Episode Details

This episode presents a case study focused on the Japanese cosmetics company Orbis and its strategy for expanding sales channels to acquire new customers.

It highlights how Orbis launched a new, low-cost skincare product "Orbis Shot Plus" specifically for distribution through drugstores and major e-commerce platforms like Amazon and Rakuten, rather than their traditional direct-to-consumer channels. They discusses the importance of understanding the characteristics of new sales environments, including customer behavior and presentation, and how this product serves as an entry point to introduce first-time customers to the Orbis brand and potentially lead them to higher-priced products.

It addresses the risks associated with channel expansion, such as competition between channels and maintaining brand image, emphasizing the need for a holistic approach to channel optimization and product placement.