Heat Tech Windows Marketing for Journalism- myassignmenthelp.com

Question: Discuss about theHeat Tech Windows Marketing for Journalism. Answer: UNIQLO is a Japanese company that provides designer casual clothes which it manufactures and retails. Its products are innovative and seek to add real value to their customers. UNIQLO Heat Tech provides clothes which are designed by the company with Japanese technology that keep the wearer warm by the use of a thin layer of fabric which is also very functional. Apart from clothes, the company has also provided windows. Winters are very cold times. This makes people incur huge heating costs as they try to make their households and offices warm and they may also catch illnesses from the cold. In a bid to solve this problem, UNIQLO ran its campaign across all its one hundred and eighty stores in Korea in promotion of the windows, from November 4th to December 31st 2016(UNIQLO, 2017). The company initially gave away a Heat Tech window freely to anyone who purchased a heat thermal wear product. In total, five hundred thousand people received the heat tech windows which when applied to their home windows enabled them to retain the warmth in the house and also aided in reducing heating costs by twenty percent. This campaign video was able to reach thirty million views online. Consequently, Heat Tech recorded sales growth of two hundred and three percent year on year growth. The heat tech window campaigns communication objectives include; informing people of the existence of a new product that can aid to satisfy their needs during the winter. The adverts were also created in a way that was appealing to the clients. In the advertisement, there is a warmth that is being depicted which serves to show people what the product is about and consequently attract people to purchase the product (UNIQLO, 2011). The Heat Tech window campaign targeted people with different attributes. First, they targeted people from geographical areas that were affected by extremely cold weather. This is because they had identified a need for warmth by the people as well as the need for people to reduce costs they previously incurred in heating expenditure. The targets were also households, schools, hospitals, and offices. This is because these are areas that people spend a lot of their time which would make them susceptible to the cold. To ensure that people are warm and comfortable, there is a need to ensure that their environment is also warm and cozy especially at home. The theme of the Heat Tech window campaign is that the layer of air that is in the window blocks the conduction of heat between the inside and outside of a room consequently raising the temperature of the room. The Heat Tech campaign has made use of appeal to create a positive image of people who are enjoying the products and to influence the purchasing decisions of the different people. The main appeal that has been used in the window campaign is emotional appeal. This is because the campaign has targeted the social and psychological needs that will lead people to purchase the products (Dinnie, 2010). Another form of appeal that is used in the campaign is a rational appeal. This is because during the winter it is extremely cold and people will need to keep their environments warm to shelter themselves from the cold weather. Since the Heat Tech window products will keep the households and offices warm, it is only rational that people will purchase the products. Moreover, the Heat Tech Windows will enable people to minimize their heating costs. As a result, they will purchase the products. One execution style that is depicted in UNIQLOs windows campaign is mood. This is shown where the advert builds a mood of warmth around the product(Kim, Hayes and Reid, 2014). In the advert, the people and animals that are used bring out a feeling of warmth to the people watching it. Demon is another execution style that has been incorporated in the advert. This is depicted where the advert showcases the benefits that will be achieved by using the companys windows. The slice-of-life execution style is also used. This is depicted where the lives of people who have already used the Heat Tech windows is shown. This makes people want to live in the same way which in turn leads to increased sales for the heat tech windows. Further, in the advert, there is music that is played in the background as the advert is going on. This music is slow which creates a sense of calmness and enables people to concentrate more on the advert. Finally, the scientific style of execution is also used in this advert. This is because the advert begins by explaining how the Heat Tech widows work. This is shown where the Heat Tech windows are said to trap the warmth in the room and prevent cold air from entering a building thus ensuring that the building remains warm at all times. The advertising approaches used in this advert are very effective but they can be improved by talking directly to one customer as opposed to speaking to all customers collectively. Incidentally, the advert says that UNIQLO advertisement keeps people warm. Instead, they should say that UNIQLO advertisements keep you warm. In its campaign for the window product, UNIQLO made extensive use of digital media. Specifically, they used social media where they uploaded their videos for instance on YouTube and even reached people through the use of mobile phones. They also advertised the product using other channels such as billboards. A media that was not used to advertise is radio. The main reason is that radios are not visual and would therefore not have provided people with the intended experience gained by watching the advert. Conversely, one media that the company could have also used is the use of film advertising. This is because this would have enabled the message to reach diverse groups of people. In turn, this would have increased word of mouth advertisement to other people. The campaign was very effective. Different measures that show how effective the campaign include; the sales revenue, the cost incurred per acquisition, and social media traffic that consequently leads to conversions (Mantrala and Sridhar, 2010). The company was shown to bring in a record two hundred and three annual percent growth rate. The costs that are incurred for each acquisition are also very low because the campaign can reach very many people all at once who then purchased the windows. There was a lot of traffic to the companys social media accounts that can be shown incidentally by the high number of people who viewed the video online (UNIQLO, 2017). This then brought in customers who were attracted to purchase the product mainly because it satisfied their need for warmth while still saving them costs that would have otherwise been incurred. As the advertising agency for UNIQLO, Cheil Worldwide has the duty of providing different services for the company. First, it had the responsibility of researching to gain knowledge on the window products before launching the campaign (Khan, Jung, and Ye, 2012). In this research, it had the duty of assessing the competition, buyers preferences, and the existing as well as the future market possibilities. Cheil Worldwide is also the organization that created the advert on behalf of UNIQLO. Before this, it planned the entire advertisement and showed the plan to the company(Rodriguez, Dixon and Peltier, 2010). Once the company approved, it then created the advert and chose the best media which would be used to convey the message which was mainly social media. The company also prepared the advertising budget based on the instructions of UNIQLO. The company also carried out sales promotion which it is still performing to date to keep increasing sales. References Dinnie, K. (2010). national branding; concepts, issues, practice. Khan, H., Jung, E. and Ye, L. (2012). Social Media Research in Advertising, Communication, Marketing, and Public Relations, 19972010.Journalism Mass Communication Quarterly. Kim, K., Hayes, J. and Reid, L. (2014). Trends in Advertising Research: A Longitudinal Analysis of Leading Advertising, Marketing, and Communication Journals, 1980 to 2010.Journal of Advertising. Mantrala, M. and Sridhar, S. (2010). Personal Selling Elasticities: A Meta-Analysis.AMA jouornals, 47(5). Rodriguez, M., Dixon, A. and Peltier, J. (2010). Journal of Research in Interactive Marketing; A review of the interactive marketing literature in the context of personal selling and sales management: A research agenda.Emeraldinsight. Sangari, E. (2014). Personal selling and sales management in the marketing of financial services: Introduction to the special issue.Journal of Financial Services Marketing, 19(2). UNIQLO (2011). A Study of the Business Model of Japan's SPA Brand 'UNIQLO'.The Japanese Modern Association of Korea, null(33), pp.499-522. UNIQLO (2017).Cheil Worldwide South Korea creates the Heat Tech Window to promote Uniqlo's thermal wear. [online] Campaign Brief Asia. Available at: https://www.campaignbrief.com/asia/2017/04/cheil-worldwide-south-korea-cr-1.html [Accessed 18 Oct. 2017].