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Case7-2 Makeup products Giants Section the Global Cosmetics Market
7-13. How do could preferences intended for cosmetics and beauty proper care vary from nation to nation? Since girls are influenced by their country's tradition or worth imperceptibly, they hold diverse value of beauty. In China, ladies tend to always be white and brighter which can be associated with wealth. Since Now i'm Taiwanese, inside my point, I believe the values that we ladies prefer the outer skin to be white-colored is mostly inspired by the european culture and the mass media, podcasting the white colored blondes. In Japan, women prefer to use a compact base rather than a liquefied due to the climate. And in India, working girls are elevating dramatically and in their 20s concerned about greyish hair were not satisfied with existing do-it-yourself hair color.
7-14. Assess Estée Lauder's strategy for China. Can it make sense to focus on premium brands, or if the company launch a mass-market brand? The Estée Lauder is viewed as aspirational. Estée Lauder has done researching the market finding that the need for luxurious cosmetics is growing rapidly in China, specifically targeting new cities such as tier-two and three metropolitan areas. Chinese people are price sensitive but they are ready to invest in products that are comparatively expensive since they are confident regarding the future. In conclusion, Estée Lauder should focus on premium brands since Chinese are changing their tendencies.
7-15. What is the best positioning strategy for Shiseido as the company expands in Asia? High feel? High tech? Both equally? Shiseido offers advantage about not only know well about skin of Asian ladies but also offers advanced R& D in key region such as anti-aging products. Shiseido should employ attribute or benefit to put its product, telling customers what the products' features are and the actual can benefit from these products. Shiseido should certainly advertise the manufacturer in excessive touch, moving consumers' feelings. GCCP is the best positioning method for Shiseido since the...