MUJI Brand Presentation

WHILE EVERYONE IS TALKING ABOUT A BRAND, with their identity, logo,

packaging and other stuffs, how can a brand survive without a brand itself?

BACK to our origins, into the future.

Let’s touch a bit of the history OF MUJI.

They began as a product brand of the supermarket chain

The Seiyu, Ltd. in December 1980.

• They have a slogan call ‘Lower priced for a reason’

• First store opened in 1983.

• 1985 started overseas production.

• 1986 started to place direct factory orders

• 1987 Muji started to develop material globally.

• 1989 Ryohin Keikaku Ltd became the manufacturer and

retailer for all Mujirushi Ryōhin products and operations.

• 1991 1st international store open in London, UK

• 1999 started using the brand ‘Muji’

What so Special About

What so Special About

• Muji is a call to return to simplicity in daily life.

What so Special About

• Muji is a call to return to simplicity in daily life.

• Their primary goal is to ensure customers do

not pay for what they cannot use, hopes to be

a compass always pointing towards the

necessities in life.

What so Special About

• Muji is a call to return to simplicity in daily life.

• Their primary goal is to ensure customers do

not pay for what they cannot use, hopes to be

a compass always pointing towards the

necessities in life.

• Muji  products have limited colour range,

displaying on shelves with minimal

packaging.

What so Special About

• Muji is a call to return to simplicity in daily life.

• Their primary goal is to ensure customers do

not pay for what they cannot use, hopes to be

a compass always pointing towards the

necessities in life.

• Muji  products have limited colour range,

displaying on shelves with minimal

packaging.

• Emphasis on recycling, avoiding waste in

production, packaging.

What so Special About

• Muji is a call to return to simplicity in daily life.

• Their primary goal is to ensure customers do

not pay for what they cannot use, hopes to be

a compass always pointing towards the

necessities in life.

• Muji  products have limited colour range,

displaying on shelves with minimal

packaging.

• Emphasis on recycling, avoiding waste in

production, packaging.

• Products are so simple and affordable that

they do not carry a brand name.

What so Special About

• Muji is a call to return to simplicity in daily life.

• Their primary goal is to ensure customers do

not pay for what they cannot use, hopes to be

a compass always pointing towards the

necessities in life.

• Muji  products have limited colour range,

displaying on shelves with minimal

packaging.

• Emphasis on recycling, avoiding waste in

production, packaging.

• Products are so simple and affordable that

they do not carry a brand name.

• Muji means ‘No Brand’.

What so Special About

• Muji is a call to return to simplicity in daily life.

• Their primary goal is to ensure customers do

not pay for what they cannot use, hopes to be

a compass always pointing towards the

necessities in life.

• Muji  products have limited colour range,

displaying on shelves with minimal

packaging.

• Emphasis on recycling, avoiding waste in

production, packaging.

• Products are so simple and affordable that

they do not carry a brand name.

• Muji means ‘No Brand’.

• They have a ‘No Logo, No Brand’ policy.

WHAT THE BRANDLESS BRAND HAS ACHIEVED.

• 2005 Muji was awarded five gold

product design awards by the

International Forum Design in

Germany.

• Muji no brand strategy, they spend

very little on advertising or classical

marketing, their success is by word of

mouth and a simple shopping

experience.

• Although is a brandless brand but

most of their popular design are well

known established product designer.

• They tend to attract customers that

prefer the unbranded products.

MUJI’s philosophy

Good Price with Reason

Streamlining ProcessEliminate unnecessary manufacturing processes

-Every product is carefully processed

at Muji. If  processes have no bearing

on quality, they are discarded. some

items that do not meet certain

standards of size are turned into

products for sale.

MUJI’s philosophy

Good Price with Reason

Simplification of PackingMinimizing of packaging

-Focusing on true quality. Muji's  manufacturing processes

eliminate waste and reduce costs.

Streamlining ProcessEliminate unnecessary manufacturing processes

-Every product is carefully processed

at Muji. If  processes have no bearing

on quality, they are discarded. some

items that do not meet certain

standards of size are turned into

products for sale.

MUJI’s philosophy

Good Price with Reason

Selection of MaterialsFully utilize the materials and use materials which are discarded by others without good reason

-Muji uses selected materials. Muji uses the most suitable raw

materials. Muji also uses recycled materials that are acquired in bulk

at low cost. Muji ensures that their products are low priced and are

of high quality.

Simplification of PackingMinimizing of packaging

-Focusing on true quality. Muji's  manufacturing processes

eliminate waste and reduce costs.

Streamlining ProcessEliminate unnecessary manufacturing processes

-Every product is carefully processed

at Muji. If  processes have no bearing

on quality, they are discarded. some

items that do not meet certain

standards of size are turned into

products for sale.

PRODUCT RANGE

Strategic Marketing

NO BRANDstrategy

Strategic Marketing

NO BRANDstrategy

• Muji’ s popularity is from word of mouth to mouth, consumers’ experience with simple shopping and the increasing popularity of anti-brand movement.

