Pricing strategy for upcoming stores at Newbury St, Backbay Boston. All data on the conjoint analysis part are based on totally 50 survey collected from students and school staffs age 20-30.

1. Light-down Jacket
Pricing Strategy
TEAM 12
CHARLESTOWN
“MADE” BRAND DELIVERING AFFORDABLE AND HIGH
QUALITY CLOTHING “FOR ALL”

2. 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 life
for everyone, every day

3. About UNIQLO
MADE FOR ALL
TOKYO TO BOSTON
JAPANESE TECHNOLOGY
HEATTECH
CASHMERE
AIRism
ULTRA LIGHT DOWN

4.  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

5. COMPETITION
$69.9
Market Price
$199.0
Market Price
Low
Awareness
Medium
high
Function
Medium
high
Function
High
Awrareness

6. Situation Analysis
AFFORDABLE
JAPANESE HIGH TECHNOLOGY
FUNCTIONAL & TRENDY
PRODUCT DIVERSIFICATION
DURABLE & VERSITILE CLOTHING
LACK OF BRAND AWARENESS
WEAK BRAND LOYALTY
LIMITED PRESENCE OUTSIDE ASIA

7. 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!

8. 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.”

9. Conjoint Analysis
Rank 1 Rank 36
Score: 8 -8
Conjoint Analysis Logistic
Color:
1. Blue
2. Black
3. White
Function:
1. Water proof
2. UV Cut
3. Breathable
Style:
1. Casual
2. Formal
3. Vintage
4. Sporty
Price:
1. $30
2. $60
3. $90
4. $120

10. Color: Blue
Price: $60
Function: Water-proof
Style: Casual
Price
Sensitive

11. 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.

12. Sales
$59.9
$69.9 $79.9
$69.9

13. 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.

14. Cross Sell
Cross Selling
$59.9
Promotional
Price
$89.9
Retail
Price
8%
Margin
Rate
25%
Margin
Rate

15. 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.

16. Functional Benefit