MUJI Brand Presentation

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  • Hi Bryan,

    To answer your question, perhaps for their catalogue, they can explore a different medium. It can be about how they make it more digital, adding pieces likes Augmented Reality, RFID, NFC, or whatever is possible to give an interactive experience.

    For the part about making some noise, this case study was taken for Singapore market, and in here, IKEA has a huge fan base. They come to the stores not just for the furniture, but also the food. Perhaps MUJI can create a cafe like what they have in Japan since in SIngapore, the culture about food is very delicate.

    Cheers
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  • So you're saying they are successful as is without a brand strategy or advertising - but on slide 50 you recommend they make some noise? They already have something working for them, why would they go against their own philosophy of keeping it simple and gaining awareness by word of mouth?

    Regarding their catalogue, I've seen it multiple times and it bleeds Muji branding. Minimal, clean, easy to navigate vs. Ikea's catalogue which is much more colourful but cluttered.

    I would not say Muji is necessarily a competitor to Ikea either. Muji's products include furniture but the majority of their products includes clothing, stationary, food, drinks, bedding and less of a focus on furniture.

    Let me know your thoughts.
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MUJI Brand Presentation

  1. 1. WHILE EVERYONE IS TALKING ABOUT A BRAND, with their identity, logo,packaging and other stuffs, how can abrand survive without a brand itself?
  2. 2. BACK to our origins, into the future.
  3. 3. Let’s touch a bit of the history OF MUJI. They began as a product brand of the supermarket chain The Seiyu, Ltd. in December 1980.• They have a slogan call ‘Lower priced for a reason’• First store opened in 1983.• 1985 started overseas production.• 1986 started to place direct factory orders• 1987 Muji started to develop material globally.• 1989 Ryohin Keikaku Ltd became the manufacturer and retailer for all Mujirushi Ryōhin products and operations.• 1991 1st international store open in London, UK• 1999 started using the brand ‘Muji’
  4. 4. What soSpecialAbout
  5. 5. What so • Muji is a call to return to simplicity in daily life.SpecialAbout
  6. 6. What so • Muji is a call to return to simplicity in daily life. • Their primary goal is to ensure customers doSpecial not pay for what they cannot use, hopes to beAbout a compass always pointing towards the necessities in life.
  7. 7. What so • Muji is a call to return to simplicity in daily life. • Their primary goal is to ensure customers doSpecial not pay for what they cannot use, hopes to beAbout a compass always pointing towards the necessities in life. • Muji  products have limited colour range, displaying on shelves with minimal packaging.
  8. 8. What so • Muji is a call to return to simplicity in daily life. • Their primary goal is to ensure customers doSpecial not pay for what they cannot use, hopes to beAbout a compass always pointing towards the necessities in life. • Muji  products have limited colour range, displaying on shelves with minimal packaging. • Emphasis on recycling, avoiding waste in production, packaging.
  9. 9. What so • Muji is a call to return to simplicity in daily life. • Their primary goal is to ensure customers doSpecial not pay for what they cannot use, hopes to beAbout a compass always pointing towards the necessities in life. • Muji  products have limited colour range, displaying on shelves with minimal packaging. • Emphasis on recycling, avoiding waste in production, packaging. • Products are so simple and affordable that they do not carry a brand name.
  10. 10. What so • Muji is a call to return to simplicity in daily life. • Their primary goal is to ensure customers doSpecial not pay for what they cannot use, hopes to beAbout a compass always pointing towards the necessities in life. • Muji  products have limited colour range, displaying on shelves with minimal packaging. • Emphasis on recycling, avoiding waste in production, packaging. • Products are so simple and affordable that they do not carry a brand name. • Muji means ‘No Brand’.
