Meet the Tokyoesque Team Natalie has a background in Japan
market research preparing qualitative and quantitative insight with
Nielsen and Asian Consumer Intelligence after working in Tokyo and
studying at Waseda University. Originally coming from Silicon
Valley, and having obtained her MSc in Global Media &
Communications at The London School of Economics, she now heads up
the UK arm of software development company NielsenAsian Consumer
Intelligence ioet LTDioet LTD. Natalie Meyer CEO and Founder Joanna
has a degree in Japanese Studies from Cambridge University and a
background in journalism (The Times Tokyo Bureau Chief 1989-1994).
She is currently a business consultant specialising in Japan, a
trustee of the Great Britain Sasakawa Foundation and a director of
Somerset House Trust.The Times Joanna Pitman Tokyoesque Partner
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Japan can certainly be a lucrative market, opening the door for
further opportunities in the rest of Asia. If youre looking to sell
your products and services to a nation that values quality and
luxury goods, then Japan is a great choice. There are several key
aspects that youll need to consider when making plans to enter the
Japanese market. The aim of this guide is to give you an idea of
the range of services you can expect to receive from the Tokyoesque
team relevant to your unique business plan. We want to be your
partners in unlocking the potential of Japan for your brand. We can
assist you in one or more of the following areas: 1.Market &
Industry-specific research 2.Distribution / Shipping 3.PR and
marketing 4.Access to Sellers in Japan 5.Localisation Intrigued by
what Japan has to offer? So are we! 3
Slide 4
Stages of Entry 4 Have a product ready to sell Research target
market & Find Buyers in Japan Find a Distributor Set your price
Hire a PR Company
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5 You may start out thinking that you want to represent a range
of products in Japan. But its worth remembering that often
department stores and shops will have limited showcasing space for
one brand. Think carefully about your top- performing product(s)
and then find out whether it will resonate with Japanese consumers
as well as it does elsewhere. Maybe another product you have in
your range will perform better within Japan? Why not come up with a
brand new idea especially for the Japanese market? 1. Product
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6 Since you can never be 100% sure that your product will
succeed in Japan, you will probably want take your initial ideas
about the Japanese market for a test run. Commissioning focus
groups with consumers and / or buyers can generate interest at the
same time as testing how well your product(s) will go down in
Japan. For example: new, innovative, eye- catching and colourful
products go down well in Japan as do organic ranges. 2. Testing 3.
Pricing Ensuring that all stakeholders get a fair and manageable
share of the profits is vital, so you need to agree on the perfect
pricing structure. Consider that retailers can buy goods at 60% of
the Retail Price, wholesalers at up to 45% of the Retail Price and
then Distributors have to take a fee as well. Therefore, one aspect
to consider is finding a Distributor/Wholesaler to reduce costs.
Remember that the customer is the one who will be paying the final
marked-up price, so youll need to satisfy them too.
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7 4. Distribution 5. PR Finding a good distributor in Japan
should be one of your top priorities in Japan. Developing a good
long-term partnership with the right company will ensure that the
process runs as smoothly as possible. Finding distributors can be
challenging, but there are a number of UK trade shows that offer
exposure to Japanese companies looking to do business with the UK
and Europe. It is a good idea to have a consultant to guide you and
show you how things work in Japan. Your initial PR strategy may be
based on Market Research findings, but youll need a company who has
your best interests at heart. Making sure that you have covered all
bases is the job of any good PR firm. Local knowledge and
experience with similar brands will put you in good stead. Youll
find plenty of English- speaking professionals too, which will be
indispensable for business.
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So How can Tokyoesque Help? 8
Slide 9
Industry Research Were sure you know your industry like the
back of your hand, but its important to constantly be aware of the
trends happening in different markets in order to readily identify
untapped opportunities to expand or fine- tune your regional
business plan. At Tokyoesque, we like to keep ourselves informed
about the latest Japanese trends and news, as well as understanding
how they fit into a global context. Because were curious about what
makes consumers and buyers tick in Japan, we want to channel that
sense of curiosity into everything we do. And we will do that with
rigour and commitment to you. We can report on the following Key
characteristics of the Japanese market Analysis of key competitor
performance in the Japanese market (domestic and international)
Latest market data Information about industry events relevant to
your brand Price comparison 9
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Market Research Tokyoesque have dedicated research partners who
we work alongside to help provide answers to initial or existing
business ideas about Japan. We can assist you in developing
targeted questions and a solid interview guide so that our
researchers can obtain the best insights possible. Our team will
then analyse the findings and pull together an actionable report,
specifically tailored to your needs. We can provide this as a more
comprehensive report in conjunction with industry research, or
simply as a stand-alone option. Tokyoesques Custom Solutions
1.Japan (Osaka, Tokyo) Business decision makers / Local consumers
2.London Japanese expats (Japanese mothers, overseas employees,
students etc.) 10
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Distribution The Japanese market can be quite complex to
navigate through for foreign brands looking for distribution in
Japan - there are a number of points to consider before making a
move. For example, you will need to think about 1.Whether
intensive, selective or exclusive distribution is right for your
company 2.Locating the channels which would give your products the
most exposure to your target market 3.How long the distribution
contract term will be Tokyoesques Custom Solutions -Facilitate
introductions with distributors relevant to your industry in Japan
-Conduct shop tours in Tokyo to impart local knowledge and find
best outlet for your products -Assist with any queries you may have
during your trips to Japan 11
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PR & Marketing Ultimately, just securing a distribution
channel alone isnt going to raise much awareness of your brand
value in the bustling Japanese consumer market. Thats where local
PR and Marketing companies can help you to build a unique brand
story. Tokyoesques Custom Solutions -Introduce you to PR
professionals with experience working with your industry. -Give you
unbiased practical advice ourselves on tips to market your products
in Japan. -Organise a tour of Tokyo + meetings in Japan with
PR/Marketing professionals Japan is overflowing with advertising
messages, so as a foreign brand it is particularly important to
distinguish your brand with a unique and appealing story. But what
works in the UK, Europe, the US or elsewhere might not necessarily
always reach your audience in Japan. 12
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Localisation Localising your product(s) can mean much more than
simply direct translation from English into Japanese. Communicating
understandable language is one thing, but communicating in a
culturally acceptable way is also important. The Tokyoesque team
are all fluent Japanese speakers and can help you to formulate
clear and concise copy that will engage Japanese consumers in the
long term. We can also discover ways that you might be able to
partner with local Japanese companies to align your brand message
with an already well- established one? What works in China, India,
Korea or Thailand, for instance, may not work in Japan due to
subtle underlying cultural nuances, so its useful to understand
those differences and see how you can integrate them into your
approach without losing your brand identity! Contact us to discuss
your localisation needs, and we will tailor a package just for you.
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For anything else Just ask E-mail:
[email protected]@tokyoesque.com Phone: +44 (0)77 4214
5578 Twitter: @Tokyoesque 14