Marketing Plan for Shiseido Essay Example for Free

Marketing Plan for Shiseido Essay One hundred and forty years ago, Arinobu Fukuhara built on his experience working as chief pharmacist at a navy hospital to establish Shiseido, Japan’s first Western-style pharmacy in the Ginza district of Tokyo. Concerned about the inferior medications then available to the public, he aspired to separate medical care and pharmaceutical dispensing in Japan. Shiseido’s first president, Shinzo Fukuhara, led Shiseido into the cosmetics business in 1897. The only cosmetics sold in Japan at that time, powder and lipstick, were simply for altering appearance. Dissatisfied with the status quo, Shiseido brought a fresh perspective to cosmetics (n.d.). They formulated their products like pharmaceuticals because they strongly believed that the true value of cosmetics was in achieving healthy, beautiful skin. Based on this belief, Shiseido has developed with an unwavering philosophical commitment to high quality, innovation and authentic value. Millions of people have come to know and trust the Shiseido name as a result. The origin of the company name â€Å"Shiseido† is a passage from the Chinese classic, I Ching (The Book of Changes): â€Å"praise the virtues of the great Earth, which nurtures new life and brings forth new values.† Shiseido puts the intent of this passage into practice by discovering and creating new value. This is our founding spirit, and it continues unbroken as Our Mission, Shiseido’s raison d’à ªtre (Annual report 2012). Having started out as a pharmacy, it wasn’t until 1915 that Shiseido changed direction and committed to the cosmetics industry. The move was masterminded by Shinzo Fukuhara, the third son of Arinobu Fukuhara and the company’s first president. †¨ An experienced photographer, Shinzo Fukuhara combined artistry with high quality manufacturing, underpinned by the very latest in research and development, to establish Shiseido as a unique presence in the cosmetics industry (n.d.). The beginnings of Shiseido’s corporate philosophy As part of the transition from a family business to a more corporate setup, in 1921 Shiseido set out Shiseido’s Five Principles as the foundation of its corporate philosophy and activities as a company. These went on to form the basis of Shiseido’s Corporate Philosophy in 1989. Having undergone a number of changes since then, this finally evolved into, a new corporate philosophy reflecting the Shiseido Group’s internat ional operations and diverse brand portfolio, in 2011. Establishing a global production network With production facilities already up and running in areas such as North America and Taiwan, as well as in Japan, in 1991 Shiseido opened its first production facility in Europe, thereby establishing a truly global production network. Operations later got underway at a factory in Beijing in 1993 as Shiseido made its first steps towards expanding operations in the Chinese market. In 2010, the company commenced operations at a factory in Vietnam, as part of a concerted effort to tap into new growth in the so-called â€Å"masstige† market (n.d.). Reviewing a description of the market including the economic system to be targeted in this marketing plan, it has been found that Thai woman are interested in new products to whiten their intimate areas. Fair skin is a symbol of opportunity, success and status. There are already skin-whitening pills and diet supplements claiming to pick up where the cosmetics leave off. But this is the first time that a vaginal whitening wash has hit the Thai market (Hodal, 2012). Asian skin ages different than others, instead of Asians being concerned with fine lines and wrinkles, Asians worry about dark spots. Using pale Korean and Japanese pop stars as illustrations, Thai womens magazines are full of fair-skinned Asians promoting products that promise to whiten, lighten and boost the complexion, with slogans such as Show off your aura and Get to know the miracle of white skin. Fair-skinned actors and singers dominate the media nearly all over the Asia-Pacific region, where the skin-lightening indu stry is expected to reach $2bn this year with the fastest growing markets in China and India (Hodal, 2012). Shiseido has been at the forefront of skin-brightening research since launching the lotion Hydrogen Peroxide Cucumber in 1917 (Annual report 2012). They have developed about one-third of the active skin-brightening ingredients used in Japanese cosmetics. Shiseido is concentrating on aging research so that people can grow older beautifully. There are three key aspects in conducting research: functionality that creates healthy, beautiful skin; sensitivity and sensations such as pleasant usability, scent, color and beauty methods; and most important, safety that allows consumers to use their products worry free. In Thailand, Shiseido needs to grow existing products and embrace its brand value. They need to use the foundation they have built to generate solid growth in Thailand. Shiseido will continue to shift through fundamental reforms in order to invest for growth, and will implement fresh initiatives. According to their website, Shiseido has always embraced innovation, progress and challenge. The only way that Shiseido can evolve is by integrating its growing strengths to continuously create new and richer value in new markets. They should see the Asian culture as a future growth driver, and should therefore put their focus on commercials and in-store visuals to build the reputation of the Shiseido brand. They should also consider focusing on local customer needs, promote seasonal cosmetic changes and realize their customers purchasing behavior. People use the Internet to acquire information by themselves and comparison shop beyond category boundaries (Annual report 2012). Shiseido needs to recognize and accommodate to these major changes in the market by taking on the challenge of a new business model that could increases regular users of products by bringing together their existing store-based sales with business and direct marketing using the Internet. I want Shiseido to build direct relationships with customers and use them to steadily deliver the value they generate. I would also like to see Shiseido grow from the cosmetics business by providing total beauty solutions. The key to success for Shiseido lies in offering a suite of products targeted at a wide range of customers, but with special emphasis on the growing luxury and natural sector. There are several reasons behind the growth in high-end cosmetics: the expansion of new markets in Russia and Asia; changing social norms that make the wearing of makeup more acceptable; celebrity worship; promotion within fashion magazines; improvements in the technology that creates makeup; the influence of mass retailers that can offer lower prices, and raising affluence. As makeup becomes less expensive, better and more accessible, more women have moved away from older brands of makeup and skincare in search of higher-quality new products and more exclusivity. Works Cited (n.d.). Retrieved from http://group.shiseido.com/company/info/index.htmlThere are no sources in the current document. Annual report 2012. (n.d.). Retrieved from http://group.shiseido.com/ir/library/annual/pdf/2012/anu00001.pdf Hodal, K. (2012, 11 23). Thailands skin-whitening craze reaches womans intimate areas. Retrieved from http://www.guardian.co.uk/world/2012/sep/23/thailand-vaginal-whitening-wash

