Marketing in Japan Section 2 Part 1 of 3
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Transcript of Marketing in Japan Section 2 Part 1 of 3
Marketing in Japan:Section 2
Part 1 of 3: Marketing in Japan best practices and business insights.
Table of Contents:Page Name: Page Number:Business Practices 3
5 Steps to Marketing In Japan 4How to Launch a Product in Japan 11Tips to Marketing In Japan 28Symbolism in Japan 44
Business Insights 57Hofstede’s Cultural Dimensions 58Business Facts 78Business Etiquette 98Business Differences: US vs. Japan
123
Work Cited 135
Marketing in Japan:5 Steps to Marketing-
Set Goals Learn the Culture
Build Relationshi
ps
Take an Urban Safari
Project Your Brand
Properly
Compiled By author from hawaiibusiness.com
Marketing in Japan:5 Steps to Marketing-
Set Goals:You Need a Plan That Has:
The Commitment to Investment Includes the Following to Match Your Plan:
Time Dollars Resources
Timeline Commitment
Compiled By author from hawaiibusiness.com
Marketing in Japan:5 Steps to Marketing-
Learn the Culture:
Companies use experienced Japanese marketing consultants
Anyone doing business in Japan needs to adjust to the differences in culture
Learn cultural nuances and identify opportunities for your productLearning
The Culture
Helps You:
Discover opportuniti
es
Grow your customer
base
Compiled By author from hawaiibusiness.com
Marketing in Japan:5 Steps to Marketing-
Meet people doing business with Japanese firms as well
as in Japan
Swap success stories
Meet the media
Develop a trusted team of resources
Interpreters who know your brand and
messaging
Translators
Copywriters
Protocol experts
Leverage ‘champions’ of your business for important:
Introductions
Business opportunities
Build Relationships:
Compiled By author from hawaiibusiness.com
Marketing in Japan:5 Steps to Marketing-
Visit Japan to see:• What they are watching on TV or
reading • What types of mobile or
communications devices are they using
• What are their service standards• What do they wear and eat
Visit Establishments to see the culture:
• A trade show• Department store• Luxury boutique• Real estate office• Mobile phone outlet• Supermarket• Convenience store
Take an Urban Safari:
Compiled By author from hawaiibusiness.com
Marketing in Japan:5 Steps to Marketing-
Don’t let the language or
cultural difference
weaken your brand
The goal is to communicate the essence of your
brand
The communication should be done appropriately in
the market
That means:
Understanding trends
Cultural nuances
Accurate copywriting – not just translating
information
Appropriate communications
channels
Project Your Brand Properly:
Compiled By author from hawaiibusiness.com
Marketing In Japan:Launching a Product-
Find a contact to help you
establish a foothold
Establish a representative office before
launch
Manage the complex Japanese
distribution system
Personal touch pays the best
dividends
Connect with the expat
community
Compiled By author from marketingsherpa.com
Marketing In Japan:Launching a Product-1. Find A Contact To Help You Establish A Foothold
Research their industry or product category to find the best opportunities
Brush up on unique aspects of the Japanese business culture
Fly to the country to find potential partners or customers
Some marketers do the
following: Is expensive and time consuming
Results aren’t always positive
This Approach
:
Compiled By author from marketingsherpa.com
Marketing In Japan:Launching a Product-
A better approach is to make arrangements with a business partner who can do the:• Preliminary research • Business meetings for you
Good partner options are: • Japanese accounting firms • Consultant• Marketing • Advertising agency
These firms are well connected in the
Japanese business community and will do
much more than advertised
1. Find A Contact To Help You Establish A Foothold:
Compiled By author from marketingsherpa.com
Marketing In Japan:Launching a Product-
• Conduct market research• Meet with potential
partners and customers• Identify distribution
outlets• Target marketing
opportunities
A Local Partner Can:
Compiled By author from marketingsherpa.com
1. Find A Contact To Help You Establish A Foothold:
Marketing In Japan:Launching a Product-
•Get in contact with companies that have a presence in the country
•See if they can arrange a meeting with a potential local partner
Network with businesses
•Ask for help in finding a consultant or partner in Japan
•Business assistance agents can put you in touch by telephone with potential partners
Contact the Tokyo Chamber of Commerce and Industry
To Establish A Business Contact:
1. Find A Contact To Help You Establish A Foothold:
Compiled By author from marketingsherpa.com
Marketing In Japan:Launching a Product-2. Establish a Representative Office Before Launch
These offices are operated a for six months or a year before launching actual operations in Japan
