Question

Topic: Advertising/PR

Doing Cost Effective Marketing In Japan

Posted by Anonymous on 6/19/2005 at 1:10 PM ET 125 Points
We are struggling with identifying and executing a consumer awareness strategy in Japan. Our client is a houseware and cookware product manufacturer and marketer and seeks to establish a superior image for its products. It is a well recognized brand in the US but has no heritage in Asia. We are seeking some clever ideas and also an agecny to work with us to execute them. Experience with PR and soem consumer goods could be of lots of use.
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RESPONSES

  • Posted by Peter (henna gaijin) on 6/19/2005 at 10:39 PM Accepted
    What channel are you planning to use? Selling through distributors? Selling direct to end users?

    I ask because in Japan, one of the main issues is getting in to the retail channels. The business methods are very different than most of the rest of the world, so getting your foot in the door can be a challenging process.

    Some companies have gone direct to consumers, but that tends to be the exception rather than the rule.
  • Posted by michael on 6/20/2005 at 10:23 AM Accepted
    You definitely need an introduction in Japan to make headway! I learned this working 5 years for a Japanese company!

    You can contact elan.geva@strategyandbeyond.com They have experience in Asia (and elsewhere).

    If you need more contacts in Japan I can get them for you, but please contact me offline.

    Michael
  • Posted by michael on 6/20/2005 at 12:24 PM Member
    Bad typing skills!
    Ilan.Geva@strategyandbeyond.com

    Michael
  • Posted by Peter (henna gaijin) on 6/20/2005 at 5:43 PM Member
    You can make a splash in launching the products there, but it likely would cost a bit of money. Housewares is not a market I know well, but I suspect there will be an annual trade show in Tokyo for it. Likely it would be good to attend that event and base the launch around it.

    I think that making a splashy launch will be less important than building the channels. I think Michael is understating it slightly - you need an introduction and then need to work to build a relationship. Expect to make frequent trips to Japan and spend time with your distributor and with the retail outlets.

    One other thing to keep in mind is the different consumer tastes in Japan. You may be able to play on the Japanese desire for luxury brand goods, but this may not work with houseware products as Japanese people rarely have people over to their homes (so no one else would see these luxury goods). Also, the Japanese kitchen is very different than western ones (I have had closets larger than kitchens I have seen in Japan). So Japanese people have a lot less kitchen equipment, and what they have is often smaller, than what you would find in the West.
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