Help the peoples favorite Japanese brand MINISO live up to its standard as it enters the highly price competitive market of Dhaka, Bangladesh.

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1ROUND1ONLINE SCREENING
CASE SUBMISSION
(pptx, pdf)

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Revival of Miniso Bangladesh
Company Overview
Miniso is a Japanese brand and variety store chain that specializes in household and consumer goods.
Co-founded in 2013 by Japanese designer Jun’ya Miyake and Chinese entrepreneur Ye Guofu,
the company is the promoter of global “intelligent consumer products”. Sticking to the life philosophy of
“simplicity, nature and good quality” and the brand proposition of “returning to nature”,
Miniso gains popularity among consumers with its core brand edges of updating products every seven days,
pricing at a low level, and targeting at intelligent consumer product chains.
Miniso actively explores the international market and has opened over 2600 stores till now.
At present, the brand has reached strategic cooperation agreements with more than 80 countries
in regions including Asia, Europe, Australia, Africa and America.

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Miniso Bangladesh
Actively expanding in the Asian continent, Miniso decided to open its first outlet in Bangladesh in January, 2018.
It aimed to enter the market positioning itself as a provider of quality Japanese consumer goods
(including cosmetics, stationery, toys, electronics and kitchenware) at an affordable price. Offering a large
array of products across, the target group of Miniso. Bangladesh was also diverse. It included students,
professionals and homemakers. Their goal was to ensure authenticity and affordability of their products.
Within the first year of its operation in Bangladesh, the brand opened 11 stores in the capital city-Dhaka.
However, the recognition it received from the target customers achieved its goal only partially.
While the brand successfully expressed itself as a provider of quality Japanese products,
a large quotient of the target market did not perceive it as an ‘affordable’ brand.
The footfall at the stores met expectations, however the sales did not.

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EBrand Imitation
Soon after Miniso Bangladesh made an impression as a quality brand,
it became target to a common competitor tactic - Brand Imitation.
Imitating the look and feel of an existing successful brand is a common occurrence in today’s crowded marketplace.
And Miniso faced this challenge at a very early stage of its operation in Bangladesh. Brands like Mini Good and
Mini Love soon opened their outlets in Dhaka. The logo of these imitating brands are very similar to that of Miniso,
while the color palette is exactly the same.
As a result of the much similar brand elements, customers often confuse Mini Good and Mini Love with Miniso.
They often walk into an imitator brand’s outlet, making purchases believing they walked into Miniso.
To make things worse, all three of them sell consumer goods of the same categories and the price range of these
competing brands is also quite alike. Hence a large portion of the target customers have the perception that brands
like Mini Love and Mini Good provide the same products as Miniso and at a similar price.

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The Dilemma
Targeted by brand imitation and brand dilution, Miniso is currently finding it difficult to grow in the Bangladesh market.
The brand has a promising value proposition but owing to the directly competition and somewhat price war,
its value is failing to get the projected response. Huge funds have already been invested in the market,
making a step back rather unviable. On the other hand, cutting down on the prices is also
against the global standards Miniso has set for itself.
Now differentiating Miniso from the imitating brands is the main challenge
the brand needs to face in order to stay relevant in the market.

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Imagine that the management of Miniso Bangladesh has contacted your team as consultants for the dilemmas they
are facing. Miniso is not necessarily looking for a positive recommendation but a well-researched one. To reach a conclusion,
your team might research the following:
> Identify the problem and make an analysis of the situation Miniso is in right now.
> The product lines of Miniso are predominantly internationalized. Using the Porter’s diamond model as a yardstick
find out the origin of the demand of such products in a country such as Bangladesh.
> The management of Miniso is trigger-shy regarding any sort of promotions since products fly off their shelves in
their home nation. With the help of Hofstede’s Cultural Dimension, how would you approach the management of
Miniso Bangladesh in order to communicate the importance of advertisement and promotions in the country?
> Finally design a promotional campaign keeping in mind the heritage of the company and
the lack of the company’s brand equity in Bangladesh.
The Task

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E Round 1: Mark Distribution
Problem Identification
Competitive Analysis
Host Country Analysis (Porter’s Diamond Model)
Host Country’s Cultural Analysis (Hofstede’s Cultural Dimension)
Promotional Campaign
Execution Timeline
Feasibility and Cost Breakdown
Content Creativity
Total
10
10
20
15
20
05
10
10
100

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1. Teams must submit the solutions of the case in power-point slides and pdf version of the slides.
2. The maximum number of slides must not exceed 15, excluding the cover page.
3. The first slide will contain the cover page and include the name and the logo of the team.
IBC logo and Innoventure logo should be in every slide.
4. Each team will be given approximately 36 hours from the time the case is provided to the team
to submit the final solutions.
5. Teams are urged to attempt and solve the case according to the provided mark distribution.
Your creativity will be judged based on your PowerPoint slides.
6. Teams must not mention the name of their institution in any slides as it will result in disqualification.
Instructions For The Case

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7. The file name should be “Team Name_Innoventure 2019 Round 1_Team Leader’s Name”.
For example, Team ABC_Innoventure 2019 Round 1_Leader X.
8. The subject of the email should contain “Team Name_Innoventure 2019”.
For example, Team ABC_Innoventure 2019.
9. An appendix is not required.
10. Teams that submit after the deadline is over will be disqualified.
11. Plagiarism is prohibited and will result in disqualification.
12. The solutions must be submitted to nsuibc@outlook.com.
13. Violation of any rule/ instruction will result in deduction of marks or disqualification.
Instructions For The Case

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THANK YOU & GOODLUCK!