Integrated Marketing Strategy
CONTENTS Aims and Objectives 7 Introduction 6 Creative/Commercial Rationale 14 SWOT Analysis 12 Research Summary 8 Creative Outcomes 16 Target Consumer Profile 13 References 21
INTRODUCTION
Muji is a Japanese born retailer and brand that offers products with simple, minimised design which is related to the aesthetic of ‘su’ meaning unadorned or plain. (Muji, n.d.) The success of Muji in Japan stems from their no brand philosophy and the consumers need for more sustainable, useful products at an affordable price point.
“No-brand, higher quality and low priced with a reason”.
AIMS & OBJECTIVES
• Expand product range using the trend ‘Beautiful Impermanence’. The brand identity of Muji is simple and quintessentially Japanese which links to the roots of the trend.
Experiment with experiential retail via a pop-up store featuring new collection of Muji’s popular products, inspired by the trend and a workshop for mending broken Muji products (vases, plates, bowls) with Kintsugi technique.
• A space which allows user to design chosen product (existing Muji merchandise) with an interactive screen creating their own piece which they can send to a 3D printer within the store. (Speeds up conventional, time-consuming pottery process into an almost instant one).
RESEARCH SUMMARY
Primary Research
Conducted interviews to understand peoples’ attitudes towards the brand MUJI and their opinions on what technology they would like to see instore to enhance their retail experience. Interviewees varied in ages and occupation to give a better overall finding.
Name : Hannah
Age : 19
Occupation : Student
What comes to mind when I say Muji?
“I think here in the UK anyway Muji is well known for their high-quality stationary. I wouldn’t really associate Muji with furniture or home [products] as much. You don’t really see them on advertisements either, so I find it a bit hard to relate to.”
Do you think new technologies (for e.g. 3D printing, augmented or virtual reality) adds to the store experience? What kind of technologies have you experienced in a store?
I think it would add a wow factor. Especially really new technology which hasn’t hit the mainstream, I mean like you wouldn’t buy it personally for your house, so it would be great to experience it in a store.
Have you ever been to a pop-up store? What was your experience?
I’ve been to the ‘Models Own’ pop up at Meadowhall. It’s a cosmetic brand and the store was in the shape of a nail polish bottle. I thought the design was very creative and eye catching and it’s the only reason I decided to check it out. The space was small but used very well to display the products.
Name: Shereen
Age: 30
Occupation: Secondary School Teacher
What comes to mind when I say Muji?
Japanese lifestyle brand. Like Ikea but much more minimal in design. Has a very stripped back appearance.
After having browsed the website, would you shop there?
I like how minimal and non-invasive the online store is. Its clearly organised and easy to navigate. The colours used are muted and adds to the whole minimal concept they’re going for. It would be beneficial if they offered a collect in store service and had more physical stores in the North of England as they are too concentrated in London.
Name : Jessica
Age : 25
Occupation : Manager of Supermarket Chain
What do you know about Muji? What comes to mind?
I have been to the Birmingham store quite a few times. I do like the practical products they have and the simple designs, but furniture was a little pricey. Compared to Ikea they’re a bit expensive overall. I would only really spend on limited edition items because it’s a novelty. I do like their eco friendly ethos.
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RESEARCH SUMMARY
Secondary Research
Gathered research on consumer behaviour via Mintel reports. The research supports the idea of a popup store and the use of AR technology in a store environment.
32%
Find
Use
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4.4% 25’s 64%
Spending on home interior
that additional in store services make shopping more enjoyable
a smartphone to buy fashion
Said they would use AR in store POP UP STORE Reasonsforshopp ingatpop-up Seasonalp roducts Unique p ro ducts or serv ices L o c a l i s e d a s s o r t m e n t s Conveni ence
Fun experience 61% 34%
900M AR enabled devices by end of 2018
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Prefer to shop stores that offer AR 61% 39% 36% 33% 30%
SWOT ANALYSIS
Strengths
• Muji’s strong visual aesthetic, eco-friendly and sustainable practices make for a strong brand identity and a positive consumer perception of the brand. This results in higher brand loyalty and ability for existing consumers to buy into new collections/features introduced by Muji
• High quality, ‘Made in Japan’ identity
Opportunities
• Incorporate the latest technology to increase engagement of desired consumer base
• Expand clothing range into trendier items to attract generation Z and millennials. Consider the use of ‘Beautiful Impermanence’ trend for a limited-edition clothing line
• Consider sourcing and manufacturing locally to reduce overall cost
• If the pop-up store is successful, Muji could consider incorporating those features into their flagship stores
Weaknesses
• Have a very limited clothing range which could discourage generation Z or millennial shoppers who are fashion conscious
• In the UK Muji prices are considerably higher than Japan due to import cost thus becomes out of reach for younger consumers. This could reduce sales from intended target consumer
• Has low engagement with its consumers as they do not use aggressive marketing strategies as it goes against their brand values. Instead word of mouth is relied on (Lau, A. 2014)
Threats
• Retail competitor Ikea has a head start in AR technology and have a strong customer base in the UK which could threaten Muji’s foothold in the market
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TARGET CONSUMER PROFILE
Name: Sasha
Age: 32
Demographic : Upper Middle Class
Occupation: Art museum curator
Income : £35,000
Lifestyle
Has a minimalistic approach to life and style. Lives by an eco-friendly ethos and opts for sustainably designed products wherever possible. Tries to maintain a clean, stripped back, home environment purchasing only functional products to simply her life and declutter space. Dislikes mass production and materialism.