Peer Pressure and Drinking Essay -- Peer Pressure Essays

When the majority of us imagine what our college years should consist of, we see fun, friends, and frequent parties. It’s only natural considering all the hype that music, movies, and popular television shows portray. Singer Asher Roth describes what one should typically experience throughout his infamous single â€Å"I Love College.† Apparently, we should just dance, get each other naked, drink, and smoke then â€Å"pass out at 3, wake up at 10, go out to eat then do it again.† ABC Family’s hit series, Greek, produced an episode where all the fraternities and sororities were forced to comply with an alcohol ban during the campus’ â€Å"Dry Weekend.† All these students could do was whine and complain about how boring their lives would be for the next 48 hours. It is important to keep in mind that your friends probably can’t see past the stereotype of what they’re conditioned to believe college is all about. They’re under the fabricated impression that there’s a status quo to maintain and the only way to uphold this expectation is through Flip Cup and Power Hour. When you don’t want to submerge y...

Loss of the Creature Outside Analysis

People in society today have influences throughout their life that help structure and dictate their thoughts. Choices are made based on these influences, and when these influences begin to take shape as different labels, no real choices are made. People begin to compromise their right to think on their own and instead turn to the most convenient choice. This is how a great deal of society has acts today, choosing the easiest path just so that person can get a given task out of the way and continue on with their life. These influences are frequently seen in politics today. People become so wrapped up in political parties that they become more interested in who is running in which party, instead of which candidate, at any level of government, has the stances that the voter agrees with the most. According to â€Å"The Loss of the Creature† and â€Å"Ways of Seeing†, multiple aspects of having the labels the political parties have inhibit voters from making sovereign decisions. When a candidate is running for an office, they should not have a political party label attached to them because that label can inhibit voters from choosing a candidate who they think will best serve the position to better the region they are running for. Walker Percy constantly reiterates the importance to avoid the beaten track and to not allow experts to control the experiences and dictate the ideas someone may have. Having the labels that political parties have allow different political experts to dictate the way people vote and because of the labels people are losing their ability to make sovereign decisions. These labels are symbolic complexes because they act as pre-made assumptions that get in the way of the voters ability to make a vote based on personal standards alone. â€Å"The highest satisfaction of the sightseer (not merely the tourist but any layman seer of sights) is that his sight should be certified as genuine† (Percy 487). The American voter takes the position of the sightseer, and the voter is losing the ability to have that high satisfaction because the vote is not a genuine vote. This is what Percy refers to as a loss of sovereignty, and the sovereignty is frequently lost due to the impact of the experts. â€Å"He too could use an instructor and a book and a technique, but he would use them as subordinates, just as he would the jackknife† (Percy 489). Percy conveys to the reader that the experts must not be used to form and manipulate any experiences or ideas, but instead used as tools to help guide a person as that person has a genuine experience or forms an idea of their own. Voters who do not take the time to research candidate’s specific views tend to assume that because they belong to a particular party the candidate’s views will align with the voter’s view. If voters aren’t paying attention to specifically who they are voting for and instead voting out of convenience, they aren’t making their vote count and the candidate that the majority of the people share the most views with might not be elected. Similarly to Walker Percy, John Berger stresses the importance of making your own decisions not based on what others endorse; to do so will bring the power back to the people. This comes with the implications that the people are not in complete control, and John Berger uses mystification to show that the art critics are in control of the art world because they are making art less accessible (Berger 103). According to the Campaign Finance Institute, out of a random sample of 100 candidates that were elected to the House of Representatives, 20% of their total campaign finances came from the states party funding. That shows a great representation of how much influence the party label has on politics today. In general, the more funding a campaign had, the more likely that candidate was to win the election (Malbin). The funding of political parties takes away the power from the people because the more a voter who does not research the stances hears about a candidate from different campaign