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the case of @cosme
- 1. Opinion Leadership and Culture among youth in Japan The case of @cosme
- 2. The concepts of Opinion Leaderships and Culture
- 6. An external influence Internal Source External Source + = Consumer Decision Experience, Knowledge, Memory Opinion leaders, Reference groups, Family, Social class, Culture
- 9. What is “@cosme”? WOM based SNS website (especially about cosmetics ) Only in Japanese 200 million PV/month Advertise Selling Research Organize cosmetics community on website 1,350,000 members
- 11. Who are their target? Mostly young women who are interested in cosmetics
- 12. “ @cosme’s 3 key features” ① WOM based ranking
- 13. “ @cosme’s 3 key features” ②WOM based search engine Product picture Comments Rank by ★★★ Link to the online store of @cosme (come.com)
- 14. “ @cosme’s 3 key features” ③ Free question asking wall As there are 2,800,000/month unique users ask answer Get some points that can use for receiving samples of products
- 15. Also @cosme sells products web real Convenience stores
- 16. ＠ cosme thanks festa Experience professional make up Get some samples Specialists’
- 17. Marketing Mix Product Place Promotion What makes @cosme attractive? Price
- 24. What are the specificities of Japanese Youth Market?
- 25. Dominant Japanese Youth consumer traits Loyalty to brands => Group Conformity Status => Desire to be recognized Trendy => Technology =>Sophisticated Powerful word of mouth => Collectivist attitude Conspicuous consumption => No responsibility + disposal income
- 31. What does @cosme say about the Japanese Youth consumers?
Editor's Notes
- 484
- 452
- Direct, non-marketing information sources are assumed to provide ‘unbiased’ information tailored to the decision maker’s needs. Direct, marketing sources such as a salesperson may be perceived as providing information that will benefit the sales person more than the consumer p.454
- Short PLC Importance of product recognition by others Word of mouth Consumption = Status They have already has fulfilled needs -> new needs must be created by marketers (consumers are no longer seeking to fulfill needs. Need recognition must be created by compa)
- "Hip-Hop Japan: Rap and the Paths of Cultural Globalization," by Ian Condry