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the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
the case of @cosme
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the case of @cosme

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Study of Opinion Leadership and Culture among youth in Japan through the case of @cosme (cosmetics website)

Study of Opinion Leadership and Culture among youth in Japan through the case of @cosme (cosmetics website)

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  • 484
  • 452
  • Direct, non-marketing information sources are assumed to provide ‘unbiased’ information tailored to the decision maker’s needs. Direct, marketing sources such as a salesperson may be perceived as providing information that will benefit the sales person more than the consumer p.454
  • Short PLC Importance of product recognition by others Word of mouth Consumption = Status They have already has fulfilled needs -> new needs must be created by marketers (consumers are no longer seeking to fulfill needs. Need recognition must be created by compa)
  • "Hip-Hop Japan: Rap and the Paths of Cultural Globalization," by Ian Condry
  • Transcript

    • 1. Opinion Leadership and Culture among youth in Japan The case of @cosme
    • 2. The concepts of Opinion Leaderships and Culture
    • 3.
      • the process by which one person ( the opinion leader ) informally influences the actions or attitudes of others.
      • The key characteristic of the influence is that it is interpersonal and informal and takes place between people who are not representing a commercial selling source.
      Opinion leadership
    • 4. Culture
      • The sum total of learned beliefs, values, and customs that serve to regulate the consumer behaviour of members of a particular society.
      • Culture is learned over time , and normally transferred through various social levels of interaction (Family, school and peers) which tend to form sub cultures .
    • 5. Opinion Leaders and Culture…
      • The relationship (often opinion leaders) reinforce the unique cultural values and/or attitudes of a selected group
      • Whereas such values or traits might be subjective, they often reflect a common trend .
      • In Japan, youth have increased in number and purchasing power => forming the basis for a unique cultural definition, with a unique consumption culture
    • 6. An external influence Internal Source External Source + = Consumer Decision Experience, Knowledge, Memory Opinion leaders, Reference groups, Family, Social class, Culture
    • 7. Presentation of @cosme
    • 8. Introduction to @Cosme
      • Website : Advice and shopping
      • Main users : Youth between 16-25
      • Business model is mix between Community and infomediary (information intermediary)
      • => Based on loyalty : High investments in time and emotion
      • => exchange of voluntary and independent data which can be analysed to support advertising campaigns
      • Social networking => product and service reviews which help users make consumption decisions
    • 9. What is “@cosme”? WOM based SNS website (especially about cosmetics ) Only in Japanese 200 million PV/month Advertise Selling Research Organize cosmetics community on website 1,350,000 members
    • 10. What is “@cosme”?
    • 11. Who are their target? Mostly young women who are interested in cosmetics
    • 12. “ @cosme’s 3 key features” ① WOM based ranking
    • 13. “ @cosme’s 3 key features” ②WOM based search engine Product picture Comments Rank by ★★★ Link to the online store of @cosme (come.com)
    • 14. “ @cosme’s 3 key features” ③ Free question asking wall As there are 2,800,000/month unique users ask answer Get some points that can use for receiving samples of products
    • 15. Also @cosme sells products web real Convenience stores
    • 16. @ cosme thanks festa Experience professional make up Get some samples Specialists’
    • 17. Marketing Mix Product Place Promotion What makes @cosme attractive? Price
    • 18. Product (service in our case)
      • product and service reviews around cosmetics mostly but other products could be included
    • 19. Price
      • Freemium pricing model
      • => Because access and contribution to @cosme is free, i.e. no subscription, many youth are more inclined to use it
      • Their strategy is weakened by the limited number of physical stores
      • => Perhaps this keeps their operational costs down and further permits freemium pricing for web usage
    • 20. Promotion
      • Different ways of communication via Internet
    • 21. Promotion => Strengths
      • Use mainly Internet : community website
      • Ex :
      • Events
      • Ex : once a year giving samples
      • On the products in cosmetics shops you can find sometimes the ranking
      • Trust because no partnerships
      • => Objectivity
    • 22. Promotion => Weaknesses
      • No referenced on Google as an ads
      • Private circle for the events
      • No use of magazines => important media in Japan
    • 23. Place
      • On Internet
      • => The main product is the website for advices
      • => Huge mobility
      • Some stores well located in Tokyo
      • Ex : Shibuya, Shinjuku, Ikebukuro
      • => But not well indicated, and limited number of physical stores
    • 24. What are the specificities of Japanese Youth Market?
    • 25. Dominant Japanese Youth consumer traits Loyalty to brands => Group Conformity Status => Desire to be recognized Trendy => Technology =>Sophisticated Powerful word of mouth => Collectivist attitude Conspicuous consumption => No responsibility + disposal income
    • 26. Things you need to know about Japanese youth consumers…
      • 1. Short PLC
    • 27. Things you need to know about Japanese youth consumers…
      • 2. Importance of product/brand recognition by others
    • 28. Things you need to know about Japanese youth consumers…
      • 3. Word of mouth
    • 29. Things you need to know about Japanese youth consumers…
      • 4. Consumption = Status
    • 30. Things you need to know about Japanese youth consumers…
      • 5. Fulfilled needs
      • -> new needs must be created by marketers
      • (Consumers are no longer seeking to fulfill needs. New need recognition must be created by the supplier)
    • 31. What does @cosme say about the Japanese Youth consumers?
    • 32. @cosme as opinion leaders
      • In the model of consumer decision making, @cosme is considered an avenue for opinion leaders . It is an external influence on consumer behaviour
      • The fact that it resonates a lot with Japanese youth means it is a symbol of consumer behaviour within this age group
      • Its model and choice of the marketing mix reveals some of these traits and cultural aspects towards consumer behaviour
    • 33. … @cosme and Japanese youth…
      • @cosme suggests Japanese youth as search buyers and risk averse : reduce any perceived risk in the consumption decision process. This is also suggestive of their insistence on quality …
      • The popularity of and reliance on @cosme also suggests a collectivist consumption attitude among Japanese youth : the need for group conformity
      • The majority of the reviews are around Japanese cosmetics and brands could be indicative of this age group’s trust in the quality of Japanese products and inclination towards ethnocentricism
    • 34. Where next for Japanese Youth…
      • Despite these suggestions of consumer behaviour of Japanese Youth through their use of @cosme, the tide might be changing
      • Researchers contend that there is increasing “ Americanisation ” of this consumer group in Japan
    • 35. The example of Hip-hop Culture
      • This can be seen in the development of the Hip-Hop culture (among others) in Japan, which has its roots here since 1984
      • Hip-Hop culture (which is essentially American) exhibits itself in some Japanese youth’s choice of dressing, choice of music consumption and many times use of language.
      • This suggests that perhaps Japanese youth are becoming more global consumers than ever before
    • 36. Conclusion
      • But more interestingly, it might suggest a trend towards more “Western” consumption behaviour
      • Such behaviours are characterised by individualism as opposed to collectivism, greater independence and less group conformity when making consumption decisions, a slightly more risk tolerant attitude towards consumption thereby caring less what they rest of the “group” thinks about them.

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