Shokubutsu Case Study Statement
The personal care industry is highly developed, with extensive number of big players in the saturated market. However, that does not prevent new entrants targeted at niche segments from entering. These new entrants are able to better meet and accommodate to the needs of their target market. A majority of personal care products offered by well-established companies could be easily replaced by its other new competitors at a low switching cost. Therefore, in order to remain competitive, Shokubutsu (Singapore) has to quickly adapt to the upcoming trends of the industry.
To begin with, there is a significant increase in consumers’ social responsibility and environmental awareness. Next, dependency on technology sees a sharp growth among millennials. The above consumer trends highlighted in this report will assist in the potential development of Shokubutsu’s brand direction.
Firstly, the next generation of consumers have grown considerably to become mindful of the environment and their personal social responsibility. According to Euromonitor International (2012), consumers’ expressive endorsement for brands that advocate sustainable and ethical production, is an indication of development in compassionate and
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One potential line of actions Shokubutsu can take is by studying the possible biodegradable alternatives to plastic packaging and unifying this idea with a probable development of travel-size body/facial foams. The combination of biodegradable packaging and travel-size products will most likely entice consumers who are keen on traveling to other countries for eco-tourism. Additionally, Shokubutsu can expand their target market to include local hotels rated as “eco-friendly”, which primarily appeals to socially responsible guests. These guests may also be inbound eco-tourists traveling to Singapore to explore our green
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