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Jan 21, 2002 |
Corporate name: Kobayashi Pharmaceutical Co., Ltd.
Chief Executive: Kazumasa KOBAYASHI, President & CEO
(Code No. 4967 The First Section of TSE/OSE) |
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Kobayashi Pharmaceutical
has released 16 new products for spring 2002, targeting net
sales of ¥7.63 billion |
Kobayashi Pharmaceutical Co., Ltd. will launch 16 new products
(including test marketing of one item) for spring 2002. The
Company has set a net sales target of ¥7.63 billion for
the initial year.
The current recession engulfing Japan is dragging on, and its
economy is continuing to deterioratedue to the terrorist attacks
in the U.S. and bovine spongiform encephalopathy(BSE). The danger
for Japan to slip into a deflationary spiral characterized by
falling prices and a declining economy is imminent.
Under these market conditions, despite the reduced unit prices
for sundry goods due to the severe competition, consumers who
are anxious about their unforeseeable future are becoming more
cautious, resulting in a decline in overall consumer confidence.
On the other hand, some brands are actually expanding their
usership by exploring customers' needs and adding value to the
product.
Kobayashi is revamping its business of manufacturing household
goods its core business, to return the company to favorable
business cycle recovers itself again, and will innovate the
structure of the Company by creating new markets and raise the
Company's brand image, to bring about greater customer satisfaction.
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Strengthening deodorizing
air fresheners |
 The
company will step up its efforts to develop and market
deodorizing air fresheners which is its largest product
category, and enlarge its market share by developing new
products to kickstart the market and by marketing existing
products proactively.
In the deodorizing air freshener market, unit prices have
sharply declined due to excessive price competition and
development merely for the sake of beating the competition,
resulting in contraction of the market. Upon sober reflection,
the company aims at meeting customers' needs, providing
new products with new functionality or value, and activate
the new market as a leading company. Based on such concept,
we will introduce four new products for this spring.
"KESS for Toilet" is an air freshener with "two
layers" of deodorizer and incense in a glass container,
featuring a compact and fashionable design. "Wafuka"
has been developed in response to the demand for incense
suitable for Japanese style rooms and Japanese taste,
providing richness and solace in the everyday stress,
with an emphasis on design and material. We believe that
both products, with their innovative concept, will generate
demand among the younger generation and first time users.
"Sawaday flavor water" and "Shoshugen spray"
are products aimed to serve the company's existing customers
more effectively for greater satisfaction.
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Enhancing the management
of the Company by cultivating nutritional supplements
as the major pillar of the company's manufacturing and
sales businessr |
 We
have been marketing "Nutritional supplements by Kobayashi
Pharmaceutical" have been mailorder-marketed since
May 1999. From April 2001, Kobayashi commenced sales of
nutritional supplements at pharmacies and drugstores through
the existing channelsas a part of its commitment to providing
products which support "building physical fitness"
with superior marketing techniques of a leading pharmaceutical
company, for improved customer satisfaction.
In April 2001, to respond to increasingly health conscious
customers, the healthy functional food system has been
implemented. As nutritional functional food and specified
healthy functional food catches on among consumers, nutritional
supplements will occupy a substantial share of the supermarkets
specializing in food.
Kobayashi is appointing personnel to expand sales channels
to supermarkets specializing in food, to expand the market
of food related products including the company's "easy
fiber" as well as "nutritional supplements by
Kobayashi Pharmaceutical, " to break into the niche
market of nutritional supplements through such sales channels.
To attain the goal, Kobayashi will reinforce its lineup
by introducing 12 more products to be sold at outlets.
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