마케팅 하버드 비즈니스 스쿨 Toto 사례분석(영문)

마케팅 하버드 비즈니스 스쿨 Toto 사례분석(영문)

[마케팅] 하버드 비즈니스 스쿨 Toto 사례분석(영문).ppt

목차 About TOTO Ltd TOTO Ltd in Japan Distribution Generating awareness and trial Competitors in Japan TOTO Ltd in U.S.A Opportunity Product innovation Distribution system Selling the Washlet Strategy for attachable Washlet Competitors in U.S I S S U E 본문 Trial-period promotion After people get awareness, they needed to try it before deciding to buy one. To make trial, plumbers storefronts equipped with a Washlet, so that plumbers could invite people in the community to see and experience it. Enabling consumers to return the Washlet if they were unhappy with it. Inax was founded in 1924 as a manufacturer of bathroom tiles. Launching first bidet-toilet in 1967. The second -largest manufacturer in the overall bathroom / kitchen faucet market in 2007. Reaching a 14% share of the bidet-toilet market by 2004. Focused on an easy-to-install bidet-toilet product, not require a plumbers assistance. Selling the Washlet in the U.S. TOTO began selling the integrated Neorest Washlet in 2003. Washlet sales had grown at a double-digit rate between 2000-2007.  But, Washlet sales were less than 5% of TOTO USAs total business. Overall Sales in Washlet were 25,000 units. And Whole sale grew for 7 years. But, Attachable Washlet sales were only 1,250 units. 본문내용 OTO Ltd in U.S.A Opportunity Product innovation Distribution system Selling the Washlet Strategy for attachable Washlet Competitors in U.S I S S U E About TOTO Ltd TOTO Ltd. Established in 1917. Vision Disseminate new hygienic living customs throughout the country. Introducing flushing toilets when Japan still lacked a sewage system. By 1980, the penetration rate of sewage was close to 50% Ab