the campaign, ‘Together In LifeWear’, that’s meant to
highlight the Indian capital’s diversity. This “celebration of diversity” is reflected in the cast
(artists, architects, designers, sportspersons, musicians), choice of locations, use of local talent
(Indian stylists, director and photographer) and in creative execution.

Ad agency BBH India was brought on board for the launch film. As a teaser before the
campaign’s launch, a brand asset, the red cubes that make Uniqlo’s logo, were turned into
holding tanks for cricket balls, kites, bangles, etc.

All things that “unite us” and “define our Indianess” as Shantanu the marketing head said.

In a departure from norm, the company already added a dose of diversity to its product line
with an ethnic kurta collection by Indian designer Rina Singh.

 Targeted audience for the brand

Uniqlo has two types of Indian customers with the main target market for Uniqlo is the male
and female adults that are ranging from the age 18 to 40 and are looking for affordable and
high-quality clothing that fits their lifestyles.

The first is the well-travelled segment, people who have a visit to a Uniqlo store on their travel
Itinerary.

The second is “a much bigger segment” that doesn’t know the brand at all. Perhaps, in such
unfamiliar territory they might stumble on its name, also. It’s an issue Uniqlo (pronounced ‘you-
nee-klo’ in English) faces in even mature retail markets like the US, where it’s dubbed “GAP for
millennials”.

 For how long the pre-marketing campaign lasted

The pre marketing lasted from 16th July 2019 to 18th September 2019 after that first advertising
campaign was started which lasted till 7th October 2019 before it’s retail outlet launch
  Types of post included
Before 18th september 2019

Uniqlo started with instagram, facebook, twitter and linkedin posting and tweeting about japan to India
and stating it’s collaboration with india for example https://www.instagram.com/p/Bz-JjVela-i/?
igshid=1jj0z9yfsayph

This was after 18th september 2019

Brand Equity got an exclusive first-look at the campaign, ‘Together In LifeWear’, that’s meant to

highlight the Indian capital’s diversity. This “celebration of diversity” is reflected in the cast
(artists, architects, designers, sportspersons, musicians), choice of locations, use of local talent
(Indian stylists, director and photographer) and in creative execution.

Ad agency BBH India was brought on board for the launch film. As a teaser before the
campaign’s launch, a brand asset, the red cubes that make Uniqlo’s logo, were turned into
holding tanks for cricket balls, kites, bangles, etc.

 Percentage of audience engagement

If uniqlo india social media engagement is concerned
Facebook has 4026 followers
Instagram has 24.3k followers
Twitter has 1007 followers
Linkedin having 5201 followers hasn’t created much social media engagement
Whereas on the contrary
Bucking economic slowdown, Japanese fashion retailer Uniqlo clocked sales of Rs 2.2
crore in the first two days of opening its maiden store in the country in Delhi
 So the market enagagement through it’s campaign has been fruitful.
Read more at:
https://economictimes.indiatimes.com/industry/services/retail/with-rs-2-2-cr-in-2-
days-uniqlo-makes-an-impressive-start/articleshow/71496928.cms?
utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst
 https://www.voguebusiness.com/consumers/uniqlo-fast-retailing-wants-to-make-india-its-top-
market
  Other benefits of the campaign
https://economictimes.indiatimes.com/industry/services/retail/with-rs-2-2-cr-in-2-days-
uniqlo-makes-an-impressive-start/articleshow/71496928.cms?
utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst
can be understood through the sales it clocked in 2 days of its opening.

Overall marketing strategy can be understood through this link below.

https://www.marketing91.com/marketing-strategy-of-uniqlo/

Brand 2: Bira91
Bira 91 has become India’s favorite beer brand. I think the reason is that we speak the urban
consumer’s language; we are them.  The biggest thing Bira 91 has done is to give the millennials
a beer they can call their own. Bira 91 aims to provide flavorful beers, at a price that is
affordable. We have given people a choice that was not present in the market when we entered
2 years ago. We are creating flavor beers to satiate every palate. Our products include:

Bira 91 White Ale which is a deliciously different wheat beer. Low in bitterness with a hint of
spicy citrus and a soft finish. A refreshing all day craft beer brewed with pure ingredients and
mixed with barrels of passion

Bira 91 Blonde Lager which is a refreshing contrast to insipid mass-market beers. Rich in color
and made with the finest two-row barley. This flavorful lager is extra malty and high-hopped
with a delicate aroma.

Bira 91 Light is one of the first low-calorie beers to be introduced in the Indian market. The beer
is positioned as a “lunchtime lager” – a quick refreshment that you can have with a light meal
any time of the day. A super light body, clean appearance, and crisp taste, Bira 91 Light is filled
with exotic hops from Europe giving it a pleasant, natural finish making it eminently
sessionable.

