Being the leading cosmetics company in Japan and one of the largest in the world, Shiseido requires strong marketing strategies to meet the needs of its consumers. To maintain its high status in the market, it depends on the tactics of marketing mix, its unique selling point, and its growth strategies.
No matter how good a product is, it would never get noticed by consumers if there is no form of promotion. The most recent promotion in Singapore would be the Shiseido “Wrapped in Joy” promotion for the Christmas season. It gives away complimentary skincare products with every purchase of a Shiseido Christmas set. This benefits the company as it can earn profits from the purchases and at the same time promote its products. Shiseido also promote their products through personal selling. During the launch of the Majolica Majorca brand in Singapore, there were around five sales assistants around to give makeovers and advice on the new products. This will draw in customers as they were allowed to test out the products first. In addition, Shiseido Singapore employed nine popular Singaporean bloggers to rave about their favourite Majolica Majorca products. Occasionally, this makeup line in Watsons goes on a twenty percent discount which attract existing and new buyers. It also hired internationally known celebrity, Ayumi Hamasaki, to endorse some products to raise popularity.
The prices of most Shiseido products are usually slightly higher than the average cosmetics prices, but there are still affordable to most buyers. It is appropriate as its target customers are women aged 25-35, who belong to the working class and can afford these products. To such buyers, products with higher prices are deemed to be more effective than those with lower prices. Especially since Shiseido is a major company in terms of size and age, and has a good reputation, the value of its products is naturally higher. However, within these years, the company...
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