Kao Glocalization in TaiwanBusiness Operation
Household Products : 200 SKU
KAO(Taiwan) Outlook
Company A
Data source: TOP5000 ranking in “The Largest Corporation In Taiwan”
Graph2
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&A
- &P -
KAO
Kao (Taiwan)
Deliver benefits to consumers with the same positioning and image
Balanced synergistic merits in global with competitive advantages in local
Be managed through effective global management system and organization
What are Global Brands?
Kao (Taiwan)
Case Study
Kao (Taiwan)
60%
Sheet1
1988
Taiwan
Japan
Positioning
Formulation
Package
Ads
Promotion
Kao (Taiwan)
- To educate consumers it’s “concentrated” powder and change their behavior
- In order to communicate with local consumers, create a new Chinese name is necessary under the brand name”Attack”
- means “ one spoon”
Kao (Taiwan)
Promotion strategy
1. Trade system
Japan distribute to stores directly, Taiwan has the wholesaler distributor to push the sales to stores for Kao
2.Culture / Consumer custom:
Gift of Non-food is one custom in Japan. In Taiwan,food gift is more usual than non-food consumption products
Kao (Taiwan)
Consumers own more color clothes
So, they have the needs to
prevent dark and discoloration
needs at that time
In the beginning,Japan suggest
to educate consumers use “wide bleach” to solve this problem
But,the use rate in TW is low
So,to develop a new product is
necessary
when show consumers the
by use test
Consumers’ U&A*
Kao (Taiwan)
Brand Vision
Promotion
Ads
to select or develop suitable products to consumer needs quickly.
to make the use of KSF* in other countries.
To localize
Taiwan market was not mature/ big to invest one by one.
Synergistic management allow us to build the platform to continue investing.
* KSF: Key Success Factors
Ads
Maximize synergy effects between products referring to Japan’s effective communication concept.
Promotion
Unified store display and consumer promotion to maximize synergy effects.
* MUR: Make UP Remover
-Good store execution in shop front
Sheet1
98'
99'
00'
01'
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BIORE
76.4
71.1
51.2
57.8
49.1
49.7
54.1
58.1
52.0
49.9
49.8
VIS-A-VIS
21.3
2.0
0.2
0.6
0.1
0.1
0.0
0.2
0.4
0.1
Promotion
Kao (Taiwan)
Same positioning allow
to select or develop suitable products to consumer needs quickly based on same R&D resources.
to make the use of KSF* in other countries.
To localize
Leverage “Sifone” brand assets already developed in Taiwan consumer’s mind
Answer to Taiwan consumer’s needs or hair trend appropriately.
* KSF: Key Success Factors
Product Assortment
Package
Build “Sifone” brand image referring to Japan’s successful communication.
Promotion
Kao (Taiwan)
Market Share :28.2% (TN SOFRES 2002 YTD)
Sheet1
Kao (Taiwan)
“Glocalization” has been defined as developing global brands. In the process to develop global brands, we consider opposing viewpoints when it comes to marketing mix and the effects of deviating from the predetermined company standpoint.
Conclusions