mation gathered by EDI and ECR were used as guidelines for new product developments. Retail outlets are an essential contact with the consumers. While the gathering of information is crucial, Kao Corporation always keeps in mind the view of the consumers. In order to better understand the consumer’s real needs in their everyday lives product developers and marketers would visit homes of product test users to carry out interview with them and obtain firsthand information about the product usage. Kao does not only concentrate on making discoveries on the product but also the method of usage is given emphasis so that it is not inconvenient for the consumer to use. Products that truly satisfy the consumers are the basis of establishing Kao’s brand. Kao is an international brand and as such it is imperative that efforts to implement consumer orientation must be on a global scale. By taking into consideration the different cultures of each country, Kao Corporation will adapt its product to suit the local needs and preferences. Kao believes the consumer-oriented approach to develop new products will strongly aid the company in establishing a strong brand in the global market. Product Building Kao’s Brand Power Being in the Fast Moving Consumer Product industry, Kao recognises the importance of brand power. By increasing Kao’s brand power, its corporate strength can be significantly reinforced. Presently, Kao has succeeded in empowering its brand. In 1997, the Nikkei Research Institute of Industry and Markets rated Kao Attack as the best selling brand in Japan. This shows that consumers have a good perception and have high brand loyalty towards Kao. Building Brand Power is a constant ongoing practice, undertaken by Kao. One of such efforts is to utilise Research & Development to support brand building. Through the synergy of scientific knowledge and technological know how, Kao is able to produce new and improved products...
