Most of the new products in Japan failed. Moreover if it is a foreign and unknown brand. But these companies found huge success in Japan.
Success Stories in Japan
Japan is strict about product selection but it is not impossible to win the trust and hearts of Japanese. Learn from these 5 companies that had success stories to tell in Japan.
1. Kitkat
Kitkat is a chocolate wafer snack that has become a local favorite in Japan and that is due to their great marketing strategy of mainly localization. Kitkat in Japan has 300 limited edition flavors. Japan has 47 prefectures which belong to 8 regions and each prefecture has specialized local produce such as foods or fruits exclusive only to its specific region. Moreover, seasonal products that can only be purchased in a specific area. Because of this, Kitkat created an exclusivity and scarcity on each kitkat flavors unique to each prefecture. Many consumers travel to great lengths just to try the special kitkat flavors only found in the area.
2. Starbucks
The gentei culture or limited edition culture had been prominent in Japan. Because of this, Starbucks had done remarkably successful market research on releasing limited edition products and localizing their brand to adapt to the local’s liking. Starbucks entered way back 1996 and they released flavors based on the popularity of Japan and in every season, Starbucks releases a special seasonal menu with unique tumblers and mugs. And what’s even more appealing to Japanese is their special menu, mugs and tumblers are always different every year.
3. Glico
One of the domestic successes is Pocky from Glico and not only it is popular all over Japan but it has already reached a lot of attention from neighboring Asian countries and around the world. Through incessant market research Glico finally had a snack that lasted for several years and more. Nowadays, they have limited edition flavors plus they have a successful collaboration with a brand Kirin, a popular drink company. The packaging features a cute matching design most widely popular to young Japanese and couples.
4. P&G
P&G has released a household odor eliminating product Febreze and it has become widely popular and a trusted product in Japan. The company first opened in Japan in 1973 and since then had been garnering success in the market industry.
Their market research is targeted to Japanese that needs a solution for removing odors and smells to items that are hard to wash most especially consumers that are sensitive to smells. Febreze had gained instant success due to the fact to their target market and effective solution to items such as futon and sportswear that are hard to wash. Their marketing approach is direct which is one of the reasons why it is successful.
5. Kumamon
Kumamoto prefecture gained international fame with the mascot Kumamon. The prefecture had allowed rights for any and all individuals or organizations to use the iconic mascot so as long as it promotes goods and services from Kumamoto prefecture. In effect, anything with Kumamon is thought of as an exclusive product from Kumamoto prefecture. Because of this, Kumamoto prefecture has several products featuring Kumamon in their products and Kumamon became so popular with several exposures to multiple products. Kumamon has gained 132.2 billion yen in revenue for the prefecture.
Conclusion
Are you interested in one of the products in the list? What do you think are other reasons why these companies have gained success in Japan? Let us know in the comments!
References:
https://www.d8aspring.com/eye-on-asia/5-marketing-success-stories-in-japan
https://www.starbucks.co.jp/en/company.html
BY LA