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Muji ---- Marketing

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by

Eva Lee

on 10 April 2014

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Transcript of Muji ---- Marketing

10
Marketing plan
Elvis
Janice
Raymond
Eva
Terrence
Queenie
Ricky
Kowk

Yik Pan, 13611659S
Li Wai Lan, 13615634S
Lam Ying Hin,13607265S
Li Zilin,13617326S
Man Tao, 13600288S
Zheng Yuying,13604435S
Poon Yun Wa,13621942S
-Simple
-Functional
-Reasonable price

Background
Executive Summary


Sufficient competitiveness

Rooms for improvement

Develop online shopping system in HK

Open Concept Store

Hold more annual campaigns


Conclusion
Reason choose

Marketing a green company

What difficulty we will face?
Reason to choose MuJi
^
to
M
arket
Analysis
S
T
P
Segmentation
IKEA
Design to deliver functionality
Low price

MUJI
Reasonable price
“No-brand quality goods”

Price
VS
Quality
Marks & Spence
High quality of fashion with innovation
High price

Log-on
Struggle for improving the quality of customers’ life
Reasonable price

Market Positioning
3

10

11

IKEA

Muji

Log-on

Promotion

Distribution

2)Distribution VS Promotion

Market Positioning

3

12
IKEA

Muji

Log-on

Promotion

Distribution

2)Distribution
VS
Promotion

Market Positioning
Situation Analysis
trength
Simple and well designed products

Diversified business portfolio

Strong focus on sustainability

Positive brand image

pportunity

Popularity of customized products

Environmental protection

High inflation rate

eakness
Strong presence in Japan

Weak online support

Lack of promotion

hreat
Radiation leak

Competition

Rise of cost of raw material and

labor cost

nalysis
A
S
W
O
T
Competitive force
Competitive market(e.g.LOG-ON and IKEA)
Differentiate ourselves by broaden the range of product

Economic force
High inflation rate in Hong Kong
Reasonable priced and high quality products are suitable

Political force
Hong Kong government concern about environmental protection issues

Environmental Forces

Socio-cultural force
People are better-educated and they believe green life is a personality

Technological force
Selection of material,streamlined manufacturing process and minimal packaging

Legal and regulatory force
Producer Responsiblity Scheme(PRS)
Product Eco-responsibility(Plastic Shopping Bags)Regulation

Environmental Forces(Cont’)
Environmental
Forces
Marketing
Product
Distribution
Price
Expansion of online shopping website and mobile app
-Total sales will increase up by 5%.

Launch a series of philanthropic activities – two events
-Extend the customer relationship
-Maintain loyalty of our customers.

Further expansion of a Concept store - MUJI Global
-Market share will increase 5% in each year.


Store format realignment

-Generate 20% brand loyalty and satisfaction

Marketing Objectives
Objectives
Online Shopping Website and Mobile app


adopting online marketing strategy and digital direct marketing technologies

Online Shopping 》》》 convenience
MUJI Pocket 》》》 promotion, brands news

Increase total sales

Philanthropic activities (public relation strategy)

MUJI-Recycle Season- trade-in MUJI furniture from customers

last for 3 months

use the old furniture to exchange a new

old furniture collected will be refurbished and donated to charities

》》》 Build up an ethical company image
Maintain loyalty of our customers.

Concept Store (distribution strategy)

Sell the products unusual to other MUJI stores
e.g. flowers, bonsai and electric appliances

Events:
Aesthetics talk for students
Fashion show
Exhibitions
Cooking Class

》》》 Engage customer awareness and strengthen the customer relationship

》》》 Increase market share in HK


ecommendations
R
Mix
Content
Promotion
MUJI’s promotion strategy
 Not strong enough
 Less efficient
 Limited resources focus on online advertising
 Missing a larger group of potential customer

Promotion
-Making products available in
certain market
-Minimize distribution costs
-Increase net profit

Distribution
Online marketing: Lowest performance level

Total marks Lower than H&M and M&S


Distribution
1 mark – lowest performance
5 marks – highest performance


Japan retailer brand
“No Brand, Quality Goods”
Offer variety of products
Global issue Environmental friendly
Balance of profitability and “made of natural”
Muji

Implementation

Selective Distribution Strategy

12 Branches in HK

4 in Kowloon
3 in New Territories
4 in Hong Kong Island
1 in Airport
12 Branches in HK

