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The New Japanese Way: Downmarket
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Jaapanese companies like Nissan and cosmetics maker Shiseido moving to lower priced products to market to price conscious Japanese consumers and to growing middle class in other Asian countries.
Marketing at low price points away from large cities in developing countries.
10/17/2006
P&G (Procter & Gamble), Walmart in Mexico, Cadbury and Lever Brothers in India, are some of the many companies looking for growth in smaller towns and villages of developing countries.
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P&G (Procter & Gamble) new focus on developing country markets.
12/12/2009
The shift in a big way to focus on developing countries comes with new CEO MacDonald. This brings new challenges in going into villages, educating users, marketing at very low price points and small quantities such as shampoo packets the price of an egg, competition with established local brands and with Colgate and Unilever which have a long history of being in developing countries.
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Japan's consumer market shifts to thrifty buying and discount stores do well.
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Cheap is fashionable and price is No 1 on people's minds.
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The experience of Nestle and other consumer product companies selling at low price points.
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Tide Turns 'Basic' for P&G in Slump
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Safeway Shifts Tactics in Grocery Price War
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Japanese companies coming up with lower priced products for local and Asian markets.
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The New Japanese Way: Downmarket
Wall Street Journal 08/05/2010
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