Bira 91 Strong is a “High-Intensity Wheat Beer”. This beer is a top fermented ale giving it a
unique and rich taste that is low on bitterness, high on honey and caramel notes.

Bira 91 “The Indian Pale Ale” is a hop mutiny in the glass. High in alcohol (7%), this beer is made
with a mix of two-row pilsner malts, pale malts, and wheat malts. Brewed with the world’s
most flavorful aroma and bitter hops (cascade, magnum, brewers’ gold, and some secret exotic
varieties!), this is a beer with a punch.

 The pre-marketing campaign

 Formally introduced in February 2015, Bira 91 (the number stands for India’s
country code) has already become a household brand among beer lovers in the
capital and in Bengaluru.
Bira 91 White (a low-bitterness wheat beer, as the company website describes
it) and Bira 91 Blonde (an extra hoppy craft lager) are available in draft and
bottle formats at 150 retail stores in Delhi and almost 70 retail outlets in
Bengaluru.
“There was no marketing, no campaign. We made it available in a few pubs
such as Beer Café, Monkey Bar, Raasta, Pint Room and Barsoom. People
tasted it, liked it and it has gone viral," stated by Mr jain.
https://www.livemint.com/Companies/be3H7vH95ptmUSWHJdjVNJ/How-a-new-beer-
went-viral-offline.html
Currently,
The strategy is to enhance our consumer experience. We’ll be following a digital-first approach.

Our core audience is urban millennial and they’re best targeted online. As a brand, we’ll invest

heavily into creating quality content. Disseminating it through the right partners & also supporting

our communication with on-ground activities. 

 For how long the pre-marketing campaign lasted

Formally they didn’t have any campaign as mentioned above before launching the beer
domestically.

 Targeted audience for the brand

Core audience is urban millennial who are best targeted online.

 Types of post included

With instagram having 75.3k followers, digital interaction at a domestic level is quite good but formally
when there was no pre-marketing campaign we cannot predict the posts that were included.

Currently, bira91 is looking at enhancing the consumer experience through various touch-points –
including on-ground at bars and restaurants. We recently executed a large scale on-ground promotion
called Free Flow Fest – this was a consumer-focused activity and gave them an opportunity to try out 3
different beers from our portfolio – all with varying styles and bitterness levels. It also gave consumers an
opportunity to try out our recently launched brew The Indian Pale Ale [IPA].
To further help our consumers find their favorite Bira 91 – a person can simply log on to Zomato and
search for ‘Bira 91 beer’ in the search tab and find their nearest outlet serving Bira 91. There are also
curated collections on Zomato.
We have recently announced our first-ever association with a music festival, Magnetic Fields, which
underlines its commitment to cater to the creative Indian. Over the past four years, Magnetic Fields has
established a loyal community, with a strong focus on consumer experience – something that resonates
well with Bira 91 and its millennial identity.

There is also our online series with Rocky & Mayur called Bira 91 HotStuff – where Rocky & Mayur go
exploring the hottest chilis in India and pairing the hottest dishes with a chilled Bira 91.
Additionally, Bira 91 is supporting Hip-hop and brand channel on Saavn wherein the brand will bring on
guest curators and contributors to create playlists. The goal is to partner with artists and labels to create
original tracks that will be launched on the Bira 91 Channel. Bira 91 will also be promoting gigs, festivals,
and exclusive merchandise through the channel. Bira 91 FreeFlow, a campaign that places its focus
squarely on hip-hop and hip-hop subcultures in India. The artist gigs have mix of domestic and
international hip-hop talents like the queen of British Rap – Lady Leshurr and Delhi-based rapper Prabh
Deep,
https://www.eventfaqs.com/news/ef-14376/our-marketing-strategy-is-to-enhance-our-
consumer-experience-ankur-jain-founder-ceo-bira-91

 Percentage of audience engagement

https://entrackr.com/2020/02/bira-beer-records-sluggish-revenue-growth-in-fy19-losses-jump-
2x/

 Other benefits
The company has a different outlook towards marketing it’s products.
Because alcohol is such a product which will definitely sell if the taste of
millennials develop.

Was there anything common?

The brands choose totally different strategies because the targeted
audience was different.
Whether it is pre or post marketing strategies it totally depends on your
segmentation, targeted customers and positioning of your brand.
There was nothing common between the brands
One opted for standard procedure other opted for no formal marketing.

By
Ishaan kumar- 9780375031-ishaankumar18@gmail.com-intershala