This new interest in developing the fragrance market might be seen as the latest step in an increasing interest in the luxury market among Japanese manufacturers. In the 70s we observed extraordinary activity in investment in the fashion area (KENZO, ISSEY MIYAKE, REI KAWAKUBO, etc.); in the 80s a special focus on investment in overseas wine production, especially in France (SUNTORY) , and in the 90s fragrance appears to be the latest luxury venture outside Japan for Shiseido. In June of 1992 Shiseido launched their first international fragrance, "FEMINITE DE BOIS", made in Gien, France, with a workforce of 46 expected to triple by 1995 to 144. The $ 18 million investment is equal to current annual sales of all Shiseido products in France. For the domestic market, Shiseido has mirrored their French activites by creating a new "French" fragrance called "CHANT DU COEUR", aimed at women who would normally purchase an imported perfume. Very significant resources are behind these activities, as it is interesting to note that Shiseido is already the 3rd largest cosmetics company in the world, following L'Oreal and Unilever. We can expect that their influence in the global market will continue. With this boost from the market leader in Japan, the fragrance market offers new opportunties for the international player. With an especially curious and eager Japanese consumer, intent on becoming more familiar with the best in developing a better quality of life, a variety of opportunities suggest themselves.
This paper presents the results of what we believe is the first such experiment to be publicly reported: simultaneously testing five actual new product concepts in four countries around the world. What makes this experiment unique is that since the research institutes conducting the test sponsored it, the case histories can be presented and discussed openly without divulging client confidences. As a result, this paper provides an opportunity to see how concept testing results compare from country to country based on actual concept testing results.
In a period of rapid and dynamic change in Japan, an understanding of Changing Values and Lifestyles provide strategic advantage to the today's marketer by providing an opportunity to observe emerging needs and desires among various psychographic types. INFOPLAN's study of the Japanese Rich uncovers five distinct types of rich Japanese consumer; Overt, Clasic, Conservative, and two new emerging types of Japanese personalities which we identify as The New Rich: The Modern Rich, a younger, highly educated and very independent-oriented consumer and lastly. The Overt Rich, a dynamic, very consumption-oriented "Nouveau" type. The three top items the Rich like to use money for is Travel, Hobbies and Culture, and Home Development/Home Interiors. An alive interest in possession of luxury items such as dramatic recent increases in Gold Jewelry including gold bracelets for men as well as high rates of diamond ring ownership among women. Diamonds for Men has also begun to have an impact on the market, especially among the Overt males. The Japanese Rich are rather favorable towards Foreign Products, especially the Overt Rich. This interest includes foreign cars: 25% of Rich would like to buy a foreign car, compared to 39% who have no interest. Among the Overt Rich, the opposite is dramatically true: 43% would like to buy compared to only 21% who would not. Changing attitudes towards tradition and relationships indicate dramatic new trends toward a more independent and personally satisfying lifestyle compared to the more traditional Japanese group behavior.
The Italian Institute for Foreign Trade (ICE) is a public organisation whose institutional tasks concern the promotion of the image of Italy and the development of foreign trade. At the time of the study the trade exchange between Italy and Japan was at extremely low levels. For that reason, ICE decided to try to formulate an integrated marketing strategy for promoting Italian products in Japan. To achieve this end, it was decided to launch a major research project in Japan, and ICE engaged PRAGMA to plan and coordinate the research. Traditionally, ICE has been mainly involved in sectorial promotions in the business community. The research and marketing approach in this case was to observe the total picture among not only the business community, but coordinating and integrating the views of Japanese consumers and Japanese opinion leaders as well.