  11. 11. What so • Muji is a call to return to simplicity in daily life. • Their primary goal is to ensure customers doSpecial not pay for what they cannot use, hopes to beAbout a compass always pointing towards the necessities in life. • Muji  products have limited colour range, displaying on shelves with minimal packaging. • Emphasis on recycling, avoiding waste in production, packaging. • Products are so simple and affordable that they do not carry a brand name. • Muji means ‘No Brand’. • They have a ‘No Logo, No Brand’ policy.
  12. 12. WHAT THE BRANDLESS BRAND HAS ACHIEVED.• 2005 Muji was awarded five gold product design awards by the International Forum Design in Germany.• Muji no brand strategy, they spend very little on advertising or classical marketing, their success is by word of mouth and a simple shopping experience.• Although is a brandless brand but most of their popular design are well known established product designer.• They tend to attract customers that prefer the unbranded products.
  13. 13. MUJI’s philosophy Streamlining Process Eliminate unnecessary manufacturing processesGood Price with Reason -Every product is carefully processed at Muji. If  processes have no bearing on quality, they are discarded. some items that do not meet certain standards of size are turned into products for sale.
  14. 14. MUJI’s philosophySimplification of PackingMinimizing of packaging-Focusing on true quality. Mujis  manufacturing processes Streamliningeliminate waste and reduce costs. Process Eliminate unnecessary manufacturing processes Good Price with Reason -Every product is carefully processed at Muji. If  processes have no bearing on quality, they are discarded. some items that do not meet certain standards of size are turned into products for sale.
  15. 15. MUJI’s philosophy Simplification of Packing Minimizing of packaging -Focusing on true quality. Mujis  manufacturing processes Streamlining eliminate waste and reduce costs. Process Eliminate unnecessary manufacturing processes Good Price with Reason -Every product is carefully processed at Muji. If  processes have no bearing on quality, they are discarded. someSelection of Materials items that do not meet certain standards of size are turned intoFully utilize the materials and use materials which are products for sale.discarded by others without good reason-Muji uses selected materials. Muji uses the most suitable rawmaterials. Muji also uses recycled materials that are acquired in bulkat low cost. Muji ensures that their products are low priced and areof high quality.
  16. 16. PRODUCT RANGE
  17. 17. Strategic MarketingNO BRANDstrategy
  18. 18. Strategic Marketing • Muji’ s popularity is from word of mouth to mouth, consumers’ experience with simple shopping and the increasing popularity of anti-brand movement.NO BRANDstrategy
  19. 19. Strategic Marketing • Muji’ s popularity is from word of mouth to mouth, consumers’ experience with simple shopping and the increasing popularity of anti-brand movement.NO BRAND Muji is adopting ‘Product Extension, Marketingstrategy Adaptation’ global marketing strategy. • In Japan’ s market, Muji is using Cost Leadership for able to offer quality goods at relatively low prices, with production efficiency, streamlined process and minimum advertising. • In United States and Singapore, Muji is selling uniquely designed products which are valued and superior with premium prices.
  20. 20. BRAND PERSONALITY Module Good price with reason Value Simple No brand Future global consumption LifestyleNatural Universal MUJI Environmental conscious Creative humanJapanese aesthetics of life World communication Functionalism No design World User friendly
  21. 21. BRANDING STRATEGY How to make Style. Value. people notice strength in product design.ensuring quality products with costs low. Muji as a brand? Simplicity. Uniformity. has a consistent brand identity. the products are easy to use.
  22. 22. BRANDING STRATEGY How to make Style. Value. people notice strength in product design.ensuring quality products with costs low. Muji as a brand? Simplicity. Uniformity. has a consistent brand identity. the products are easy to use.
  23. 23. BRANDING STRATEGY How to make Style. Value. people notice strength in product design.ensuring quality products with costs low. Muji as a brand? Simplicity. Uniformity. has a consistent brand identity. the products are easy to use.
