Publications
Publications
- May 2020
- HBS Case Collection
Shiseido: Reinvesting in Brand
By: Jill Avery
Abstract
Teaching Note for HBS Case No. 519-026. Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing that had led to a vicious cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four strategies: 1.) increasing R&D spending from 1.8% to 3% of sales, 2.) investing an incremental ¥120 billion in brand-building marketing, 3.) moving to a “think global-act local” matrixed brand management structure, and 4.) rethinking brand portfolio strategy, be enough to achieve aggressive 8% per year sales goals while simultaneously increasing the company’s operating margin from 8% to 10% in the highly competitive and slow growing beauty industry?
Keywords
Brand Management; Marketing ROI; Brand Portfolio Strategy; Growth Strategy; Marketing; Marketing Strategy; Brands and Branding; Growth and Development Strategy; Beauty and Cosmetics Industry; Consumer Products Industry; Japan; Asia
Citation
Avery, Jill. "Shiseido: Reinvesting in Brand." Harvard Business School Teaching Note 520-116, May 2020.
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