A brand positioning strategy recommendation for an Asian cosmetics giant

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A brand positioning strategy recommendation for an Asian cosmetics giant

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Title: A brand positioning strategy recommendation for an Asian cosmetics giant
Shiseido in Western and Central Europe
Author: ter Heide, Marleen; Gontarz, Katarzyna Monika
Abstract: Background. Shiseido is one of the oldest cosmetics companies in the world, founded in Tokyo in 1872. The cosmetics company is struggling to boost the stagnating operating profitability in both the domestic and the overseas market. Management believes that building a younger brand image is key and that, amongst other business activities, an increase in customer-oriented marketing will play a major role in boosting profit. Aims. The aim of this study is to gain valuable insights into consumer behaviour of the Millennial generation (18-34 age group) and suggest a strategic brand positioning to grow Shiseido’s current business in the Western and Central European market. The ultimate goal is to assist Shiseido in the creation of a younger brand image in Western and Central Europe to boost sales through customer-oriented marketing. Methods. Both a deductive and an inductive research approach was applied. Both qualitative and quantitative data were gathered through an online questionnaire and consumer sentiment analysis which, together with a careful selection of secondary data, resulted in a new brand positioning strategy recommendation for Shiseido in Western and Central Europe. Results/Conclusion. Based on the selected literature and the results of the survey and consumer satisfaction analysis, a brand positioning strategy was recommended for Shiseido in Western and Central Europe. The new strategy concentrates on becoming a product of choice for Millennials by enhancing the digital presence of Shiseido and educating young people. The goal is to create a positive association in the consumer's mind between Asian lifestyle and flawless skin. This study argues that, in order to attract a younger demographic in Western and Central Europe, Shiseido needs to adapt its positioning strategy as recommended.
URI: http://hdl.handle.net/10417/6170
Date: 2017-01-03
Pages: 127 s.
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