Marketing Essentials: Shiseido Marketing Mix and Strategies

This report offers a comprehensive analysis of Shiseido's marketing strategies, focusing on the marketing essentials. The introduction defines marketing as a promotional tool used by organizations, highlighting its role in customer persuasion and brand awareness. The main body of the report is divided into three tasks. Task 1 examines the marketing functions, roles, and responsibilities, emphasizing customer needs, trend monitoring, brand recognition, and social media management. It also explores the interrelation between marketing and other operational units, including finance, R&D, HR, operations, and IT. Task 2 evaluates the implementation of the marketing mix across different organizations, comparing Shiseido and Estee Lauder in terms of product, place, price, promotion, people, process, and physical evidence. Task 3 focuses on developing a basic marketing plan for Shiseido, aiming to attract customers worldwide. The report concludes by summarizing the key findings and providing references to support the analysis.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Marketing functions and its roles & responsibilities.............................................................3
P2 Interrelation between the other operational units and the marketing function of the
organisation.................................................................................................................................5
TASK 2 ...........................................................................................................................................7
P3 Evaluation of implementation of Marketing Mix across different organisations..................7
TASK 3..........................................................................................................................................10
P4 Marketing Plan of the Organisation.....................................................................................10
CONCLUSION .............................................................................................................................14
REFRENCES.................................................................................................................................15
Books and Journal.....................................................................................................................15

INTRODUCTION
Marketing is an promotional tool used by diversified organisations in order to reach their
their potential customers. This tool can be considered as an effective tool which persuade the
customers for an immediate purchase. The company mainly focuses on the implementation of
strategies which can enhance the awareness about their products and services in the external
environment. For this the priority for the company is to define their targeted customer group in
order to attract them towards their new offerings in the industry. In this context the company
focuses on developing effective marketing mix which involves the traditional and modern forms.
The traditional forms includes the 4P's while the modern mix includes the additional 3P's. The
7P's are; place, product, price, people, promotion, physical evidence and process. For pursuing
this report we are taking the Shiseido company to explain the marketing concepts. Shiseido
company is one of the oldest cosmetic organisation across the worldwide. The company was
founded in 1872 and headquartered in Tokyo, Japan (Akbar, Wadood and Tasmin, 2017). The
company is ranked as the fifth largest company in the world as the personal care company. The
company have diversified its operations in skin care, hair care, fragrance producer and cosmetics.
This report will focus on the strategies of the company to sustain their leading position in the
industry. Furthermore, it involves the marketing mix analysis of the Shiseido. Lastly, there will
be development of basic marketing plan of Shiseido for attracting te customers worldwide.
MAIN BODY
TASK 1
P1 Marketing functions and its roles & responsibilities.
Marketing function can be defined as the development of strategies for enhancing the
customer base of the company. The organisation attempts to perceive large customer base by
recruiting effective marketing staff in order to build competitive image for the company. There
are numerous functions performed by Shiseido in order to sustain their position in the
competitive industry. Since the company produces personal care products and convincing
customers regarding this seems to be a difficult task for them. So for this the company adopts
diversified effective strategies in order to build their strong customer base (Bhosale and
Phadtare, 2019). The company applies various motivational methods for their workforce to attain
their goals and objectives. The marketing function is performed by the marketing department and

