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Case study is an appropriate technique when you start a research.This article is studied as a case from the Shiseido,KAO&KANEBO and L'Oreal company.As for the existed questions in Japanese cosmetic market,the Shieido who accout the biggest market share had proposed a stragegy---mega brand in 2005,in order to cultivate strong brand and top share in hair care or make-up,etc.individual field,they will propagate to concentrate on specific brand.Meanwhile,enterprise used the mega brand strategy which accounts smaller market has more efficiently revenue,so that KAO&KANEBO company also carry out this strategy actively.However,L'Oreal company who account biggest world's cosmetic market share played a multi-brand strategy to meet the needs of different consumer as well as occuping greater market share.
According to the study of above cases,we should get to know their background,operation mode,advantages and the henceforth task for strategy for different brand,studying and understanding how to achieve the market and how to keep a company's continued suvival through the management of cosmetic brand(products).