Case study of Shiseido in Europe

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Case study of Shiseido in Europe

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Abstract

Shiseido is a Japanese cosmetics company. It is a leader in field territory, and is constantly working to be better. Shiseido plans to develop a new strategy which will transform itself into a multinational influence.

The term means ‘Shiseido' means "the richness of life." This company was founded 1872 when it was primarily dealt with the pharmaceutical products. The first Shiseido cosmetic product was developed in 1897.

Today, it is a leading competitor in the Japanese cosmetics market and has 26.4% of the market share. Shiseido also enjoys a very good reputation in the cosmetics industry. Shiseido is also present in several other countries in Europe and the United States in addition to Asia.

Shiseido wishes to become a multinational company and its first step to achieve this goal was to acquire the French cosmetics brand Carita and integrate itself into American society with Zotos International. With the development of the new structure BPI Beauté Prestige International, and its first fragrance “Féminité du Bois." Shiseido is able to say that it is a real multinational firm.

The fragrance market

Traditionally, this market is not susceptible to the variations in the international situation and so, is a safer market to dabble in. But there are high stakes riding on these products all over the world, especially in France. France is known to be the most important market when it comes to perfumes. It is here that the consumption is said to be the highest. Each inhabitant is said to spend 162 euros every year on perfumes. The perfume market in France has a turnover of 6 million euros in turnover.

Tags: Shiseido, cosmetics, Europe

Introduction
Changes in the luxury sector
The luxury of exclusive and accessibility
Origin and history - Luxury
1. History of luxury
2. Product specifications of Luxury
3. A perfect product
4. Attractive packaging
5. A strategic price
6. A distribution study
An elitist voluntary communication
The causes of this change include the following - democratization of the sector
1. The financial causes
2. The sociological causes
3. The causes related to innovation
The paradoxes through the 4Ps
1. Price Paradox
2. Product Paradox
3. Paradox of distribution
4. communication paradox
Luxury in the 21st Century
The exclusive luxury of the People
The new luxury
Focus on the brand
1. Presentation
2. All attributes
3. All benefits
4. The set of values
5. A culture
6. A personality
7. A user profile
The luxury brand
The dangers
1. The first danger comes from consumer products
2. The second danger comes from the proximity between the management of luxury and the mass distribution
3. The third and last danger for the overexposure and trivialization of luxury
The evolution of marketing strategies of luxury
Tools
1. The extension of the range, the variation
2. The line extension, diversification
3. From co-branding to masstige
4. The accessorization of luxury
Marketing Mix
1. The product
2. The price
3. Distribution
4. Communication
Internet and luxury
Investing networks of influence
1. internet: luxury and affinity
Consumer expectations
The Internet media at a glance
1. Internet is
Investments of luxury growing on the web
Internet users in the high income group
Luxury and the internet
Rules to follow
Understanding social media
Differences in methods of traditional Media
Writing for social media
According to the Social Media Guide, to be forceful with social media, you must
Types of Social Media
1. Social networks
The value of social networks for luxury brands
Major social networks
1. Facebook
2. LinkedIn
3. Service
4. MySpace
Facebook, the first social network
Attracting fans on my Facebook page
Communities of content
The main communities
1. Sharing
2. Share videos and photos
3. Document sharing
YouTube, one of the most visited of the world
1. Example Campaign
2. The microblogs
A few statistics
Here are some examples of what he can do on Twitter
Luxury brands increasingly present on twitter
Blogs, the new mouthpiece of luxury
Which blogs are targeted?
Blogs: often the source of a buzz
What is the buzz
What is the trash attitude?
1. The trash today
2. Trash and luxury
A new approach, glam trash
The example of the glam-trash of the Louis Vuitton
Measure the effectiveness of its campaign
Follow the buzz
How to measure the phenomenon of buzz?
1. Google Alerts
2. Google Blogsearch
3. Google trends
4. Wikio
5. Technorati
6. twirus.com
7. MonitorThis
8. Samepoint
Social Mention (Alerts and Social Mention)
1. whostalkin.com
2. TweetScan (and email alerts Twitter)
3. Tweetbeep
Twitrratr
1. Twitter Search
ROI measurement of the commitment of my brand in social media
The measure of progress
Application on Twitter
Measurement tools from the Social Media Guide
Measurement tools of engagement
Illustration: Louis Vuitton BITCH
Analyze
The perfume market
Competition
SWOT
Aims
Targets
Positioning
The 4 Ps
Budget Analysis
Conclusion

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Extract

[...] In October of 1990, Shiseido created an independent brand to produce perfumes. This company was named BPI or Beauté Prestige International. This company was put in place to manage the creation of Shiseido's first fragrance, Féminité du Bois. Shiseido has developed an organizational policy that is worthy of the biggest multinational firms that function in the most important sectors. In this organization, contacts between regional offices and the parent ones are important (meetings, regular information mails, etc. need to occur frequently). [...]

[...] Study of Shiseido in Europe Introduction Shiseido is a Japanese cosmetics company. It is a leader in its field and is constantly striving to be better. Shiseido plans to develop a new strategy which will transform itself into a multinational influence. Shiseido The term means ‘Shiseido' means "the richness of life." This company was founded 1872 when it was primarily dealt with pharmaceutical products. The first Shiseido cosmetic product was developed in 1897. Today, it is a leading competitor in the Japanese cosmetics market and has of the market share. [...]

[...] Shiseido should set the mark for its target market in France and also choose a target market for Féminité du Bois. To establish this perfume should be a priority for the brand and aiming to integrate itself in the French market should be of the utmost importance. Once Féminité du Bois has been established, experts at BTI should not hesitate to develop a range of perfumery products in order to build a larger portfolio. This will enable Shiseido to expand. [...]

[...] For example in 1989, Shiseido acquired over of the market share in Europe. It has numerous outlets in the European countries of Netherlands, Belgium, Luxembourg Germany, Spain, Italy and France. Shiseido hopes to settle in Switzerland, Austria and Scandinavia as well. In order to do this, Shiseido can develop on its successful integration into the Italian market where it currently has more than 1500 sales outlets. This success is the result of 20 years of effort. Though they acknowledge the quality of the products of Shiseido, it is not always the first choice of the consumers. [...]

[...] The second step would be to develop the structure of the Shiseido group. This means organise an internationalization strategy, create a new independent body called Shiseido Europe. The experience and knowledge that it has gained in the workings of the cosmetics market should be sufficient for it to understand that it would be more efficient for regional management if Europe had a headquarters of its own. This would allow the group to be more effective in any steps it would take to develop in the future. [...]

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