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Exporting

Joint Venture

Product

Price

Premium price strategy

AUPRES

good quality

high price

Shiseido in China

12210272 Doye Lee

12211359 YeahRim Lee

Marketing Mix

  • Established in 1872
  • Started from pharmaceutical company
  • The oldest cosmetic manufacturer in Japan
  • Major Japanese hair care and cosmetics producer
  • Sixth largest cosmetics company in the world

Long History

The oldest cosmetic manufacture in Japan

Country of Origin

Strong Brand Equity

Japan

Rich Marketing Experience

and Know-how

Reliability of Quality

FSA

CSA

About Shiseido

Leader of Asian

cosmetic corporations

Original technology

about ingredients

Promotion

Distribution

Global Operation

Business Overview

Channel Specific brand strategy

Advertising

Global business

46.9%

Domestic cosmetics business 51.8%

TV commercial is the most effective

High-end department store

Cosmetics specialty store

Sales Promotion

Discounts, Membership

Online shopping mall

China

Demography

Economy

Population : 1.4 billion

Consumer

Behavior

GDP per capita : $8,394

Emerging market

Trend

Conservative to new brands,

TV commercial is the

most effective medium

Economic growth slowed slightly,

Cosmetics market continued to

grow faster than GDP

Result

China cosmetic market share (2009)

Mode of Entry

Strategic Alliance

With Beijing government company

Source: Datamonitor

Local Marketing Strategy

middle-income women

Target segmentation

Reference

Wide range of high quality beauty products using the latest technologies

Product Positioning

http://adage.com/china/article/viewpoint/why-shiseido-beats-western-beauty-marketers-in-china/145645/

(2010, 12). Making China Beautiful: Shiseido and the China Market. StudyMode.com. Retrieved 12, 2010, from http://www.studymode.com/essays/Making-China-Beautiful-Shiseido-And-The-518277.html

http://prezi.com/n8jdlrgsmuli/shiseido-marketing/

http://www.fransgiele.be/freematerial/2009chineseconsumerbehaviour.pdf

http://www.venturerepublic.com/resources/Shiseido_-_The_Asian_Cosmetic_brand.asp

Shiseido in China

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