Shiseido Tsubaki Case Study: Breaking into the luxury hair care market with an effective marketing strategy

Published by: Datamonitor

Published: Feb. 5, 2010 - 16 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

The haircare product market in Japan is highly competitive

The oligopolistic Japanese shampoo/conditioner market has been stagnant in recent years

Brand has an implicit role in consumers' purchasing decisions with regards to shampoo/haircare products

Tsubaki successfully broke into the cut-throat Japanese shampoo market

Tsubaki launched into the market on the back of a heavy marketing campaign

The brand's huge success contributed to Shiseido's increased market share and induced follow-ups from rivals

Affirmative consumer reaction substantiates the brand's position in the market as a new leader in the shampoo market

Products under the brand have been launched in neighboring Asian countries after the success in Japan

A strong and effective marketing strategy is the biggest driver of Tsubaki's triumph

Multiple celebrity endorsers is a key element in the marketing and PR campaign

Tsubaki's focus on confident 'beautiful Japanese women' reflects changing social trend and connects the brand with its target consumers

Compare and contrast: Kao Asience preempted the concept of Asian beauty in the haircare market

Compare and contrast: Dove's 'real beauty' campaign challenged Japanese consumers' conventional definition of beauty

Conclusion and implications

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Figures

Figure 1: The shampoo and conditioner market in Japan appears to have been static and highly concentrated over the years

Figure 2: Product value, effectiveness and sensory benefits are important to Japanese consumers' choice of haircare products

Figure 3: Among personal care products, shampoo/conditioner has the highest percentage of Japanese respondents stating they are both quality- and brand-conscious

Figure 4: The advertisement campaign of Tsubaki's launch featured six popular actresses/models to present the theme 'Japanese women are beautiful'

Figure 5: TSUBAKI now consists of two product series with shampoo, conditioner and hair treatment products

Figure 6: Shiseido's total market share went up significantly after the launch of Tsubaki

Figure 7: Tsubaki is expanding into nearby Asian countries and is positioned as a premium foreign brand

Figure 8: A key feature of Tsubaki's advertisement campaigns is the use of multiple celebrities to represent 'beautiful Japanese women'

Figure 9: Tsubaki's latest commercials put more focus on the career side of women, emphasizing that beauty includes inner competence and not just pretty faces

Figure 10: Kao's Asience series focus on a wider 'Asian spirit' and has been endorsed by celebrities from China and Korea

Figure 11: Dove's Japanese version of the 'real beauty' campaign features ordinary consumers

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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