the manager effectively to achieve the high performance for the company. The roles and
responsibilities are explained underneath: Listening to Customer Needs: Customers are the main target for the organisation. As
they operates in order to serve them effectively. For this the research department analyses
the current trends in the industry which are being followed by the customer. Then the
company manufactures the products accordingly and the role of the marketing manager is
to reach the customer with the products and convince them. Shiseido adopts various
internal and external channels of marketing which will be collaborated in their workings.
These promotional channels create and enhance the awareness of the new and existing
products of the company (Choi, Ludwig and Harris, 2020). The internal methods used by
Shiseido is survey which creates an direct connection with the customers. On the other
hand the external channels devised by Shiseido is implementation of social media
networks in order to gain maximum followers of their brand. Track Trends and Monitor Competition: This role of the marketing function involves
the monitoring of the trends by the company. This will help in providing a base idea to
the company about the new innovative product development. The marketing team of
Shiseido attempts to analyse the strategies of their competitors in order to keep them a
step ahead of them. This will help the company in introducing new products with
effective features for their customers. After monitoring their competitors, Shiseido will
be able to identify their weakness and try to eliminate them in the near future. This will
enhance their opportunities in the industry and will increase their market share. The
marketing manager adopts various strategies in order to sustain in the competitive market
for longer duration. Brand Recognition: The brand works in the complex situation and deals with difficult
challenges for selling their products in order to enhance their recognition. If the company
will be able to create awareness about their products worldwide then they will get the
advantage of large loyal customer base (Cluley, 2018). Shiseido attempts to enhance their
brand recognition by maintaining and improvising the quality of their products. For this
the company aims at introducing the innovative products in the market on a regular basis
to sustain and enhance the level of customer engagement. This will help them company
to compete their competitors effectively through their goal oriented approach.

 Monitoring and Managing Social Media: The social media is the image of the company
in front of the customers. In the current scenario of digitalisation, Shiseido focuses on
developing effective social image across the worldwide. For this the company publishes
the information of their products on the company's website and social media platforms.
This is the way which attracts and enhance the customer engagement which will enhance
their market share. Also, the company can introduce various discounts which will attract
potential customers towards their offerings (Crutchfield, 2017). Advertising is an
effective way used by Shiseido which will help them enhancing the awareness of their
product across the globe.
 Searching new tools to introduce innovation: The most important role of the marketing
is collaborating the feature of innovation in the operations and the working environment
of the company. This will help the company in maintaining their competitive image
which will attract the customers towards their brand. Shiseido produces and offers the
products that ensure the safety with innovative feature to the customers. This will
enhance the trust and commitment of the customers on the brand and their products.
Ultimately, this will improve their position in the industry and will create an effective
image of the company in the minds of the customers.
Hence, these are the roles and responsibilities that are considered in the marketing
function which elevates the position of the company and enhances their customer base in the
external environment. Also, this will increase the sales, revenue and profitability of the company
in the complex environment of the industry.
P2 Interrelation between the other operational units and the marketing function of the
organisation.
Marketing function is an essential tool that is performed by the company in their working
environment. As the duty of the marketing manager involves the creation and enhancement of
the recognition of their products across the globe (Dzyabura and Yoganarasimhan, 2018).
Shiseido focuses on developing the strategies which will introduce their manufactured products
to the customers in such a way that they make an immediate purchase decision. For this the
company needs to collaborate the functions of the marketing with other departments of the
company in order to attain their goals and objectives. The relationship between the marketing

function and the other operational units in respect with the selected company can be explained as
follows: Marketing and Finance: The finance department operates for maang8ing the funds and
allocating them effectively to enhance the wealth and profitability of the company.
Shiseido recruits the financial professionals that will balance the funds in each operations
effectively. The marketing department of the company informs the finance department
about the requirement of funds for the promotional strategies. While the finance
department of Shiseido prepares the budget for the marketing professionals in order to
gain success in near future (Fill and Turnbull, 2019). The marketing professionals
analyses the market and inform the finance department about the investment prospects in
other field areas. The marketing professional of Shiseido follows the budget provided by
the finance department in order to ensure cooperation between them. Marketing and R & D: The research professional of the company focuses on analysing
the market study results effectively. This will help the company in manufacturing the
products according to the customers preference in order to sustain their customer base in
the external environment. Also, the marketing professionals uses the research data to
target the segmented audience which will enhance the profitability and level of sales of
the company. Shiseido performs the qualitative research methods by targeting the desires
and expectations of the customers from their brand. They company provides the personal
care products to their customers and ensuring the best quality is their main purpose. Marketing and HR: The role of the human resource department is to fill the vacant
position in Shiseido with effective employees. Whenever there is an need arise for
enhancing the workforce in the marketing department, the HRD employs effective
personnels in the company (Folinas and Fotiadis, 2017). This will help in attaining the
goals of the company fast as they have more employees who work with the purpose for
extracting large customer base for the company. Shiseido have developed their product
qualities by recruiting the employees having innovative thinking which can be
collaborated with the manufacturing function of the products. This will help them
company in launching high quality products in the industry. Marketing and Operations: The marketing department provides the knowledge
regarding the stock requirement for the targeted customers to the manufacturing

