Recently, there is a Japanese pudding brand called “Mvuke Tokyo (MT)” becoming popular in China. The brand is now known as the “The Hermes of the pudding market”.

First, one of the main factors that made it popular is that: the company used premium pricing-strategy for products, and consumers like the brand not only because of its high quality dessert but also because they can use it as a conspicuous consumption good (in pudding market).

Secondly, I think there’s another factor that made MT succeed. The brand takes strong social responsibility. It gives consumers extra credits/points if they return the ceramic cup. This can reduce the production of ceramic cup, which can lower the level of pollution. This helps MT to gain good reputation on being “green”.

However, the tide of luxury pudding is the main factor that made MT popular; this is its Point-of-Difference. And the main promotion strategy is word-of-mouth, so once the tide is over or the consumers’ taste changes, MT will no longer be popular. This shows MT’s products have short product life cycles, which is not benefiting MT in long period. Moreover, since it’s popular now, other pudding businesses may decide to change their marketing strategies, which may make MT less competitive in its market. Also, since MT only has few stores, this may cause inconvenience for its consumers, which gives its rivals a competitive advantage. MT should open more stores and provide more varieties of products as it’s reaching its peak now. In addition, they have located the stores in the famous shopping malls, which require high rental costs. Since MT has already crease the good reputation and increase the awareness, it can start to open more stores in cheaper locations, which can save costs and help on its expansion.

References:

– Pictures:

1) http://bebeoeil.seesaa.net/article/376208755.html

2) http://tweets.seraph.me/search/Mvuke%20Tokyo%E5%B8%83%E6%AD%8C%E4%B8%9C%E4%BA%AC?page=2