'Hello Kitty': A Japanese Superbrand |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Background
In 1962, Tsuji started selling a line of slippers that had the picture of a strawberry on them. These slippers went on to become a huge success and gave a boost to Tsuji's struggling business. Tsuji realized then that consumers were more attracted to items that had been embellished with some design or character. He was later quoted as saying, "If you attach added value or design to the product, they sell in a completely different way."
7] The YSC did not actually manufacture any of these products. The manufacturing was contracted out to smaller companies, and YSC concerned itself only with the marketing of the products. |
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