accessible to the younger market SITUATIONAL ANALYSIS We divided our situational analysis into four portions; marketing environment‚ product brief‚ consumer analysis and competitor analysis. Firstly‚ the location assigned to us was Taylor’s University‚ a marketing environment that was rich in our key demographic of women between 18 to 25 years old. Students of this university consisted mainly of the middle to higher income category.
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hospital to establish Shiseido‚ Japan’s first Western-style pharmacy in the Ginza district of Tokyo. Concerned about the inferior medications then available to the public‚ he aspired to separate medical care and pharmaceutical dispensing in Japan. Shiseido’s first president‚ Shinzo Fukuhara‚ led Shiseido into the cosmetics business in 1897. The only cosmetics sold in Japan at that time‚ powder and lipstick‚ were simply for altering appearance. Dissatisfied with the status quo‚ Shiseido brought a fresh
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Making China Beautiful: Shiseido and the China Market Strategy Case Study Fall Term 2012 Names: Carsten Eichhöfer‚ Lara Fries‚ Gregor Grebe‚ Luise Hoffmann Submitted to: Prof. Amit Karna‚ PhD; Prof. Klaus Uhlenbrock‚ PhD Submission Date: November 11th‚ 2012 * Table of Contents List of Abbreviations i List of Figures ii 1 Introduction 1 2 Case Analysis Shiseido 1 2.1 Shiseido’s International Expansion Strategy 1 2.2 Shiseido’s Global Advancement
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SHISEIDO Shiseido was founded in 1872 in Japan. It is one of the oldest cosmetic companies in the world‚ and fourth largest cosmetic company. It started to export its products in 1929. Shiseido was the first to develop the softening lotion‚ a lightweight liquid of toner-like consistency. Their hydro powder eye shadows which have a creamy texture are among top beauty picks Therefore the company has had the advantage of being one of the first movers. This is one of the reasons why Shiseido’s products
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Mission‚ Values and Way ···································· Shiseido s Value Portfolio ··········································· Message from the President & CEO ························· Shiseido Snapshot Business Overview ············································· Overview of Results ············································ Major Events of the Year Ended March 2012 ··· An Interview with the President & CEO ··················· Shiseido s Next Era Has Begun ································· Review
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Case- Shiseido: Channeling Cosmetics in China 1. Marketing and distribution channels for cosmetics products performed mainly transactional and logistical function. Distribution channels such as the voluntary specialty chain stores perform transactional function when they buy these cosmetic products from the manufacturer and sell them in their individual stores. They share risk with the producer (Shiseido) as they stock merchandises in anticipation for sales. On the other hand‚ counters at departmental
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1. What are the functions performed by the marketing and distribution channels for cosmetics products? Which of these functions are most important? Why? Distribution Channels in the cosmetics industry consist of individuals and firms‚ involved in the process of making cosmetic products or services available to consumers. Marketing channels make possible the flow of goods from a producer‚ through intermediaries‚ to a buyer. Intermediaries perform 3 basic functions - Transaction‚ Logistical‚ Facilitating
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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
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SHISEIDO Shiseido was founded in 1872 in Japan and started to export its products in 1929. Therefore the company has had the advantage of being one of the first movers. This is one of the reasons why Shiseido’s products have reached a high degree of market penetration. S: The main strength of Shiseido is that the company is focusing on offering high quality products. In order to do so they developed a unique strategy of combining Western technology with the regional needs of every country
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Problem Statement What marketing strategy should Shiseido pursue that will appeal to the cultural‚ social‚ personal and psychological characteristics of American consumers and therefore increase the company’s share in the US market? Target Market Adult American women belonging to the high-income earning class Areas for Consideration Strengths: Shiseido is the largest cosmetic manufacturers in Japan Shiseido already has a long history and a well-established image in Japan Weaknesses: The company holds
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