Shiseido Presentation

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  • Topic: Human skin color, Beauty, SWOT analysis
  • Pages : 9 (790 words )
  • Download(s) : 216
  • Published : October 20, 2012
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SWOT Analysis
Strengths
• Product quality
• Innovative R & D
• Strong Philosophy
(Zen culture, Inner
Beauty)
• Loyal customers

Weaknesses
• Low brand awareness
• Small number of doors
• Expensive compared to
economic conditions
•No explicit place for
male products

egmentation & Competition
SWOT Analysis(cont.)

Opportunities
• Sun care productsemerging market
• Japan in fashion

Threats
• Economic crisis
• Salaries’ decrease
• Fierce competition

Very loyal
Loyal
Not so loyal

Competition Mapping

Targeting: Luxury Segment
Women 35-65 years old
Upper Scale Social background
Live in major cities in Greece, urban environment
Both single & married

•Soap-Lotion-Hydration products,
Sophisticated Hydration,



Anti-aging, Suncare

Focus on Skincare & fragrances
(less in makeup)
Middle to high Pricing



DEMOGRAPHICS

•Lower Competitive Pricing

Dynamic & Career driven (or their husbands)

•In Store service promotion & consultation,

Intensive in store promotion &

Like & follow fashion, but want to differentiate from the standard

aggressive Gifts With Purchases, TV

continuity
continuity in advertising

MAJOR
COMPETITORS

Want to discover their inner beauty and truth

promotions
promotions

Take care of themselves - Visit gyms, spa & regeneration centers They are loyal once they find something they like
Put effort and time to find best cosmetics

Skincare Products, Expert in Eye cream

•Focus on anti-aging hydration,

& Foundation

fragrances, foundation & Mascara



Upper Pricing

•Middle Competitive Pricing



Consultation & service. Exploitation of

•Advertising (including TV), Make up &

La Prairie spas in upper class areas

skincare events



PSYCOGRAPHICS

Willing to spend & buy on a regular basis
Appreciate personalized contact with beauty consultants

TV/ Radio
Experts Opinion (dermatologists etc)
WOM / Friends opinion / prompt to imitation
Alternative but Socially Role Models / famous personalities
MEDIA & SOURCES OF INFO

Targeting: Male Segment

Targeting: Younger Segment (16-24 y.o.)

Men 30-50 years old
Go to private schools / colleges
Upper Scale Social background
Live in major cities in Greece, urban environment

Mostly singles/bachelors
Live in major cities in Greece, urban environment
DEMOGRAPHICS

DEMOGRAPHICS

Career driven & Results oriented
Like branded products, follow the flock but they want to be special Like high-end technology in the products they use
Need non-allergic and dermatological tested (R&D) products
Take care of themselves, like gym, good clothing etc
Like nice & fun packaging
Desire no smell products, ones that have results but do not show PSYCOGRAPHICS

PSYCOGRAPHICS

Appreciate the smell and texture of products

Are curious to discover cosmetics products but don’t feel comfort to visit stores

Social Media
TV / Lifestyle Magazines
WOM / Peers Opinion
Experts Opinion (dermatologists etc)

If in relationship, Trust girlfriend’s opinion & choice
Financial/political magazines
MEDIA & SOURCES OF INFO

TV / Radio

MEDIA & SOURCES OF INFO

Laddering

Positioning Statement
To vital, free people who need to feel mentally
and physically pure, Shiseido offers cosmetics
that endure during the day with the best
quality
quality in the market for 140 years using
Japanese expertise.

I feel pure and refreshed!
I look better, smell better,
attract people easier
Clean skin, high quality
makeup
A nice bottle or vase
promising me
improvement
of my appearance

Really now, what do I
really get?
But, what do I really get?
Why do I buy it?

What do I buy?

Look & Feel of corporate website
In store promotion
Easier navigation
Easier on-line
Add more doors
Enhance promotional packages with full product
line
Train beauticians to create a relationship
Beauticians educate customers into the correct use
of the...
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