Having a Representative Office Allows a Company to:
Begin marketin
g
Attend trade
shows
Conduct importan
t personal meeting
sCompiled By author from marketingsherpa.com
Marketing In Japan:Launching a Product-
3. Manage The Complex Japanese Distribution System:
Business has always been conducted based on:
This way of doing business has made it difficult for outside businesses to find partners
Long-term Relationshi
ps
Complicated
Hierarchies
Compiled By author from marketingsherpa.com
Marketing In Japan:Launching a Product-
4. Personal Touch Pays The Best Dividends:
It’s not a good idea to consume your time learning the language
Foreign marketers entering Japan try to learn the language before and during their stays
They Want To Learn So They Can:
Establish Partnership
s
Secure Distributio
n
Compiled By author from marketingsherpa.com
Marketing In Japan:Launching a Product-
4. Personal Touch Pays The Best Dividends:
The early stages of an expansion is a time to focus other aspects of the project not the language
Instead of Language Lessons:
Hire an assistant who speaks your
language well and can be a translator
during the busy start-up phase
Learn a few phrases instead of
the whole language
Compiled By author from marketingsherpa.com
Marketing In Japan:Launching a Product-
5. Connect With The Expat Community:
Besides connecting with local companies, new entrants in the Japanese market can look to foreign companies for assistance
Informal Networking With The Expatriate Community Can Deliver:
Hiring Tips Marketing LeadsIntroductions To
Potential Customers And
Partners
Compiled By author from marketingsherpa.com
Marketing In Japan:Launching a Product-
Top Networking Resources For Expats In
Japan:
The Weekender, an English-language
magazine
The Tokyo American Club, a social club where you
can network with business people
The Yokohama Country & Athletic Club, a sports club founded by British and favored by foreign
workers
Universities such as Sophia University,
International Christian University and Keio
University, Have connections to the
business community
Compiled By author from marketingsherpa.com
5. Connect With The Expat Community:
Marketing In Japan:Tips-
Marketing in Japan can be a tricky prospect for foreign companies:
They absorb many Western influences
Japanese consumers behave differently from their Western counterparts
They also respond differently to marketing materials
Compiled By author from voicebunny.com
Marketing In Japan:Tips-
Accept Changing Realities
Pay Attention To Demographics
Print Still Matters
Build Relationships
Customize Your Website
Compiled By author from voicebunny.com
Contact Us for the Full Presentation:
Mediacontact USA Inc.13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112E: [email protected]
www.mediacontactusa.com
Work Cited: "5 Steps to Marketing in Japan." Hawaii Business Magazine. 2011. Web. 01 Mar. 2016.
<http://www.hawaiibusiness.com/5-steps-to-marketing-in-japan/>. "10 Cultural Contrasts between US & Japanese Companies." Freshtrax by Btrax. Web. 01 Mar. 2016.
<http://blog.btrax.com/en/2010/12/15/10-cultural-contrasts-between-us-and-japanese-companies-a-personal-view/>. "Discover Japan!" : Luck and Unlucky Number. Web. 01 Mar. 2016. <http://discover-jp.blogspot.com/2006/11/luck-and-
unlucky-number.html>. "Here’s What You Need To Know When Marketing To Japanese Consumers."VoiceBunny Blog. 2015. Web. 01 Mar. 2016.
<http://voicebunny.com/blog/heres-need-know-marketing-japanese-consumers/>. "International Business: Marketing in Asia by the Numbers: Numerology Affects International
Business." DeseretNews.com. 2011. Web. 01 Mar. 2016. <http://www.deseretnews.com/article/705394498/Marketing-in-Asia-by-the-numbers-Numerology-affects-international-business.html?pg=all>.
"Japan Business Etiquette, Culture, & Manners." Japan. Web. 01 Mar. 2016. <http://www.cyborlink.com/besite/japan.htm>.
"Japan: It's Better in Color - Tofugu." Tofugu. 2012. Web. 01 Mar. 2016. <http://www.tofugu.com/2012/06/28/japan-its-better-in-color/>.
"Japanese Colors Vocabulary - Learn Japanese Colors Vocabulary." About.com Education. Web. 01 Mar. 2016. <http://japanese.about.com/od/japanesevocabulary/a/Colors.htm>.
"Launching a Product in Japan: 5 Action Points Dos & Donts."� MarketingSherpa.com. Web. 01 Mar. 2016. <https://www.marketingsherpa.com/article/interview/5-action-points-dos-donts>.
Mathers, Cassandra. "What Is the Meaning of Color in Japanese Culture?" EHow. Demand Media. Web. 01 Mar. 2016. <http://www.ehow.com/about_6658499_meaning-color-japanese-culture_.html>.
Martinuzzi, Bruna. "Doing Business in Japan: 10 Etiquette Rules You Should Know." American Express, 5 Aug. 2013. Web. 1 Mar. 2016. <https://www.americanexpress.com/us/small-business/openforum/articles/doing-business-in-japan-10-etiquette-rules-you-should-know/>.
"What about Japan?" Japan. Web. 01 Mar. 2016. <http://geert-hofstede.com/japan.html>.