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Shiseido Presentation

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Shiseido Presentation
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
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