[MUJI] [Ch10 Product Concepts]

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Ch10 Product Concepts

When a marketer tries to promote a product, the most important thing is to find the selling point which is the core concept of the good. Before the product goes out to the market, the concept of the product makes the product more completed and understandable for the consumer; concept tells consumer that why, how and what to choose the product which is benefit in their life. In brief, Product concept is the understanding of the dynamics of the product in order to showcase the best qualities of the product. Marketers spend a lot of time and research in order to target their attended audience. Marketers will look into a product concept before marketing a product towards their customers. 

MUJI concept is most important core value for branding; every product is brainstorming from this central idea of MUJI. So, basically, MUJI is selling the concept when they sell the products. The philosophy of MUJI is minimalism and simplicity throughout individual lifestyle and protects the environment, but simplicity achieved through a complexity of thought and design. MUJI’s streamlining is the result of the careful elimination and subtraction of gratuitous features and design unrelated to function. The material and function of the products are eco-friendly. MUJI aspires to modesty and plainness, the better to adapt and shape itself to the styles, preferences, and practices of as wide a group of people as possible. This is the single most important reason people embrace MUJI.

The goal of offering products that excel in quality at lower prices has been achieved by avoiding the waste typical of much product-manufacturing and distribution - in the form of unnecessary functionality, an excess of decoration, and needless packaging. Responding to the perennial consumer demand for reasonable pricing, MUJI has accordingly designed and developed countless successful products. With unique development processes and ongoing exploitation of innovative ideas that always take the consumer’s perspective; they have in many cases re-defined “user-friendliness.”

 http://youtu.be/e6qnjO-3fdk

[Ch17] [MUJI] [Advertising and Public Relations]

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Advertising and public relations

Advertising is one of strategies in Marketing. Advertising presents the image of a brand and  core value of the brand. Advertising is the way to provide the awareness of products in the public and then convince the consumers to purchase them. So, advertising can be many different kind of media or channels establishing the connection between the consumers and the sellers, always crab consumers'  attention.

There are two major types of advertising – institutional advertising and product advertising. The institutional advertising for MUJI is trying to promote their philosophy or concept of lifestyle, and institutional advertising is MUJI’s main course because this is how this brand built up. Besides, the product advertising is for the products in the certain time and supports the idea of lifestyle. When there is new concept coming out, the new shape of products will come out along with. MUJI has environmental consciousness advertising appeal and focus on the simple lifestyle. The idea of MUJI is minimal, low price and environmentalist, so the products will be designed with this concept such as shrink-wrapped T-shirt cubes.

The media MUJI uses are divers. They have direct advertising from the retail store, also, they have print ad. 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.

       Indeed, we barely see lots of advertising, promotions, and bargain sale because Muji emphasizes more about the quality and the philosophy rather than the products, so they seldom do the persuasive advertising. 

[CH.15][MUJI][Retailing]

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[Retailing]

Retailing is really important part in marketing, and retail store is the space for exhibiting the products. Good interior arrangement in the retail store can help promote the products well through the 5 senses. Walking in the retail store, customers can perceive the goods and the brand more completely. MUJI is the Japanese brand not only sells the products but also the concept of lifestyle-simple, Zen and meditation. Actually, MUJI more focuses on the philosophy, so they design the products, the stores, and website as a whole. The material and color of the products are simple and essential; they want to create a minimal and comfortable interior where the customers will enjoy staying in that atmosphere.

Visually, 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 store.

Also, the MUJI products are made by cozy raw material which makes you feel healthy and pure when you touch them.

Beside, recently MUJI has its 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 by the combination of the functionally interior arrangement, pleasing scent, and nice raw materials.

This is all about MUJI lifestyle.

[MUJI]-[consumer decision making]

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Consumer Decision Making

The most important thing after a company establish the brand is how to get your target. 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”.

I feel Muji is really practical and  functional. When you go in the shop, you can find most every thing such as the thing you need for traveling or something for school or office.

Also, on Muji Facebook Website, Laboratory, there is description of the brand and the connection of the life style and products which make the consumers to understand the rand