Japan's marketing style has actually undergone a process of change, in line with the concept of kaizen they are always doing improvements. They used to focus on me-too product. Now their advantages not only in technology, but also value to consumers. No wonder, their products have a high resale value.
The focus of Japanese companies in the decade of 1955 to 1965 was the development of products controlled by technological developments. The main concern of Japanese companies at that time focused on the expansion of the R & D section (research and development) to overtake Western technology that at that time led 5 to 8 years ahead. Many Japanese companies at that time sent investigation teams to American and European markets and duplicated me-too products. They do this to meet the needs of the market in Indonesia, and at the same time stealing market share of Western countries. If the position of market leader has been achieved, then Japanese companies can have competitive advantage in the market for the next few years.
During that period, Japan's product development field only followed Western countries' steps. In fact, the Japanese company at the time did not conduct research studies and product development specifically for the market in Indonesia. At the beginning of this era, marketing theories and techniques actually began to be introduced and socialized to Japanese companies. They begin to learn and adopt techniques and methods of marketing research, sales promotion, and product planning. However, the marketing division at that time still emphasized the selling activity (selling oriented). Anyway, marketers should be able to sell products that have been developed by the research in the laboratory and production at the factory.
In further developments, Japanese companies began introducing and implementing new methods of conducting market research. They start doing product planning and development, as well as sales promotion activities correctly. Many Japanese companies are modernizing and improving internally (continuous process improvement), but unfortunately at that time the distribution aspect has not been optimally touched.
The decade of 1965 to 1975 was the era of "marketing gimmick". This marketing era occurs during the period of high economic growth, where there is a buying fever (buying fever). In Indonesia, Japanese production began to fill the market. In addition, there is rapid development in modern retail outlets, both independent and chain stores. Consumer spending is driven by advertising and sales promotion, as well as visual merchandising. Promoted products can be very popular with intense commercial TV activities.
In terms of competing, in this period Japanese companies strive to become cost leaders. They focus on reducing costs without reducing the specifications consumers need.
Through that era, Japanese companies are increasingly improving their marketing style. Japanese companies are currently implementing a total marketing system. Products produced by successful Japanese companies in the market are no longer determined by the ideas of the engineers or by doing me-too products, or attractive advertising strategies. But, more determined by product appearance, product value superiority (functional value & emotional value) owned, and social mission (social mission) run by company.
The products of Japanese companies that are created today are obtained by continuing to explore the knowledge of consumers through consumer insight. They now have the necessity to create products that really benefit the community. In addition, the product must be created with the full support of creative technology and company competence. Not only that, the product created must also have a competitive cost structure, through consumer tests at each product development phase, and of course has the uniqueness that must be communicated at every stage of the distribution channel.
Toyota Kijang is an example. Continuous innovation is a key driver of Toyota Kijang to become a market leader in the Indonesian automotive market. This innovation is certainly supported by design and technology. In addition, in promotional activities Kijang always consistently position themselves as a family car. Another advantage is the distribution factor and excellent service. No less important is Toyota Kijang has a high resale value (resale value). As we know, many other successful Japanese automotive companies, such as Honda, Yamaha, Suzuki, Daihatsu, have similarities with Toyota. Understandably, they run a similar marketing style.
