1. Shiseido
marketing
research and
consumer
behavior
Lecturer: Sergio Pinzon

2. Shiseido- Future
Solution Total
Revitalizing Cream
• Since it first opened in Tokyo in
1872, Shiseido has emerged to
become Japan’s most successful
cosmetics company and a
worldwide beauty leader (Shiseido
Annual Report 2004). Marked by
elegance, technological
advancement, artistry, and a high-
ticket price, Future Solution Total
Revitalizing Cream is the product
that best embodies Shiseido itself.

3. Situational analysis
Future Solution is an anti-aging moisturizer from Shiseido’s
High-Performance Care line that is formulated for any skin type.
It contains more than 30 ingredients, including two potent
ingredient groups: Inner Network Firming Complex and Hydro-
Infusion Complex. Together, they help repair skin cells
damaged by free radicals (the most significant factor in aging),
while enhancing skin’s ability to keep its collagen strong and
healthy. Each application leaves skin soft and moisturized for
hours and is a highly effective treatment for wrinkles and fine
lines, as proven by independent laboratory studies (Shiseido
Future Solution Product Brochure).

4. Situational analysis
• With a retail price of $225, Future Solution is
considered to be a prestige cosmetic product in the
Australian market. Its wide distribution channel
includes department stores, beauty salons, structured
retailers, and online beauty shops. Shiseido beauty
counters offer personalized consultation by specialists
trained specifically in Shiseido products who are
qualified to answer customer questions.
• Shiseido’s direct competitors include Lancôme,
Clinique, and Estée Lauder. These are the companies
we named in this survey for comparison purposes and
are on the list of the top five prestige skin care brands
in the Australian market.

5. Problem
statement
Shiseido would like to address the
problem on how to increase
revenue and market share for
Future Solutions in a competitive
and cluttered market.

6. Problem statement
Previously conducted research shows that the skin care industry as a whole is
a competitive and cluttered market. All the major players in the industry
produce dozens, if not hundreds of products, designed for a wide range of skin
types and skin concerns, and offered at widely varying prices. With
tremendously abundant selections, the individual consumer’s shopping power
has never been stronger. Skin care companies and their sub-brands compete
with each other not only on the level of product quality, but also in terms of
being able to anticipate and accurately assess consumer needs and attitudes
towards skin care. Knowing these factors will assist the companies to improve
satisfaction levels, which hopefully will later translate into increased revenue and
market share. Thus, it becomes crucial for our company, Shiseido, to gain more
insight into consumer attitudes and purchasing behavior, as well as their
decision-making process.

7. Tutorial 2- Shiseido marketing
research
• You were appointed as the marketing research specialist for
Shiseido. You are required to conduct a marketing research to
improve satisfaction levels which hopefully will later translate into
increased revenue and market share. Shiseido needs to gain more
insight into consumer attitudes and purchasing behaviour, as well
as their decision-making process. Using specific examples,
discuss the following:
1. Marketing research objectives
2. Discuss which type of research you would use
3. Research methods
a. Research approach
b. Collection (primary data and secondary data)
c. Design a questionnaire (no more than 15 questions)
d. Sample plan

8. Tutorial 3 - Shiseido and
consumer behaviors
Shiseido would like to explore other markets and
brand strategies. Discuss the following:
a) Potential new products and markets
b) Brand strategies that Shiseido should adapt
for the Australian market
c) Would you recommend that Shiseido use the
same Australian brand strategies in other
international markets?

9. Tutorial 3 - Shiseido and the micro moments
• Google defines micro-moments as the times at which
consumers turn to their mobile device to take action on
what they need or want. They believe micro-moments
are the ‘new battlefield’ of brands. Their research shows
that 82 per cent of smartphone users consult their
phones on purchases they are about to make. They give
the following strategies for success be there, be useful
and be quick.

10. • ‘Be there’ is about anticipating the micro-moments for
your industry and making sure you are there for them.
‘Be useful’ is about being relevant for the consumers
and making sure you have the answers they need. ‘Be
quick’ concerns making sure consumers can buy
quickly.
• Imagine you are looking for skin care products. How
can Shiseido reach their consumers in the micro-
moment in which they are looking for a new skin care
product?
Tutorial 3 - Shiseido and
the micro moments