Strategic Marketing

Muji is adopting ‘Product Extension, Marketing Adaptation’ global marketing strategy.

• In Japan’ s market, Muji is using Cost Leadership for able to offer quality goods at relatively low prices, with production efficiency, streamlined process and minimum advertising.

• In United States and Singapore, Muji is selling uniquely designed products which are valued and superior with premium prices.

NO BRANDstrategy

• Muji’ s popularity is from word of mouth to mouth, consumers’ experience with simple shopping and the increasing popularity of anti-brand movement.

BRAND PERSONALITY

Module

Value

No brand

Natural

Universal

Japanese aesthetics of life

No design

World

Functionalism

User friendly

World communication

human

Creative

Lifestyle

Good price with reasonSimple

Future global consumption

Environmental conscious

MUJI

BRANDING STRATEGY

How to makepeople notice

Muji as a brand?

Style.strength in product design.

Simplicity.the products are easy to use.

Value.ensuring quality products

with costs low.

Uniformity.has a consistent brand identity.

BRANDING STRATEGY

How to makepeople notice

Muji as a brand?

Style.strength in product design.

Simplicity.the products are easy to use.

Value.ensuring quality products

with costs low.

Uniformity.has a consistent brand identity.

BRANDING STRATEGY

How to makepeople notice

Muji as a brand?

Style.strength in product design.

Simplicity.the products are easy to use.

Value.ensuring quality products

with costs low.

Uniformity.has a consistent brand identity.

BRANDING STRATEGY

How to makepeople notice

Muji as a brand?

Style.strength in product design.

Simplicity.the products are easy to use.

Value.ensuring quality products

with costs low.

Uniformity.has a consistent brand identity.

BRANDING STRATEGY

How to makepeople notice

Muji as a brand?

Style.strength in product design.

Simplicity.the products are easy to use.

Value.ensuring quality products

with costs low.

Uniformity.has a consistent brand identity.

BRANDING STRATEGY

How to makepeople notice

Muji as a brand?

Style.strength in product design.

Simplicity.the products are easy to use.

Value.ensuring quality products

with costs low.

Uniformity.has a consistent brand identity.

• Worldwide branding:

◦Unique Brand Identity: as ‘No-Brand” brand

BRANDING STRATEGY

How to makepeople notice

Muji as a brand?

Style.strength in product design.

Simplicity.the products are easy to use.

Value.ensuring quality products

with costs low.

Uniformity.has a consistent brand identity.

• Worldwide branding:

◦Unique Brand Identity: as ‘No-Brand” brand

◦Extension of Brand Philosophy: evolution of product concepts.

BRANDING STRATEGY

How to makepeople notice

Muji as a brand?

Style.strength in product design.

Simplicity.the products are easy to use.

Value.ensuring quality products

with costs low.

Uniformity.has a consistent brand identity.

• Worldwide branding:

◦Unique Brand Identity: as ‘No-Brand” brand

◦Extension of Brand Philosophy: evolution of product concepts.

◦Extension of Product Life cycle: continuous improvement on

products and products change according to lives.

Marketing Segments

Niche Marketing

• Demographic:◦ Age: 20 - 40 years old◦ Income: S$ 2000 and above◦ Profession: Collage and University Students, Young Working Adults, Businessman and

Businesswoman, Housewife.

• Psychographic:◦ Customers who hate supporting corporate logos.◦ People who support Muji’s environmental friendly stance.◦ Consumers who are thrifty and looking for frill-less products.

Competitors.

Competitors.

David Aaker, Vice Chairman of Prophet

• Muji, one of the strongest retail brands in the world, has created its own subcategory. Few brands deliver more emotional and self-

expressive benefits than does the Muji brand. Yet, the Muji brand vision is not to be a brand!! It is the no-brand brand.

HOW IS IT POSSIBLE TO A BRANDLESS BRAND, SURVIVED AS A BRAND?

David Aaker, Vice Chairman of Prophet

• Muji, one of the strongest retail brands in the world, has created its own subcategory. Few brands deliver more emotional and self-

expressive benefits than does the Muji brand. Yet, the Muji brand vision is not to be a brand!! It is the no-brand brand.

• Muji is about simplicity, moderation, humility, and self-restraint. The Muji philosophy is to deliver functional products that strive not

to be the best but “enough.” Enough does not mean compromise and resignation but a feeling of satisfaction knowing that the

product will deliver what is needed but no more.

HOW IS IT POSSIBLE TO A BRANDLESS BRAND, SURVIVED AS A BRAND?

David Aaker, Vice Chairman of Prophet

• Muji, one of the strongest retail brands in the world, has created its own subcategory. Few brands deliver more emotional and self-

expressive benefits than does the Muji brand. Yet, the Muji brand vision is not to be a brand!! It is the no-brand brand.

