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

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Opinion Leadership and Culture among youth in Japan The case of @cosme
The concepts of Opinion Leaderships and Culture
[object Object],[object Object],Opinion leadership
Culture ,[object Object],[object Object]
Opinion Leaders and Culture… ,[object Object],[object Object],[object Object]
An external influence Internal Source External Source + = Consumer Decision Experience, Knowledge, Memory Opinion leaders, Reference groups, Family, Social class, Culture
Presentation of @cosme
Introduction to @Cosme ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
What is “@cosme”?
Who are their target? Mostly young women who are interested in cosmetics
“ @cosme’s 3 key features” ① WOM based ranking
“ @cosme’s 3 key features” ②WOM based search engine Product picture Comments Rank by ★★★ Link to the online store of @cosme (come.com)
“ @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
Also @cosme sells products web real Convenience stores
＠ cosme thanks festa Experience professional make up Get some samples Specialists’
Marketing Mix Product Place Promotion What makes @cosme attractive? Price
Product (service in our case) ,[object Object]
Price ,[object Object],[object Object],[object Object],[object Object]
Promotion ,[object Object]
Promotion => Strengths ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Promotion => Weaknesses ,[object Object],[object Object],[object Object]
Place ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What are the specificities of Japanese Youth Market?
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
Things you need to know about Japanese youth consumers… ,[object Object]
Things you need to know about Japanese youth consumers… ,[object Object]
Things you need to know about Japanese youth consumers… ,[object Object]
Things you need to know about Japanese youth consumers… ,[object Object]
Things you need to know about Japanese youth consumers… ,[object Object],[object Object],[object Object]
What does @cosme say about the Japanese Youth consumers?
@cosme as opinion leaders ,[object Object],[object Object],[object Object]
… @cosme and Japanese youth… ,[object Object],[object Object],[object Object]
Where next for Japanese Youth… ,[object Object],[object Object]
The example of Hip-hop Culture ,[object Object],[object Object],[object Object]
Conclusion ,[object Object],[object Object]

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the case of @cosme

  • 1. Opinion Leadership and Culture among youth in Japan The case of @cosme
  • 2. The concepts of Opinion Leaderships and Culture
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  • 6. An external influence Internal Source External Source + = Consumer Decision Experience, Knowledge, Memory Opinion leaders, Reference groups, Family, Social class, Culture
  • 8.
  • 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
  • 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
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  • 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
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  • 31. What does @cosme say about the Japanese Youth consumers?
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Editor's Notes

  1. 484
  2. 452
  3. 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
  4. 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)
  5. "Hip-Hop Japan: Rap and the Paths of Cultural Globalization," by Ian Condry