strategies, the more likely the voter will like what he/she hears, base their opinions off of those endorsements, and in turn vote for the candidate. â€Å"A people or a class which is cut off from its own past is far less free to choose and to act as a people or a class than one that been able to situate itself in history† (Berger 118). The voters who do not take the time to research the stances of the candidates are the type of people the Berger is referring to. When the people listen to the critics and choose to not place themselves in the history of politics where they can institute their own decisions of who to vote for, they are not â€Å"acting as a people† as Berger refers to. This is because they are not always basing the decision off of which candidate would represent the individual best, who would in turn represent the people the best. People are being cut off from acting as a people, and this is in part because of the negative influence political party labels have on the overall scheme of politics. As I finish up high school and close into the age to vote, I have become increasingly interested in politics because soon it will be my civil duty to vote. Growing up a fairly independent student, I grew up assessing situations and creating my own opinions like Percy advises people of all ages should do. My parents never forced their political views on me, and because of that I am able to side with candidates based on my own stances. The more I became interested in politics, the more I began to realize that not all candidates at any level shared the same stances as other members of their equivalent political parties. This is where the idea of calling myself Republican of Democratic became incredibly distasteful and unappealing because every year when elections come, stances of certain representatives change and I have found myself siding with both sides of the party. Berger would find these labels unappealing as well because labels can be reproduced through media and what the candidate stands for can be altered because of the party they represent. These political party labels are similar to the camera because they are destroying the uniqueness of the candidates like the camera does to paintings (Berger 106). Only so much personal research could be done, so I decided to turn to others to learn more about politics and about their views and stances and different issues. The more I spoke with adults, the more I began to realize how prominent the influence political parties have in our society. Three different parents of close friends told me they voted either completely democratic or completely republican for the election in 2009 because they were working too often to take the time to research the stances of every single candidate. This is exactly what Percy would not want in this day and age. People are losing their sovereignty as voters because they are following the beaten tracks and following the tour guides without having unique experiences or opinions in this situation. The American voters have the right to have a title that describes the general trend of their political stances. However, those titles should explain how they morally stand in most circumstances, in most cases conservative or liberal, instead of automatically identifying themselves with a particular party. The importance of eliminating the labels that political parties possess will substantially improve the political system in America because it will cause voters to take the time to truly know who they are voting for, and not base their decision off of a mere title. Walker Percy explains that we as a society can not allow symbolic complexes such as these titles stand in the way of having a sovereign experience. In this situation, the sovereign experience would be for a citizen to cast a unique vote based solely on personal stances and how much that person agrees with the candidate in question. John Berger would wish to eliminate the labels as well because eliminating the labels would be one step closer to the people truly being in power. Political party labels need to be removed from the political system in America so that the citizens can truly make what they believe to be the correct choice when voting.

Outline Of A Trip Project - 2503 Words

Andrew Jenkins Take A Trip Project Fall 2014 Part A: Introductory page- For the Take A Trip Project, I plan to explore the continent Europe. The three countries I chose to tour are France, Italy, and Greece. My plan is to first arrive in France because that is geographically the first country out of the three. Following France I plan to depart to Italy and end my journey in Greece. I chose these countries for many reasons but, the three significant reasons are for their intriguing culture, rich history, and fascinating art. My initial country to visit is Frace. During my research, I came upon many interesting sights and scenes. First things first I will want to see the magnificent Eiffel Tower. While in France, I will stop at the Musee Du Louvre which contains the original painting of Mona Lisa. I will be sure to try one of the French delicacies Foie Gras which is a ducks liver covered with many spices. 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