Hobbies
Likes the outdoors and spends a lot of free time in nature for her wellbeing. Enjoys collecting unique art pieces, inspired by Japanese Wabi Sabi, for personalised home décor. Likes to read about Buddhist philosophies to enrich her life.
Photo Credit: Ellie Smith
CREATIVE/COMMERCIAL RATIONALE
As previously outlined, the main strategy is to raise consumer interest through the opening of a pop-up shop. This enables engagement of existing consumers and new consumers.
Muji’s UK social media platforms i.e. Instagram, Facebook, Twitter, show low engagement compared to its global counterparts so increasing interactions online towards its UK consumers is something Muji must focus on.
Using Instagram’s stories feature would be an effective method of communicating the pop-up event and creating a ‘buzz’. Furthermore, short clips uploaded to @UkMuji on days leading up to the event can add to customer anticipation and engagement.
The main features of the pop-up store will be:
• Customisability via instore 3D printer with touchscreen interface for full design control. This bridges the gap between traditional pottery processes and modern, instantaneous design.
• Experiential capability through ‘Kintsugi’ workshop, where the inspiration for the collection comes to life via real life demonstration of ancient technique by kintsugi craftsman. This reinforces brand authenticity and customer engagement.
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Kintsugi craftsman Customer
Workshop
Makers House - Burberry
Kintsugi Workshop Ideation
Birds Eye View of Work Space
14 CREATIVE OUTCOMES Textiles scimareC 3 D Pr inte r Wi n d ow Po d iu m fo r cera m ic s Co u nter Entrance Exit ‘Kintsugi’craftsmanshipworkshop In tera ct i ve s c re e n HouseholdItems Muji Pop Up Floor Plan Key Cracks on pottery projected onto physical product Customer Flow
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Muji Pop Up Interior View
Exterior
View Transparent LCD touchscreen
Shelving for
3D Printer behind screen
products Entrance Podiums for ceramic pieces
CREATIVE OUTCOMES
Touchscreen Interaction
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This application allows the customer to design their own product via an interactive window installed in front of the 3D printer. This is intended to translate the time-consuming process of ceramic making to an almost instant one. The 3D printer that will be used is the DeltaWASP, a ceramic printing machine. This device has not been used in a commercial setting, so it will be a first of its kind. A limitation of this process is that once printed the product must undergo firing.
App Interaction URL
https://xd.adobe.com/view/5cb45ac6-4081-4d585c20-e2000c4fe132-2a85/
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REFERENCES
Muji, (n.d.) About Us . Retrieved from: http://www.muji.eu/pages/about.asp?LAN=UK&S hopSel=y&scrn=1475&wndw=1475&PT=29
[Photo] Muji Store Vancouver. Retrieved from: https://www.retail-insider.com/retail-insider/2017/8/muji-metropolis-at-metrotown-vancouver
Lau, A et al. (2014). A Muji and Ikea Brand Audit. https://mujikea.wordpress.com/ category/brand-audit/
[Photo] Makers House - Burberry. Retrieved from: https://www.dezeen. com/2016/10/10/burberry-new-craftsmen-makers-house-fashion-craft-exhibition-london-design-festival-2016/
Research
Leelapanyalert, K et al. (June 2017). MUJI as a sustainable brand. Academy of Asian Business
Steimer, S. (2017). The Magic of Pop-Up Shop Marketing. https://www.ama.org/ publications/MarketingNews/Pages/magic-of-pop-up-shop-marketing.aspx
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Zainab Shah-Jehan
Sheffield Hallam University
Fashion Management & Communication
Level 5 Module 2: Communication and Emerging
Media