Japanese Brand Strategy:A Study of Healthy Food Companies

• Main Authors: Chu-Chun Lin, 林竹君
• Other Authors: Hsi-Hsun Tsai
• Format: Others
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/74674718107802683331

碩士 === 淡江大學 === 亞洲研究所碩士班 === 98 === The main purpose of this paper is to investigate the problems of companies how to use the brand strategy to escape from the price competition in the health food industry. In addition, through the research of the case, we desired to know new entrants of the health food industry by building brand strategies how to enter the price competition market and how to change the strategy in order to enter the non-price competition model. Moreover, through the research of the case, we want to know how the new entrants build brand strategies in order to enter the market. By the case of the brand (healthy), which is well-known brand of the commodity manufacturer Kao Corporation. Through this case, we want to know how the new entrant successfully enter the health food market. First, we investigate the characteristics of health food market. Finally, there are 7 characteristics, which are low entry barriers, price setting unclearly, claim and advertising very difficultly, risk management of health damages, product life cycle very shotly, comsumer taking the problem of food safety and effect seriously. Here is a key point about Kao Corporation how to enter the health food market successfully. It is the setting about the basic brand strategy and the market entry strategy. On the other hand, there are 4 principles have setted when Kao Corporation wants to enter the health food market. There are taking healthy life style seriously, taking product and market designs seriously, not involved in the price or promotion competition, no hurry to extend the market channel. How to make it success in the setting of brand strategy. By using the Integrated Marketing Communication to make Kao Corporation in consumer’s shoes to think about what’s the value of customer,the cost of customer, the convenience of customer, and how to make effective communication with customer. In this case, we can know the way how to build the successful brand strategy that you must keep thinking in customer’s shoes anytime.