Muji presentation 1

Brand Image-board Haozhe(Stan) Li http://haozhe.li

Ryohin Keikaku Co.,Ltd. (株式会社良品計画 Kabushiki-gaisha Ryōhin Keikaku) Muji (無印良品 Mujirushi Ryōhin) Visual Identity: Logo, Color

NO BRAND QUALITY GOODS

SELECTION OF MATERIALS

PACKAGING

natural design, simple products reasonable prices, high quality complement today’s lifestyles

considerable attention most suitable raw materials recycling unused materials

not to adorn highlight natural colours and shapes conserve resources, reduce waste

Visual Identity: Character, Functionality

Target demographic segment consumers in their 20s and 30s

7256

8000

New York

7000 Italia Singapore Korea

6000 MUJI Cafe

5000 4000 3000 2000 1st store

1000

concept store Tokyo

1st oversea store London flagship stores

Clothes Established

0 1980 40

1982

1984

1986

1989

1991

1993

1995

1998

2002

2005

2007

History of MUJI: from 40 to 7,000

Stationery Products

Stationery Products

Stationery Products

MUJI

Poppin.

MOLESKINE

Japan, 1980

United States, 2009

Italy, 1997

“No Brand Quality Goods”

“Work Happy”

“The Legendary Notebook”

Raw material, good design, quality, functional, environment

Great design, vibrant colors, exceptional customer service

Culture, travel, memory, imagination and personal identity

Product Positioning Chart

Luxury Basic Weak Expensive

Limited

Affordable

Broad

Durable

Brand Positioning Chart/ Attribute Star Chart

Fine

$49.95

$29.95 $15.95

$16

$8.95 $8.95 $6.50 $14 $14.95 $5.5 $4.95 $5.95 $3.75 $2.25

$3.5

$1.5 $1.5 $1

$1

Basic

$10

$100

Product Positioning Chart/ Product Price Dot Chart Pen

Fine

$49.95

Luxury Expensive High-end

$29.95 $15.95

$16

$8.95 $8.95 $6.50 $14 $14.95 $5.5 $4.95 $5.95 $3.75 $2.25

$3.5

$1.5 $1.5 $1

$1

Basic

$10

$100

Product Positioning Chart/ Product Price Dot Chart Pen

Fine

$49.95

Separated Basic and in bulk High-end and in single

$29.95 $15.95

$16

$8.95 $8.95 $6.50 $14 $14.95 $5.5 $4.95 $5.95 $3.75 $2.25

$3.5

$1.5 $1.5 $1

$1

Basic

$10

$100

Product Positioning Chart/ Product Price Dot Chart Pen

Fine

$49.95

Across the scale Reasonable prices Functionality Fine made

$29.95 $15.95

$16

$8.95 $8.95 $6.50 $14 $14.95 $5.5 $4.95 $5.95 $3.75 $2.25

$3.5

$1.5 $1.5 $1

$1

Basic

$10

$100

Product Positioning Chart/ Product Price Dot Chart Pen

$1.25

$1.5

$3.75

$3

$3

$1

$4.75

$6.25

$4.95

$6

$7

$6.5

$8

$12.95

$13.95

$6.75

$9

$14.95

$10

$9

$18.95

$12

$19.95

$13

$21.95

24.95

$25

Product Positioning Chart/ Product Price Dot Chart Pen

Luxury, Expensive, High-end Technology innovation

$1.25

$1.5

$3.75

$3

$3

$1

$4.75

$6.25

$4.95

$6

$7

$6.5

$8

$12.95

$13.95

$6.75

$9

$14.95

$10

$9

$18.95

$12

$19.95

$13

$21.95

24.95

$25

Product Positioning Chart/ Product Price Dot Chart Pen

Vibrant, Playful

$1.25

$1.5

$3.75

$3

$3

$1

$4.75

$6.25

$4.95

$6

$7

$6.5

$8

$12.95

$13.95

$6.75

$9

$14.95

$10

$9

$18.95

$12

$19.95

$13

$21.95

24.95

$25

Product Positioning Chart/ Product Price Dot Chart Pen

Affordable, Basic, Raw Environmental friendly

$1.25

$1.5

$3.75

$3

$3

$1

$4.75

$6.25

$4.95

$6

$7

$6.5

$8

$12.95

$13.95

$6.75

$9

$14.95

$10

$9

$18.95

$12

$19.95

$13

$21.95

24.95

$25

Product Positioning Chart/ Product Price Dot Chart Pen

Raw, original, natural, quality

Vibrant, playful

Luxury, high-end

Affordable price, across the scale

Inexpensive and middle range

Expensive

Environmental friendly

Inexpensive products in bulk

Technology Innovation

Conclusion & Insight

Retailers

Design

No Brand

Mujiers

MoMA Design Store Central Department Store Alshaya

Manufacture

Quality Goods

Interactions

Manufacturers

Marketing

Logistics

Mass Market

Design contests Design your own t-shirt

Selection of Materials Packaging

Consultants Designers

People

Retail Stores

Designers, Sales

Product

Parter Stores

High quality, good design

MoMA Store

Brand

Online Store

The “No Brand� Brand

Production

Retail Stores

Manufacture, transportation, storage

Human Resources Designers, Sales

Apps in App Store

Marketing

Business Model Canvas

$1.25

$1.5

$3.75

$3

$6

$4.75

$7

$1

$9

$8

$3

$6.5

$6.25

$4.95

$12.95

$13.95

$10

$6.75

$9

$14.95

$12

$18.95

$13

$19.95

$21.95

24.95

$100

Product Positioning Chart/ Product Price Dot Chart Pen