Ch. 16 - Advertising, Public Relations and Sales Promotion

 Ch. 16 - Advertising, Public Relations and Sales Promotion       

  

    Advertising is one of strategies in Marketing. Advertising presents the image of a brand and  core value of the brand.It is important way to let large region of people know their products.

On the one hand,the media MUJI uses are divers. They have direct advertising from the retail store, also, they have print advertising.MUJI does not to pay a billion dollar for a spokesman,and their are advertising just like album to promo their idea.They think their good quality of products is the best advertising. Due to the progressive and technology blast age, MUJI develops the bran through the website and public communication tool like facebook in different countries with their own languages to establish the interaction between the brand and the consumers. By the public communication tool,  they can promote the goods and get the feedback which helps improve the idea of branding system. Also, nowadays, they combine their networking with ipad which provides the convenience for the customers.

  On the other hand ,Muji's basic approach to advertising and promotional communication such catalogs,merchandising tools and magazine advertising is to use meration without being influenced by the times or their trends.We are strongly committed to producing photographic images that eliminate redundancy and clearly highlight the characteristics of the product design.The copy,brief and to the point,states only the facts,including specific points about the way the product is devised and background information about how it was brought to market.

     

Ch. 14 - Marketing Channels and Retailing

Retailing is important part in the market, and retail stores are the spaces for exhibiting their products and attracting people. Walking in the retail store, customers can feel and understand the idea of the brand unconsciously. 

MUJI is the Japanese brand not only sells the products but also the concept of lifestyle-simple. Actually, MUJI more focuses on popularizing their philosophy of lifestyle , so they design the products, the stores, and website as in entia. The material and color of the products are simple and essential.MUJI want to create a minimal and comfortable interior where the customers will enjoy staying in that atmosphere.

In addition, the MUJI store gives a clean, subtle and minimal impression which provides different feeling from the outdoor area, so the customers will feel free and relaxing when they walk in the stores,and the MUJI's products are made of nuture material which makes you feel  pure when you touch them.And then MUJI has their own fragrance steaming equipment, so the store uses this mild fragrance to attract the customer who may think it will be nice to have this environment at home.

The whole MUJI store provides a clean, contented and relaxing place,and nuture materials.

This is all about MUJI lifestyle.

Ch. 6 - Consumer Decision Making

The most significant thing after set up brand is how to access your goal.Consumer's point view is the target which a company tries to achieve, so a company must know what and how to attract the consumers to make the decision to choose them. Consumer decision making is concerning more about philosophy side - catch the consumer's purchase behavior.

Muji has strong concept and  image on their brand, so Muji basically sells their idea more than just goods. So, the Muji consumers purchase lifestyle.

The type of people that shop in Muji are making a conscious decision to be different, the customers are loyal they see shopping in Muji as a lifestyle choice. They admire that Muji are responsible in their material choices and manufacture and that Muji prides itself in being a green company. They enjoy minimalist design and want simple yet desirable products that will enhance their lives. Muji chooses to serve like minded people that value and believe in the same philosophy and ethics as them. Their advertising campaigns have been designed to appeal to this target market;”in love with no frills”, “from a different viewpoint”, “preferred simplicity”.

Ch. 5 - Developing a Global Vision

One of the strongest retail brands in the world is Muji. Brand Japan has measured brand strength for 1,100 brands in Japan for eight years. After opening its first store in 1983 as a subsidiary of supermarket retailer Seiyu, it has since been sold and now has more than 330 stores, nearly a third of which are outside Japan, including several locations in New York. Few brands deliver more emotional and self-expressive benefits than does Muji. And the Muji brand vision is "not to be a brand". It is the no-brand brand and represented by four characters that mean “no-brand quality goods.” They all about simplicity, moderation, humility and self-restraint. MUJI want to promote their concept and the MUJI philosophy is to deliver functional products that strive not to be the best, but “enough.”  

On one hand ,MUJI like most other global retailers, Muji expects a large chunk of that growth to come from China and other faster-growing Asian markets. MUJI try their best to do expansion Over the next three years, it plans to add another 100 stores in China to the 108 it already operates there. But it also has big expansion plans for the U.S., where it currently has nine emporiums, four of them in the heart of Manhattan. Its U.S. target is 100 stores by 2020 and 500 longer term.Muji is also present in 98 international outlets spanning 16 countries including the United Kingdom, France, Italy, Germany, Ireland, Sweden, Norway, Spain,Turkey, U.S., Hong Kong, Singapore, Taiwan, Korea, China and Thailand. Aside from retail stores, Muji opened online stores since August 2000, for the UK, US, Europe and Japan markets. The wide distribution channels, through numerous retail outlets and the online platforms, make it accessible and convenient for customers to encounter the Muji experience. 

On the other hand, MUJI try their best to do expansion in their country --japan.Muji operates much larger stores in Japan, offering more than twice as many products, including furniture, appliances and a wide range of food items, many of which will not appear in its stores in North America or Europe. In fact, it began life in 1980 as the private-label brand of a major supermarket chain, which is reflected in its full name, Mujirushi Ryohin (no-brand quality goods).