  24. 24. BRANDING STRATEGY How to make Style. Value. people notice strength in product design.ensuring quality products with costs low. Muji as a brand? Simplicity. Uniformity. has a consistent brand identity. the products are easy to use.
  25. 25. BRANDING STRATEGY How to make Style. Value. people notice strength in product design.ensuring quality products with costs low. Muji as a brand? Simplicity. Uniformity. has a consistent brand identity. the products are easy to use.
  26. 26. BRANDING STRATEGY• Worldwide branding: How to make Style. Value. people notice◦Unique Brand Identity: asMuji as a brand? ‘No-Brand” brand strength in product design. ensuring quality products with costs low. Simplicity. Uniformity. has a consistent brand identity. the products are easy to use.
  27. 27. BRANDING STRATEGY• Worldwide branding: How to make Style. Value. people notice◦Unique Brand Identity: asMuji as a brand? ‘No-Brand” brand strength in product design. ensuring quality products with costs low.◦Extension of Brand Philosophy: evolution of product concepts. Simplicity. Uniformity. has a consistent brand identity. the products are easy to use.
  28. 28. BRANDING STRATEGY• Worldwide branding: How to make Style. Value. people notice◦Unique Brand Identity: asMuji as a brand? ‘No-Brand” brand strength in product design. ensuring quality products with costs low.◦Extension of Brand Philosophy: evolution of product concepts.◦Extension of Product Life cycle: continuous improvement on Uniformity. Simplicity. according to lives. products and products change the products are easy to use. has a consistent brand identity.
  29. 29. Marketing Segments Niche Marketing• Demographic: ◦ Age: 20 - 40 years old ◦ Income: S$ 2000 and above ◦ Profession: Collage and University Students, Young Working Adults, Businessman and Businesswoman, Housewife.• Psychographic: ◦ Customers who hate supporting corporate logos. ◦ People who support Muji’s environmental friendly stance. ◦ Consumers who are thrifty and looking for frill-less products.
  30. 30. Competitors.
  31. 31. Competitors.
  32. 32. HOW IS IT POSSIBLE TO A BRANDLESS BRAND, SURVIVED AS A BRAND? David Aaker, Vice Chairman of Prophet• Muji, one of the strongest retail brands in the world, has created its own subcategory. Few brands deliver more emotional and self- expressive benefits than does the Muji brand. Yet, the Muji brand vision is not to be a brand!! It is the no-brand brand.
  33. 33. HOW IS IT POSSIBLE TO A BRANDLESS BRAND, SURVIVED AS A BRAND? David Aaker, Vice Chairman of Prophet• Muji, one of the strongest retail brands in the world, has created its own subcategory. Few brands deliver more emotional and self- expressive benefits than does the Muji brand. Yet, the Muji brand vision is not to be a brand!! It is the no-brand brand.• Muji is about simplicity, moderation, humility, and self-restraint. The Muji philosophy is to deliver functional products that strive not to be the best but “enough.” Enough does not mean compromise and resignation but a feeling of satisfaction knowing that the product will deliver what is needed but no more.
  34. 34. HOW IS IT POSSIBLE TO A BRANDLESS BRAND, SURVIVED AS A BRAND? David Aaker, Vice Chairman of Prophet• Muji, one of the strongest retail brands in the world, has created its own subcategory. Few brands deliver more emotional and self- expressive benefits than does the Muji brand. Yet, the Muji brand vision is not to be a brand!! It is the no-brand brand.• Muji is about simplicity, moderation, humility, and self-restraint. The Muji philosophy is to deliver functional products that strive not to be the best but “enough.” Enough does not mean compromise and resignation but a feeling of satisfaction knowing that the product will deliver what is needed but no more.• A visit to a Muji store is an eye-opener. One of the first things you notice is that the clothes are all bland, mostly white or beige and never bright. Beige works. And there is no logo on the front of the shirt, in fact there is no label at all not even on the inside of the garment. Why would you want a label? The furniture, cook ware, and office equipment is plain but functional. The designs are simple but not for some minimalist statement, they just provide what is needed to deliver function.
