2023 Volume 30 Issue 2 Pages 87-96
This paper compares the market segmentation strategies of Shiseido and Kanebo, two of Japan's leading cosmetic companies, in the 1990s, focusing on pricing. The results reveal that Shiseido had maintained its first place in the domestic cosmetics market by developing market segmentation strategies with its wide price range, aiming to attract various consumer segments, in an age when changes in the social environment, such as the collapse of the bubble economy and the increase in the number of female employees, affected consumer awareness.
Kanebo, on the other hand, concentrated on setting prices to meet specific needs that were in high demand at the time, and succeeded in acquiring consumer segments that Shiseido could not, and was able to maintain its third place in the domestic market share throughout the 1990s.