• Muji is about simplicity, moderation, humility, and self-restraint. The Muji philosophy is to deliver functional products that strive not

to be the best but “enough.” Enough does not mean compromise and resignation but a feeling of satisfaction knowing that the

product will deliver what is needed but no more.

• A visit to a Muji store is an eye-opener. One of the first things you notice is that the clothes are all bland, mostly white or beige and

never bright. Beige works. And there is no logo on the front of the shirt, in fact there is no label at all not even on the inside of the

garment. Why would you want a label? The furniture, cook ware, and office equipment is plain but functional. The designs are

simple but not for some minimalist statement, they just provide what is needed to deliver function.

HOW IS IT POSSIBLE TO A BRANDLESS BRAND, SURVIVED AS A BRAND?

David Aaker, Vice Chairman of Prophet

• Muji, one of the strongest retail brands in the world, has created its own subcategory. Few brands deliver more emotional and self-

expressive benefits than does the Muji brand. Yet, the Muji brand vision is not to be a brand!! It is the no-brand brand.

• Muji is about simplicity, moderation, humility, and self-restraint. The Muji philosophy is to deliver functional products that strive not

to be the best but “enough.” Enough does not mean compromise and resignation but a feeling of satisfaction knowing that the

product will deliver what is needed but no more.

• A visit to a Muji store is an eye-opener. One of the first things you notice is that the clothes are all bland, mostly white or beige and

never bright. Beige works. And there is no logo on the front of the shirt, in fact there is no label at all not even on the inside of the

garment. Why would you want a label? The furniture, cook ware, and office equipment is plain but functional. The designs are

simple but not for some minimalist statement, they just provide what is needed to deliver function.

• The store setting supports the products and the philosophy. The music in the background is soothing. The ambiance is relaxing and

delivers emotional benefits that are very Japanese but also travel well. In essence, Muji is a lifestyle brand without the usual

associated energy. Very different from the loud visuals and sounds that come with Abercrombie and Fitch for example.

HOW IS IT POSSIBLE TO A BRANDLESS BRAND, SURVIVED AS A BRAND?

SO..

CAN A BRAND SURVIVE WITHOUT A BRAND?

YES IT CAN

THE FIRST RULE OF A BRAND IS

BEING DIFFERENT.

WHAT WE THINK MUJI SHOULD DO.

• Make some noise

WHAT WE THINK MUJI SHOULD DO.

• Make some noise

• Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make them more famous and known.

WHAT WE THINK MUJI SHOULD DO.

• Make some noise

• Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make them more famous and known.

• Improve their Catalogue

WHAT WE THINK MUJI SHOULD DO.

• Make some noise

• Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make them more famous and known.

• Improve their Catalogue

• It will be good if Muji can expand their catalogue to the level of IKEA’s.

WHAT WE THINK MUJI SHOULD DO.

• Make some noise

• Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make them more famous and known.

• Improve their Catalogue

• It will be good if Muji can expand their catalogue to the level of IKEA’s.

• Expands the stores

WHAT WE THINK MUJI SHOULD DO.

• Make some noise

• Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make them more famous and known.

• Improve their Catalogue

• It will be good if Muji can expand their catalogue to the level of IKEA’s.

• Expands the stores

• IKEA have two giant stores. It will be great if Muji have it too.

RESources

Aaker, David. Muji-The No Brand Brand. Last revised 13 Jul. 2011. Accessed 17 Aug 2011 <http://www.prophet.com/blog/aakeronbrands/43-mujithe-no-brand-brand>.

Anonymous. Market and Brand Strategies for different Asian Markets. Last revised 15 Jul. 2008. Accessed 16 Aug. 2011 <http://www.slideshare.net/whatidiscover/market-entry-and-brand-strategies-for-different-asian-markets-presentation>.

Anonymous. About Muji. (nd). Accessed 15 Aug. 2011 <http://www.muji.us/about-muji/>.

Anonymous. Muji’s Philisophy of ‘No Brand Quality Goods’. (nd). Accessed 15 Aug. 2011 <http://www.muji.us/about-muji/>.

Anonymous. Muji, No Brand Becomes Great Brand. Last revised 12 Aug. 2008. Accessed 17 Aug. 2011 <http://www.labbrand.com/brand-source/muji-no-brand-becomes-great-brand>.

Anonymous. About Muji. (nd). Accessed 15 Aug. 2011 <http://www.muji.com.sg/about-muji>.

‘Muji’. Wikipedia, the Free Encylcopedia. Last revised 5 Aug. 2011. Accessed 15 Aug. 2011 <http://en.wikipedia.org/wiki/Muji>.

Rusch, Robin D. Muji commonly unique. Last revised 30 Apr. 2001. Accessed 17 Aug 2011 <http://www.brandchannel.com/features_profile.asp?pr_id=14>.

Wei, Ying. Muji: On Strategic Marketing. Last revised 23 Jul. 2009. Accessed 16 Aug. 2011 <http://yingweitan.wordpress.com/2009/07/23/muji-on-strategic-marketing/>.

THANK YOU.