  35. 35. HOW IS IT POSSIBLE TO A BRANDLESS BRAND, SURVIVED AS A BRAND? David Aaker, Vice Chairman of Prophet• Muji, one of the strongest retail brands in the world, has created its own subcategory. Few brands deliver more emotional and self- expressive benefits than does the Muji brand. Yet, the Muji brand vision is not to be a brand!! It is the no-brand brand.• Muji is about simplicity, moderation, humility, and self-restraint. The Muji philosophy is to deliver functional products that strive not to be the best but “enough.” Enough does not mean compromise and resignation but a feeling of satisfaction knowing that the product will deliver what is needed but no more.• A visit to a Muji store is an eye-opener. One of the first things you notice is that the clothes are all bland, mostly white or beige and never bright. Beige works. And there is no logo on the front of the shirt, in fact there is no label at all not even on the inside of the garment. Why would you want a label? The furniture, cook ware, and office equipment is plain but functional. The designs are simple but not for some minimalist statement, they just provide what is needed to deliver function.• The store setting supports the products and the philosophy. The music in the background is soothing. The ambiance is relaxing and delivers emotional benefits that are very Japanese but also travel well. In essence, Muji is a lifestyle brand without the usual associated energy. Very different from the loud visuals and sounds that come with Abercrombie and Fitch for example.
  36. 36. SO..
  37. 37. CAN A BRAND SURVIVE WITHOUT A BRAND?
  38. 38. YES IT CAN
  39. 39. THE FIRST RULE OF A BRAND IS
  40. 40. BEING DIFFERENT.
  41. 41. WHAT WE THINK MUJI SHOULD DO.• Make some noise
  42. 42. WHAT WE THINK MUJI SHOULD DO.• Make some noise • Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make them more famous and known.
  43. 43. WHAT WE THINK MUJI SHOULD DO.• Make some noise • Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make them more famous and known.• Improve their Catalogue
  44. 44. WHAT WE THINK MUJI SHOULD DO.• Make some noise • Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make them more famous and known.• Improve their Catalogue • It will be good if Muji can expand their catalogue to the level of IKEA’s.
  45. 45. WHAT WE THINK MUJI SHOULD DO.• Make some noise • Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make them more famous and known.• Improve their Catalogue • It will be good if Muji can expand their catalogue to the level of IKEA’s.• Expands the stores
  46. 46. WHAT WE THINK MUJI SHOULD DO.• Make some noise • Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make them more famous and known.• Improve their Catalogue • It will be good if Muji can expand their catalogue to the level of IKEA’s.• Expands the stores • IKEA have two giant stores. It will be great if Muji have it too.
  47. 47. RESources Aaker, David. Muji-The No Brand Brand. Last revised 13 Jul. 2011. Accessed 17 Aug 2011 <http:// www.prophet.com/blog/aakeronbrands/43-mujithe-no-brand-brand>.Anonymous. Market and Brand Strategies for different Asian Markets. Last revised 15 Jul. 2008. Accessed 16 Aug. 2011 <http://www.slideshare.net/whatidiscover/market-entry-and-brand-strategies-for-different- asian-markets-presentation>.Anonymous. About Muji. (nd). Accessed 15 Aug. 2011 <http://www.muji.us/about-muji/>.Anonymous. Muji’s Philisophy of ‘No Brand Quality Goods’. (nd). Accessed 15 Aug. 2011 <http:// www.muji.us/about-muji/>.Anonymous. Muji, No Brand Becomes Great Brand. Last revised 12 Aug. 2008. Accessed 17 Aug. 2011 <http://www.labbrand.com/brand-source/muji-no-brand-becomes-great-brand>.Anonymous. About Muji. (nd). Accessed 15 Aug. 2011 <http://www.muji.com.sg/about-muji>.‘Muji’. Wikipedia, the Free Encylcopedia. Last revised 5 Aug. 2011. Accessed 15 Aug. 2011 <http:// en.wikipedia.org/wiki/Muji>.Rusch, Robin D. Muji commonly unique. Last revised 30 Apr. 2001. Accessed 17 Aug 2011 <http:// www.brandchannel.com/features_profile.asp?pr_id=14>.Wei, Ying. Muji: On Strategic Marketing. Last revised 23 Jul. 2009. Accessed 16 Aug. 2011 <http:// yingweitan.wordpress.com/2009/07/23/muji-on-strategic-marketing/>.
  48. 48. THANK YOU.

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