Introduction

This case study on Shiseido Tsubaki shampoo/conditioner forms part of  case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how Shiseido achieved success with the brand after struggling for many years to march forward in the Japanese hair care market.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify specific areas for operational improvements

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Table of Contents :
VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
The haircare product market in Japan is highly competitive 2
The oligopolistic Japanese shampoo/conditioner market has been stagnant in recent years 2
Brand has an implicit role in consumers' purchasing decisions with regards to shampoo/haircare products 3
Tsubaki successfully broke into the cut-throat Japanese shampoo market 5
Tsubaki launched into the market on the back of a heavy marketing campaign 5
The brand's huge success contributed to Shiseido's increased market share and induced follow-ups from rivals 7
Affirmative consumer reaction substantiates the brand's position in the market as a new leader in the shampoo market 8
Products under the brand have been launched in neighboring Asian countries after the success in Japan 9
A strong and effective marketing strategy is the biggest driver of Tsubaki's triumph 9
Multiple celebrity endorsers is a key element in the marketing and PR campaign 9
Tsubaki's focus on confident 'beautiful Japanese women' reflects changing social trend and connects the brand with its target consumers 10
Compare and contrast: Kao Asience preempted the concept of Asian beauty in the haircare market 12
Compare and contrast: Dove's 'real beauty' campaign challenged Japanese consumers' conventional definition of beauty 13
Conclusion and implications 14
APPENDIX 15
Case study series 15
Methodology 15
Secondary sources 15
Further reading 16
Ask the analyst 16
Datamonitor consulting 16
Disclaimer 16

List of Figures
Figure 1: The shampoo and conditioner market in Japan appears to have been static and highly concentrated over the years 3
Figure 2: Product value, effectiveness and sensory benefits are important to Japanese consumers' choice of haircare products 4
Figure 3: Among personal care products, shampoo/conditioner has the highest percentage of Japanese respondents stating they are both quality- and brand-conscious 5
Figure 4: The advertisement campaign of Tsubaki's launch featured six popular actresses/models to present the theme 'Japanese women are beautiful' 6
Figure 5: TSUBAKI now consists of two product series with shampoo, conditioner and hair treatment products 7
Figure 6: Shiseido's total market share went up significantly after the launch of Tsubaki 8
Figure 7: Tsubaki is expanding into nearby Asian countries and is positioned as a premium foreign brand 9
Figure 8: A key feature of Tsubaki's advertisement campaigns is the use of multiple celebrities to represent 'beautiful Japanese women' 10
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 11
Figure 10: Kao's Asience series focus on a wider 'Asian spirit' and has been endorsed by celebrities from China and Korea 12
Figure 11: Dove's Japanese version of the 'real beauty' campaign features ordinary consumers 13

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