From a Leader in Japan to a Winner Worldwide
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1 From a Leader in Japan to a Winner Worldwide Dec. 3 rd, 2015 Masahiko Uotani Representative Director, President & CEO Shiseido Group CEO
2 1 About Myself 2 Shiseido Overview 3 VISION
3 My Learnings Brand value is an intangible asset, building total corporate value, sustainable growth and high ROE. 4
4 My Learnings Brand value is an intangible asset, building total corporate value, sustainable growth and high ROE. Key Success Factors Strategic marketing for consumer relationships Think Global, Act Local Diversity as the source of innovation Leadership to create high performance and a winning culture Execution! Execution! Execution! The world belongs to the discontented. But, I was going to enjoy my retirement in 5
5 6
6 And, Decided to become CEO of Shiseido My mission & 覚悟 To make Shiseido into a leading global marketing company
7 1 About Myself 2 Shiseido Overview 3 VISION
8 Shiseido Heritage Established as a pharmacy in
9 Shiseido Company Mission To inspire a life of beauty and culture 10
10 Shiseido Business Portfolio Fragrances Foods Retail Healthcare Cosmetics Professional Restaurants 11
11 Shiseido Regional Portfolio Americas 133 Japan 366 Billions of yen FY Ended March 2015 Asia 55 Europe 109 China 115 Presence in 120 countries 53% of sales overseas 12
12 Shiseido as a Leading Japanese Company Japan 1 SHISEIDO 2 KANEBO 3 KOSE 4 POLA ORBIS 5 KAO Global 1 L ORÉAL 2 UNILEVER 3 P&G 4 ESTÉE LAUDER 5 SHISEIDO Source (Global):WWD BEAUTY INC S ANNUAL RANKING OF THE WORLD S BIGGEST BEAUTY COMPANIES (April 2015) (Japan):The Nikkei (August 13, 2015) 13
13 Shiseido Brands
14 What Has Made Shiseido Competitive Technology/Quality Won 23 IFSCC* Awards *the International Federation of Societies of Cosmetic Chemist 15
15 What Has Made Shiseido Competitive Omotenashi as consumer touch point 22,400 Beauty Consultants worldwide 16
16 What Has Made Shiseido Competitive CSR activities that are unique to Shiseido Women and Beauty Environment Culture 17
17 Challenges Regain Japan business growth Dramatically increase global business profitability Market share Japan Global (OP%) Rejuvenate Shiseido 18
18 1 About Myself 2 Shiseido Overview 3 VISION
19 Understanding Real Issues 20
20 Key Issues Vicious cycle Sales decline Increase retail inventory Increase trade rebates (sell-in) Decline consumer sales (sell-out) Break the chain! Reduction of consumer A&P and R&D investments Weak brands/innovation 21
21 VISION 2020 Goal CAGR 5~7% A winner worldwide CAGR 3~5% Sales over 1 trillion Operating income over 100 bil
22 VISION 2020 Roadmap Rebuild Foundation New Strategy to Accelerate Growth Regain Japan growth Structual reform for global profitability Brands via marketing and innovation Global organization Efficiency/ Cost reduction New brands via M&A Enter emerging countries Expand business portfolio Strong talent and leaders Keep delivering efficiency 23
23 Key Pillars of VISION 2020 Marketing Innovation BRAND VALUE People/Talent development 24
24 Japan Brand renewals/relaunches/rationalization Brand manager appointment Increased investment in consumer marketing Seamless organization 25
25 Restoring Growth Momentum In-store sales growth vs LY 1H H 2014 April May June July Aug Sept Oct (%) 26
26 Capturing Inbound Demand Numbers of tourists (Jan-Sep 2015) 1. China 4.3 mil. +113% 2. Korea 3.2 mil. +44% 3. Taiwan 3.1 mil. +31% Contributing to growth of total revenue 27
27 Global Business Update in 2015 Working Strong prestige brands Asia/Travel Retail momentum Not working China local brands Unsustainable Bare Escentuals growth 28
28 China Business Reforms Cost reduction Brand portfolio BC/BA productivity Reengineer business Store sales focus Localization Digital marketing 29
29 Mega Trends Are Changing Consumer Lives Globalization Urbanization Informatization Passive Active Consumer 30
30 Digital Marketing and E-Commerce DM Center Of Exellence in NY Own website (watashi+)and web counseling Cross-border e-commerce 31
31 Strengthening Digital Communication with Young Consumers Video posted on YouTube High School Girl? The Secret of Make Up High School Girls 32
32 Travel Retail Opportunities Increase duty-free counters and BC Airport advertising and promotion Dedicated product development 33
33 Expand Marketing Investment Cumulative increase of more than 100 billion over three years Increase brand value ~
34 Strengthen R&D Capabilities # of researchers: from 1,000 to 1,500 R&D investment: from 1.8% to 2.5% Europe China Japan America s Global Innovation Center Southeast Asia 35
35 Structural Reform to Decrease Costs (Billions of yen) Europe China Japan Americas Asia Generate billion in 2017, compared with
36 Matrix Organization to Achieve Think Global, Act Local 37
37 Global Centers of Excellence Fragrance Europe Drive category innovation Makeup/Color Americas Japan Skincare Digital 38
38 Diversity to Build Management Capability 39
39 Global Management Team President and CEO, Shiseido Europe, the Middle East and Africa Louis Desazars President and CEO Shiseido Group CEO Masahiko Uotani President, Shiseido Japan Toru Sakai President and CEO, Shiseido Americas Marc Rey President, Shiseido Asia Pacific Jean-Philippe Charrier President, Shiseido Global Travel Retail Philippe Lesne 40
40 覚悟 Strong dedication and commitment 41
41 In this document, statements other than historical facts are forwardlooking statements that reflect our plans and expectations. These forwardlooking statements involve risks, uncertainties and other factors that may cause actual results and achievements to differ from those anticipated in these statements.
Name of Representative:
(Translation) March 5, 2018 Dear Sirs and Madams, Name of Company: Name of Representative: Shiseido Company, Limited Masahiko Uotani President and CEO (Representative Director) (Code No. 4911; The First
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