[MUJI][Ch16 Integrated Marketing Communications]

Integrated Marketing Communication is the coordination of all the promotion methods which are planed carefully in order to enable to communicate with the consumers.  The right encoding message with the proper channels of promoting the product is important, and the customers are able to decoding the idea and aware it. After the customers have the knowledge of the product, and they are going to like it and purchase it.  IMC is planned with various media to establish promotional and advertising strategy which can be acceptable to the customers and the community.


MUJI is created by the team Ryohin Keikaku Co., Ltd. which is the sender encoding their philosophy of the brand to the receiver; the receiver is everyone. They are targeting the people who like simple life and protect the environment. Everything they do is basic on this brand image which shows people their idea of life and how to protect the whole society; the customers are the member of environmentalist when they can correctly decoding the message.
The MUJI philosophy are simplicity and "lower price for a reason".


So the messages are

Tasty and healthy foods. Comfortable clothing. Household goods that are, above all, easy to use. For Ryohin Keikaku, the materials we use to make such products are of the utmost importance; consequently, considerable attention is given to their selection.

The processes by which each product is manufactured are subjected to carefully scrutiny at Muji. When packaging products, Ryohin Keikaku seeks not to adorn them but rather to highlight their natural colors and shapes. For this reason, we use bulk packaging and place products in plain, uniform containers. http://ryohin-keikaku.jp/eng/ryohin/

For the advertisement, MUJI has its own website with different language, commercial and social network such as Facebook to communicate with the customers, they also have the activity such as the MUJI Award which is a creative idea competition which makes people think about and share the personal view of the environment and life. For the promotion, they have products on sale once a while, and also you can get the coupon by filling out the questionnaire online. Also, the world-of-mouth help MUJI to send out the message.
MUJI is quit competitive because the reasonable price and good quality. Sometimes MUJI will cooperate with famous fashion designer, industrial designer, and architects to create very good quality products. However, the price is still affordable because their idea is that they want to everyone can be the member to protect the environment.
For the noise, there still have lots of different competitors such as IKEA. Also, their don't do crazy sales and advertisement, which means they get other company opportunity to get their target market.