戦略研究 (No. 56): 化粧品の流通を考える (May 10, 2010)
デパートの閉鎖が続く現状を考慮に入れて、化粧品メーカーが販路政策の見直しに動き出した。最大手の資生堂は、有力デパートに限り高級品の専門売り場を新設して売り場面積を拡大し、業界3位のコーセーはデパート専用であったブランドを専門店にも投入する。化粧品の場合、ブランドを頻繁に変える消費者は少ない。そのため、自社のブランドイメージをどのように消費者に理解してもらい、そのブランドイメージを、どのようにして消費者にできるだけ長期間、持ち続けてもらうかが重要な戦略となる。もし、できるだけ安く購入するという意図だけで、化粧品を買うなら、通販で買うのが費用対効果では一番である。化粧品は容器の中にあるものだけを意味しない。デパートで買い物をする消費者と専門店で買い物をする消費者はまったく違う。消費者の特性が違うし、店舗への来訪の目的も違う。ブランド構築には、多くの時間がかかるが、壊れるのには、多くの時間を必要としない。(Written by Shigeo Sunahara of CBC, Inc.)
No. 56: Distribution channels of cosmetics (May 10, 2010)
Cosmetics companies are reviewing their marketing channels in view of the current trend of increasing closings of department stores. Shiseido, Japan’s leading cosmetics company, will build a new selling floor exclusively for high-end products in leading department stores, while Kose, Japan’s third largest, will market its brand products currently sold only in department stores through specialty stores. Few consumers change from one company to another in the selection of cosmetics. Therefore, it is a very important strategy to imprint the brand image in consumers’ memory and keep them stick with it as long as possible. Consumers mail-order cosmetics if they wish to purchase them at a price as close as the cost of goods. Actually, mail order is best in terms of cost-effectiveness. However, cosmetics do not mean only what is contained in the container. Consumers who shop in a department store are totally different from those who shop at a specialty store. They neither share consumption characteristics nor shopping purposes. It takes much time to build a brand but does not take much time to destroy it.
No. 56: Distribution channels of cosmetics (May 10, 2010)
Cosmetics companies are reviewing their marketing channels in view of the current trend of increasing closings of department stores. Shiseido, Japan’s leading cosmetics company, will build a new selling floor exclusively for high-end products in leading department stores, while Kose, Japan’s third largest, will market its brand products currently sold only in department stores through specialty stores. Few consumers change from one company to another in the selection of cosmetics. Therefore, it is a very important strategy to imprint the brand image in consumers’ memory and keep them stick with it as long as possible. Consumers mail-order cosmetics if they wish to purchase them at a price as close as the cost of goods. Actually, mail order is best in terms of cost-effectiveness. However, cosmetics do not mean only what is contained in the container. Consumers who shop in a department store are totally different from those who shop at a specialty store. They neither share consumption characteristics nor shopping purposes. It takes much time to build a brand but does not take much time to destroy it.