Price
Good-Value Pricing Strategy
Average price in Hong Kong market
a more inspiring and interactive shopping experience

Store format realignment (retail strategy)

customer satisfaction survey to understand

customers’ wants

Corporate with familiar in-house designers
play background music – soothing, relaxing


("MUJI,".n.d.para. 1)
("MUJI‘S PHILOSOPHY,n.d.para 1)
("MUJI,".n.d.para.2)
("MUJI‘S PHILOSOPHY,n.d.para .3)
(Ikea, 2013)
(Citysuper, 2013 )
(Jesko Perrey Dennis Spillecke, 2013)
(Muji, 2013)
(John Dawson& Masao Mukoyama , 2013)
(Aaker, 2009)
(Tanaka, 2008 cited in Price, 2008)
(Barron, n.d.)
(Muji,n.d.)
(Ryohin Keikaku Co., Ltd, annual report, 2012)
"IKEA", accessed November 11, 2013
http://www.ikea.com/hk/zh/

"city’s super." LOG-ON, Accessed November 11, 2013
http://www.citysuper.com.hk/module4_main.php?sdiv=log

"M&S Hong-Kong." Marks & Spencer., Accessed November 11, 2013
http://global.marksandspencer.com/hk/

Jesko Perrey,Dennis Spillecke (2013), Retail Marketing and Branding, second editions, John Wiley & Sons, Inc.

About MUJI, Retrieved November 2, 2013, from
http://www.MUJI.eu/pages/about.asp?PT=1

Jack C. Richards (2006), Interchange Level 3 Fourth Editions, P.70, Cambridge University Press.

MUJI Stores, Retrieved November 2, 2013, from
http://www.MUJI.eu/pages/stores.asp

Ulf Schrader, Vera Fricke, Declan Doyle, Victoria W. Thoresen, Enabling Responsible Living, P. 44-45, Springer Verlag Berlin Heidelberg, 2013

Ryohin Keikaku Co., Ltd, annual report, Retrieved 2012, from
http://ryohin-keikaku.jp/eng/balance/pdf/annualreport_2012_e.pdf

John Dawson and Masao Mukoyama (2013), Global Strategies in Retailing: Asian and European Experiences, Routledge

Environmental Protection Department, Retrieved November 2, 2013, from
http://www.epd.gov.hk/epd/misc/BusinessGuide/english/index.html


References

Hult, G.T, Pride, W. M., & Ferrell, O. C., Marketing, 16th Ed. (International Edition), South-Western, Cengage Learning, 2012.

Aaker D.(2009).MUJI: The No-brand Brand. Marketing News December 2009. [online]. Available from:http://www.prophet.com/thinking/view/427-MUJI/. Posted 27 January 2010.

Price, L. (2008). MUJI PR: ‘I Would Like To Clarify about Pricing of Products’.Racked [Online]. Available from:http://racked.com/archives/2008/01/17/racked_mailbag_MUJI_backlash_s.php. Accessed 5 July 2009.

Barron. (n.d.) In Barron’s Marketing Dictionary. Retrieved from http://www.answers.com/topic/selective-distribution

MUJI. (n.d.) Store Information. Retrieved from http://www.MUJI.com.hk/store_chin.asp

MUJI. (n.d.). Café & Meal MUJI. Retrieved from http://www.MUJI.com.hk/cafemeal/

Marks & Spencer. (n.d.)”M&S Stores in”. Retrieved from http://global.marksandspencer.com/hk/store-locator/

H&M. (n.d.) H&M store-locator. Retrieved from http://www.hm.com/hk/store-locator

IKEA. (n.d.) IKEA’s branches. Retrieved from http://www.ikea.com/ms/zh_HK/ikny_splash.html


References

(Environmental Protection Department, 2012)
Core Benefits:

Expended over 7,000 items
(Hsu, 2007; Peng & Chen, 2007, p.97)

Sell one single value to customer

Simplicity
Moderation
Humility
Self-restraint
(Aaker, 2009)

Add Muji-sensory product mix

From “Vision” & “Touch”
To “Smell” & “Taste”
(Aaker, 2009)





Evaluation the effectiveness of Existing Marketing Mix:

Product
Lifestyle
Product Attributes:

Product
Full transcript