department. And according to that the operations will be carried out. The manufacturing
department of Shiseido aims at processing the amounts of products that are sufficient for
the targeted audience of the company. Then the marketing department performs
promotional strategies in order to attract the new customers towards the company. The
marketing department of Shiseido retains their customer base by effectively using
diversified promotional techniques.
 Marketing and IT: The IT departments works with new technologies in order to
introduce effective software for the company. These software will help the workforce to
carry out their operations smoothly. The IT professional collaborate their workings with
the marketing department of Shiseido for reaching their targeted market. These
professionals handle the social media platforms of Shiseido and provides effective
answers of the feedback posted by the customers (Hassan and Sharma, 2018). The
negative feedback is communicated by the IT professionals to the marketing department
so that they will work on improving their strategies for reaching the customers.
Hence, the marketing department of the company support other operational units of the
company. This will help the company in making potential implementation of the resources, skills
and knowledge of the workforce towards the attainment of the organisational goals. The
marketing functions of the company provides support to other operational departments of the
company.
TASK 2
P3 Evaluation of implementation of Marketing Mix across different organisations.
Marketing mix can be defined as the combination of 7P's of the marketing which are
implemented towards the goals achievement of the company. Shiseido uses the marketing mix in
order to provide guidelines for placing the products of their brand at the right place, in the right
time (MK, 2017). This is essential for planning the activities of the marketing department for
their goal attainment.
BASIS SHISEIDO ESTEE LAUDER
Product Shiseido is the fifth largest
cosmetic company worldwide.
The company deals in personal
Estee Lauder deals in make-up
products worldwide. The
company is headquartered in

care, fragrance, skin care and
cosmetics. Also, the company
owns numerous brands across
the globe (Nguyen, 2019). The
products of the company is
available in selected stores and
pharmacist.
America. The company offers
prestige skincare, hair care,
make-up and fragrance
products. The company offers
diversified branded products
digitally and in physical form.
Place The company has its
headquarter Tokyo, Japan. The
company sells their product
worldwide which have
established their position as a
leading brand.
The company has its
headquarter in New York, US.
In 1960, the company have
started expanding their
business operations
worldwide.
Price The company have achieved
their growth level. Shiseido is
emphasizing on competitive
pricing strategy in which
slightly variation in pricing of
their products will effect the
competitors in worst way.
The company is currently
focusing on affordability
pricing methods which helps
in enhancement of the
customer base. This will
sustain their profitability and
increase their growth prospects
in near future.
Promotion Shiseido implements social
media marketing strategy in
order to promote their product
worldwide. This is an effective
strategy which helps them in
ensuring continuous growth
and high performance.
Estee lauder have the
advantage of affordability
pricing which have created and
enhanced their loyal customer
base (Pasma, 2017). In the
external environment, the
company is designing the
effective advertisements
campaigns which will help

them in enhancing their sales
and revenues.
Physical Evidence The company have adopted
innovative packaging
techniques which have helped
them in attracting large base of
customers. The company
invests heavily in the
packaging.
The company maintain
effective quality in their
products which have attracts
their targeted audience most.
The company did not spend
too much on the physical
appearance of their product
rather than they focus on the
quality and affordability
factors.
Process Shiseido have enhanced their
business operations and
promotions in online form.
With this the company is able
to position their products in the
international market
effectively (Purcărea and
Purcărea, 2017).
Estee lauder have focused on
introducing innovation in their
production techniques which
will reduce their operational
cost. Ultimately this will
reduce the overall pricing of
the product for the customer.
People Shiseido have effective
workforce which has the
qualities of innovation and
productivity. This will help the
company in gaining leading
position in the market.
Estee Lauder focuses on the
implementing strategies which
will help the workforce in
attaining the goals of the
company (Niesen, Harvey and
and Sons Co, 2017). This will
also enhance the customer
engagement towards the brand
by adopting effective
strategies.

