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Marketing strategy in Japan While a company launches new foreign country entering operations, how to make an outstanding advertising, pricing and distribution strategies are essential to distinguish within the business (Bowman et al, 1995). According to Roomiest International (201 3), personal care products are famous for enrich organic and other pure and natural ingredients, a large amount of top-edge firms via different kinds of distribution channels, such as supermarkets, individual care specialists and department of shops.
Nevertheless, Chinese herbal ingredients beauty care products re still a blank place In the current Japanese skin care market, however, a local herbal personal care named XX provides a concept called “Naturals Equal Health”, hence, this local brand could be regarded as the main competitor for the Herbalist in the market. Although, XX holds the certification from the International Hall certifier FRI.-Asia, but, a certification comes from E could also help Heurist strength its competitiveness, as E has a more restrict entry standard.
In order to win the marketing campaign, develop a high brand expose could be an Ideal way to Increase Its current low brand awareness, this should be considered as a must tackled mission for the Herbalist. Therefore, the Herbalist should accomplish a constant and aggressive tactics, and the tactics in the Japanese market should apply the social media such as the advertisements at the TV program or attach sample products on the fashionable issues.
For the purpose of increasing Herbalist’s brand awareness and the core value of the Chinese culture in the Japanese skin market, The Tat Chi line of the Hormones could be considered as the most representative and distribute products In the Japanese market. During the differentiation tactics. The price of the Tat Chi line would be placed at roughly EYE. Obviously, companies with highly inimitable and differentiated products could be priced at the premium level (Lee et al, 2012).
Virtually, a firm are able to overwhelm the competitors only on developing unique characteristics which it can preserve (Lee et al, 2012). The Tat Chi line products dedicate over 40% profits of the Herbivores and the feedbacks from the Tall Cal Line products are positive broadly. Based on this situation, series of Tall Cal line products will be developed to obtain the attention of high disposable Income nonusers, who are object to cost more money on the natural and organic personal care products. If this goal could come true, the dominant position of Japanese herbal skin care market could be enhanced largely.
Additionally, it seems that add some active and innovative elements contribute to make the market battle more competitive. We also choose the “Nature’s Selection Makes You More Beauty” as the slogan for the Herbivores, because It directly explains that all Ingredients In Herbivores products comes from our nature, which means no chemical additives and less adverse effects, then attract the eyes of consumers’. Nevertheless, an ‘experience truck will be initiated to rise the interaction of Japanese consumers.
As we all know, Japan is a developed country, most of individuals live in the downtown, and therefore, it is a positive signal for Herbivores exposed Its products actively in the downtown area. The well designed truck will concentrate on high-profile enter In the popular customers, in order to pitch the essential consumers. We also give a sample as gift to the experience who are willing to post our products on his or her social websites. Recently, the Internet provides a platform for consumers to share their experience or opinions each other (Henning-Thru, 2004).
As the effects of electronic word-of- mouth has risen largely since the end of the last century, and with the popularization of the mobile devices, we have reason to believe that this battle could increase the popularity of Herbalist in the whole Japan. Conclusion All in all, the Herbalist is considered as MEN which is seeking for market compensation in foreign country, and we think the Japanese personal care market is the most potential market for the Heritors to achieve its long term benefits. As the global economy is coming to recovery, we chose the nearest developed country around China, namely Japan, as our destination country.
Furthermore, the culture between China and Japan does not have too much difference, and Japanese also inclined to buy natural and herbal skin care products, and also with considering the purchasing power of Japanese consumers. Nevertheless, Herbalist is objected to enter the Japanese Market applying the straight export mode, with distributor ….. , as it contains the largest amount of collaboration and branches, go with a local company old reduce certain risk. Furthermore, as Japan is country which near China, the shipping cost is also a big barrier.
Besides establishing a wholly owned Herbalist spa shop in Tokyo and expatriate experienced Chinese are also contribute to reduce the time of adjustment. In order to unite the Herbalist’s global expanding tactics, we push out the Tat Chi line as the core products in Japan and set up ‘experience truck operation to compete with a local herbal skin care company named XX in the marketing campaign. We also combined the virtual and realistic marketing adverting getter by using the result of the third technological revolution— the Internet, as our marketing platform, in order to rise the brand awareness of Herbalist.