I believe the key to their success what that the owner of the company had a strong and clear mission statement- the first step to an effective market plan.
“Cookpad” is a website for users to share their own recipes for anyone to see. We’ve learned the importance of advertising for a firm’s success, so what happened in this case? Posted in Uncategorized | 1 Reply Cookpad’s incredible growth-without advertisementĪ website company in Japan succeeded in getting over six million users (95.1% of which are women I might add) and dominate the market share- all without the help of advertisement. Before companies start targeting vulnerable children, companies should reconsider their marketing ethics all together. My parents generation could not have imagined pedicures and lingerie for children.Soon enough, I fear that there may be plastic surgeries and tattoos available for children where it actually affects a child physically. What will happen when this new generation becomes marketers? Generation after generation, due to technology and globalization, cultural values have diffused in both positive and negative ways that will affect the way we view the world and companies’ marketing strategies. Suppose these marketing strategies continue. Should elementary girls be acting older wearing women lingerie and cosmetics? With current marketing strategies that use misleading advertisements of distorted conceptions of beauty, I believe this will lead the new generation to be even more self-conscious of their appearance.
There is a high risk of companies who target such a segment to face marketing ethics. My concern here is how manipulative these children are. A 2008 New York Times article also brings up how there are now pedicures and make up kits available for children. I have seen girls about the age of ten getting their nails done in Tokyo. What is scary is that companies like Jours Apres Lunes have noticed this change too and see children as a good target segment. From 2008 New York Times article- pedicures and more at Eleanor’s primping party in Manhattan
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