Recently, MUJI hold a activity to let customer design product by themselves, which means “ user-driven” product (Nishikawa, H, Schreier, M & Ogawa, S 2012). This product is popular in market. But, why MUJI produce “use-driven” product? It is conclude from their marketing evaluation. According to that, they find the problem, change the strategy to overcome it. Marketing metrics is a way to assess the marketing performance, telling the marketer where to improve and how to action in the future. It include six part and now to discuss.
Firstly, choose Hong kong as a example, in 2012, Japan’s average income is $34510, ranked 5. Hong Kong is $ 25430, ranked 15 (ZHOU N, 2016), but Hong Kong’s MUJI price is higher 50% than Japan. Big price different will damage the brand image. On the other hand, compare with IKEA, same file box in IKEA is $35, but in MUJI is $50 (ZHOU N, 2016). The products do not have price competitive advantage. However, MUJI’s profit is 10.8% which is twice higher than average degree because of the higher price. In the future, MUJI can choose labour intensive country to produce product, decrease cost and selling overseas in lower price.
According to the research, about 60.3% customer go to MUJI 11 to 20 times a year. 46% is consume $500 to $1000 (National Chiao Tung University, 2015). In 63 samples, 23 people bought the product, 8 people just look around. After that, 88.9% people will buy MUJI again. About 58.7% is satisfied with the product and service (National Chiao Tung University, 2015). The questionnaire reflect customer is satisfied, but MUJI still need to make advertise to attractive more customer.
In Hong Kong, there is a questionnaire about MUJI. For product, people choose them because it simple design and quality (ZHOU N, 2016). For price, 66% people think it reasonable but do not cheap (ZHOU N, 2016). For the promotion, most of the customer said they know this brand from their friends. Some of them, even never heard about MUJI, it shows the publicity of MUJI is not successful. MUJI’s most of the customer is typical internet user. So MUJI need put more invest on internet media advertise.
marketing activity metrics
MUJI is provide different activities, Firstly, different theme in different dates. For example, in 2014, mother’s day. MUJI hold a MUJI MAMA competition. In addition, if customer consume more than $300, they can get a free photo (ZHOU N, 2016). it can stimulate consume. Secondly, MUJI had award to customer who design a creative product for them. Thirdly, MUJI had Integral card. In Hong Kong, buy $100 can get $5 reward (ZHOU N, 2016). However, MUJI is lack of discount to stimulate customer.
physical availability metrics
Also choose Hong Kong as example, according to the questionnaire, customer think it is not convenient for them to buy MUJI product (ZHOU N, 2016). So MUJI need open more branches in different area
customer profile metrics
MUJI’s customer major is 20 to 40 years old. It is include, students, young worker, and housewife (Tangara N, 2011). Most of them dislike logo, and prefer simple product. So MUJI’s target customer is middle to high income people.
From what has been discussed above, MUJI had success marketing position, and flexible fit the market with good quality. However, the overseas price is too high, so MUJI need control the cost, set factory in China, or rent the store in country side, and decrease the physical distribution cost. MUJI also need discount to stimulate customer and put advertisement on internet to promote sales.
National Chiao Tung University, 2015, Why do customer love MUJI, National Chiao Tung University, retrieved 15 May 2016, <http://www.ebc.nthu.edu.tw/StudentProject/NTUTProject/Projects/Others/Why%20do%20customers%20love%20MUJI/Why%20Do%20Customers%20Love%20MUJI.pdf>.
Nishikawa, H, Schreier, M & Ogawa, S 2012, International Journal of Research in Marketing, ARTICLE IN PRESS, retrieved 15 May 2016, <http://portal.idc.ac.il/en/main/research/ijrm/documents/nishikawaschreierogawa.pdf>.
Tangara N, 2011, MUJI Brand Presentation, SLIDE SHARE, retrieved 15 May 2016, <http://www.slideshare.net/nicotangara/muji-brand-presentation>.
ZHOU N, 2016, Market Research MUJI, SLIDE SHARE, retrieved 15 May 2016, <http://www.slideshare.net/NanSebastianZhou/market-researchmuji>.
Name: SHUANCGHEN HU
Student ID: 214295999