perceptual map

Shu Uemura only has one stand alone boutique, which is located on Neal St, London. However, the brand has 24 concessions in the UK in perfumeries and department stores. This means they are constantly surrounded by competitors in a highly saturated market.

The perceptual map positions the brands in relation to innovation and service. We consider Shu Uemura's main competitor to be M.A.C due to its innovative range of cosmetics that use an exciting colour palette. Shu Uemura make up has been inspired by nature, science and art and this could be promoted to show the colour range and intricate design.
Laura Mercier uses the same price range as Shu Uemura, but gives a consumer a high level of quality service that can influence them to purchase more and creates brand loyalty. The primary research showed that the majority of consumers wanted good service from a cosmetics brand and the focus group showed how service influenced their decision to buy from that brand and how the consumer stayed loyal to that product. (see appendix..)
Shu Uemura showed good service, when our team visited the store in London. The consultant was there on hand straight away and showed us the range of products Shu Uemura had to offer. When we asked specifically about a product we were shown a range of products and were talked through the products ingredients and the story about depsea water.
For Shu Uemura to target this market and create a loyal customer base the brand needs to show a higher level of service and promote the innovative ingredients in the products themselves.
Shu Uemura can also take influence from Bobbi Brown as the brand uses its professional knowledge of the industry to show how the make up should be applied to look like the consumer has just walked off the catwalk. This service is professional, personal and the consumer is more likely to buy the product range rather than just one product as they have been given the complete look.
Shu Uemura should want to move through the perceptual map to show their innovative products to the consumer in the traditional, Japanese way, whilst giving the consumer a high quality of service that should be expected from any luxury brand.

emma cubs x