1. Four Growth Strategies
(1) Global Mega-Brand Strategy
Globally developed brands have increased their presence by respectively enhancing their unique brand value,
including global brand SHISEIDO and Clé de Peau Beauté, which originate from Japan; BPI, Decléor and CARITA,
which originate from Europe; and Bare Escentuals and NARS, which originate from the United States.
Shiseido considers markets beyond regional boundaries and exploits its marketing power from the perspectives of
“distinction and concentration” with the aim of becoming a Global Multiple Brands Company that possesses multiple
brands that respectively exceed a scale of 50 to 100 billion yen in sales and are competitive with other major
companies. At the same time, ongoing efforts will also be made to maximize brand value by area. In this respect,
Shiseido has selected three brands each from the prestige and masstige
*2
categories to focus on their development as
Global Mega-Brands. In Asia, initiatives will be taken to expand growth potential in both the prestige and masstige
market domains, while efforts will be also made to enhance brand presence in the European and U.S. prestige
markets.
1. Four Growth Strategies
(1) Global Mega-Brand Strategy
Globally developed brands have increased their presence by respectively enhancing their unique brand value,
including global brand SHISEIDO and Clé de Peau Beauté, which originate from Japan; BPI, Decléor and CARITA,
which originate from Europe; and Bare Escentuals and NARS, which originate from the United States.
Shiseido considers markets beyond regional boundaries and exploits its marketing power from the perspectives of
“distinction and concentration” with the aim of becoming a Global Multiple Brands Company that possesses multiple
brands that respectively exceed a scale of 50 to 100 billion yen in sales and are competitive with other major
companies. At the same time, ongoing efforts will also be made to maximize brand value by area. In this respect,
Shiseido has selected three brands each from the prestige and masstige
*2
categories to focus on their development as
Global Mega-Brands. In Asia, initiatives will be taken to expand growth potential in both the prestige and masstige
market domains, while efforts will be also made to enhance brand presence in the European and U.S. prestige
markets.
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