marketing from europe to japan
TRANSCRIPT
Increasing the Effectiveness of Irish Companies in the Japanese Market.
AS 5011. Thomas Nelan 23 July, 2015.
Presentation Overview
• Demographics & Consumer Behaviour;• Marketing Mix currently in use:– Product (tailored to the Japanese Market?);– Price (Harvey Norman or Harvey Nichols?);– Place (S.E.Z.s & Location, Location, Location);– Promotion (Market and Cultural Integration).
• Summary.
Japanese Demographics and Consumer Behaviour
• Single and childless for longer;• Smaller family sizes;• Population: large, densely packed, ageing;• Internet usage: 90% of Japanese aged 10- 50 use
the internet;• Responsible consumption (e.g. fair trade,
recycled, socially responsible brands in demand);• Quality preference among consumers;
Marketing Mix in Tune with Japanese Market?
Product Price
Place
Promotion
Marketing Mix
Product
• Smaller family size: 5th lowest birth rate of OECD countries.
Product
• Tailored to Smaller Family Size?• Quality Conscious Consumers.
Product
• Product designed with Irish or Japanese consumers in mind?
Product
• Product designed with Irish or Japanese consumers in mind?
Top Heavy
Unfamiliar Design
Slim Narrow Base
Product
• Product designed with Irish or Japanese consumers in mind?
Product
• Product designed with Irish or Japanese consumers in mind?
Simple “wabi-sabi”
design.
Sturdy
base
Price
• Unlike Ireland:Quality Considerations Outweigh Price.
• “Cost should not be the best differentiation used to approach Japan”._ Akiko Sato, Enterprise Ireland.
Place
• Online Marketplaces:– Rakuten (20.4%);Amazon (19.4%); Yahoo! (6.1%);
• Website:www.egan-engraving.com Vs www.e-gan.com– Optimised for Yahoo! rather than Google searches.
• Online to Offline Retail Growth:– Rakuten (#1 Online Retailer)– Oisix (Online Vegetable Delivery Company).
Location Location Location:
• Population Tokyo: 13,000,000– Include immediately surrounding areas 37,800,000
World’s Largest Megacity.
Location Location Location:
– Administrative Support;– Business Networking Support;– Specialist Introductions;– Consultancy Services;– “Special Zone for Asian Headquarters”.
– Fast track immigration processing & patent application reviews;– Generous Tax Treatment and Exemptions;– Financial Support e.g.
» Subsidies,» Low-Interest Loans,» ½ Price Office Space.
Location Location Location:5 Other Regional Economic Zones.
Osaka (Medical Devices &
Healthcare).
Fukuoka(Employer-Friendly Labour Reforms).
Okinawa (International
Tourism).
Niigata (Agriculture).
Yabu (Agriculture)
Location Location Location:
Invest Japan Business Support Centre:• Free Consultation with Industry Experts;• Administrative Procedure Assistance;• Free Office Space & Equipment (up to 50 working days);• Access to JETRO Business Library.
Promotion- Trust Marks
Promotion- Social Media
1. : 65.4%2. : 42.0%3. : 37.8%4. : 19.2%5. : 16.4%6. : 16.4%7. : 13.3%
PromotionLearn from Example
George Clooney
- Kirin Beer
PromotionLearn from Example
Ichiro Suzuki
-Kirin Beer
PromotionLearn from Example
Boy bandOne Direction
- Mobile Phones
PromotionLearn from Example
Boy band “Smap”
-Mobile Phones
PromotionLearn from Example
Bruce Willis
-Cars
PromotionLearn from Example
Kei Nishikori
-Jaguar
Integration-Turning Japanese
Integration-Turning Japanese
Integration-Turning Japanese
To Conclude
1. Step into the shoes of your target market:– Examine Consumer Behaviour & Demographics.
2. Consider your Japan Marketing Mix:– Product, Price, Place, Promotion.– Ju nin to iro (“10 people 10 colours” i.e. everyone is different).
3. Consider advantages of relocation:– Special Economic Zones, tax breaks etc.
4. When in Rome… (or Tokyo):– Consider advertising as the Japanese do, by example;– Mascot.
End
Questions?