Marketing strategy of a cosmetic brand: Shiseido

1. P R E S E N T S

2. MKT201 Presentation
Salman Bin Firoz

4. Introduction
Shiseido
Moto
Target Market Launching Product in USA
Product Categories

5. Products

6. Culture factors:
***What is culture??
***Relationship between culture
and cosmetics
*** cosmetics buying behavior
Factors that Effect Cosmetics Buying Behavior
Social factors:
*** Relationship between consumer
buying behavior and social factors
***cosmetics and status

7. Personal Factors:
*** cosmetics and age
*** cosmetics and occupation
*** buying decision with
economical status
Psychological factors:
***motivation, perception and learning
*** cosmetics experience
How are these factors changing?

8. Types of Buying Decision Behavior are
involved in Purchasing Cosmetics
Complex Buying Behavior:
 Price is high
 Significance differences between brands
 Customer wants more information
Dissonance-Reducing Buying behavior:
 Price high
 Customers feel uncomfortable
 Less significance differences

9.  There are a few participants who play the vital roles in the consumer
buying decision.
 In the cosmetic industry, these participants are more vivid and effective.
 The roles tend to be the role of user, influencer, decider and buyer.
Sometimes one participant can play many roles.
 INFLUENCER is likely to be the most crucial role in cosmetic buying.
 Internet, Advertisements and advice and experience of friends and family
are important.
 Shiseido mainly focuses on female products and therefore their behavior
is the goal decider.

10. Variety Seeking Buying Behavior:
 Price is low
 Perceive brand switching
Habitual Buying Behavior:
 Price is low
 Buy in regular basis
 Accept alcohol, drugs etc.

11. Buying Decision Process for
Cosmetics.
Need Recognition
 To feel beautiful
 Need for cosmetics
Information Search :
 Suggestions from friends & family
 Browse internet
 Consumer organization
 Own experience

12. Evaluation of Alternatives :
 Lack of free samples
 Beauty consultants
Purchase Decision :
 Depends on others suggestion
 Price is higher than consumer’s budget
Post Purchase Decision :
 Depends on consumers expectation
 Start business by giving consumers low expectations

13. Suggestion
 Should emphasize on online promotion
 Should arrange or sponsor some related events
 Should pass up cultural blockades
 Make consumers get reminded their products
 Should train people who are in charge of the retail outlets.
 Should find right place to make sales of beauty products
 Should give away sample.
 Should focus on channel or distribution differentiation
 Goodies Sold in threes
 Skin care promises
 Should take competitive advantages