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Lion Uses Creative Ways To Expand Market Share Of Charmy Magica Brand Of Kitchen Detergents In Japan

September 13, 2016: 12:00 AM EST
Japanese manufacturer Lion is using creative marketing strategies to increase its brand Charmy Magica's share of the kitchen detergent market from its current 5 percent. Employing differentiation, the brand launched the Magic Anti-bacterial+ and Magic Fragrance-free kitchen detergents, which come with features that consumers wanted. With actor Koji Yakusho as its brand ambassador, Charmy Magica aims to convince consumers that “something new has appeared” in the market dominated by Procter & Gamble and Kao.
"Improbably, Lion builds affinity for detergent", Campaign Asia, September 13, 2016, © Haymarket Media Group Ltd.
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