TASK 3
P4 Marketing Plan of the Organisation.
Marketing plan can be defined as the process performed by the marketing manager of the
company in order to carry out the marketing goals of the company effectively. For this the
company aims at devising promotional strategies which will sustain their productivity and
profitability level. Also, the company will be able to attract potential customers easily. Although,
the marketing plan is formed by the marketing manager but it is approved by the top authorities
of the company (Raval, 2018). The marketing manager aims at developing a plan which can be
collaborated with the mission and vision of the company. The marketing manager also monitor
and control the activities of the marketing plan in an synchronised form. The marketing plan
provides information about the target market and ways to enhance their customer base
effectively.
Objective of the company
The objective of Shiseido is to produce innovative products in order to enhance the
boundaries of their operations. Also, the company focus on delivering value added products to
their customers by actively contributing in their happiness by supplying unique products.
Mission of the company
The mission of Shiseido is “ To add beauty innovation in their operations by offering
products that will keep the mind and body of the people healthy.”
Vision of the company
The vision of the company is “ To become the most successful leader across the globe by
offering value added and effective quality products range to their potential and existing
customers.”
STP Approach of the company
This approach is used by many organisation across the globe. Shiseido uses this approach
for transforming their product centric approach to the customer centric approach. STP includes
three factors namely; segmentation, targeting and positioning (Silchenko and Askegaard, 2020).
This approach is used by the company in order to understand whom they are trying to reach and

how they can reach their targeted audience. In relation with Shiseido, the STP approach can be
explained as follows:
Segmentation: The company segments their targeted audience in order to serve them
effectively and efficiently. Shiseido targets the female customers the most as they deal in
personal care products and make up products. The company segments their targeted audience on
the basis of demographic and geographic factors. In demographic factors the company segments
the targets audience on the basis of age group. For customers having the age group between 18 to
40 years, the company produces different products (Slootweg and Rowson, 2018). For the
customers having the age group between 40 to 55 years the company develops anti-ageing
products. On the basis of the geographical segments, Shiseido segments the target audience like
the Indian customers want the products that will suit their climate.
Targeting: In this stage the company identify and measure the segment size. Shiseido
then develops strategies which will help them in perceiving the potential customers for their
brand. The company try to utilise the opportunity in their favour for building their leading
position in the industry. For this Shiseido targets the customer journey and make use of the
customer preference in order to develop engaging marketing campaigns. The company also
focuses on the accessibility of the market segment in order to implement effective strategies on
them.
Positioning: In this stage the company tries to fulfil the expectations of the customers.
Shiseido implements certain customer segmentation models for enhancing the awareness of their
marketing campaign. This will help the company in developing the unique selling point which
will deliver their right message to the customers (Steenkamp, 2017). The USP of the Shiseido is
that they sell their unique product Eudermine. Also, the company positions their products in such
a way that they are accessible to their targeted audience.
SWOT Analysis of Shiseido
The SWOT analysis is performed in order to analyse the internal environment of
Shiseido. The company faces many challenges in the industry and how the company can manage
it by utilising their opportunities and strengths at the right place in the right time. These strengths
can be used to attain the goals of the company effectively. The SWOT analysis of the above
mentioned company can be explained as follows:

Strengths Weaknesses
 The company have strong free cash
flow that help to expand their
operations in new projects.
 The company has reliable suppliers
which establishes effective relationship
of the customers with their brand.
 The company has strong portfolio of
products that have elevated their
position as a leading brand in the
industry (Taghipourian and Bakhsh,
2017).
 The company have attrition rate due to
which their spending on the workforce
have enhanced.
 The technology ground of the company
is weak and for that they need to do
investments.
 The company have limited scope of
success outside their core business
which have created a major challenge
for the company.
Opportunities Threats
 The market development strategy can
enhance the competitiveness level of
the company as compare to their
competitors.
 The new environmental policies will
enhance the market share of the
company.
 New customers thorough online
platform will enhance their sales and
revenues in the complex situations.
 The buying behaviour of the customer
can be considered as the threat for the
company.
 Irregularity in the supply of the
innovative products will reduce their
customer base.
 The growing strengths of the local
distributors can impact the margins of
the company.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 11000 20000 6500 5000
Initial money 11000 7000 5500 5000