Marketing Strategy of Fuji Film

Founded in 1934 with the aim of producing photographic films and since then the company has diversified its businesses to imaging, photography and information solutions.

Since its inception, the company has consistently been addressing the future needs along with the range of technologies and innovative products & services. While due to the advent of digitization from the year 2000, the demand landscape has changed for photographic film resulting from business restructuring by the company.

Table of Contents

Segmentation, targeting, positioning in the Marketing strategy of Fuji Film–

Segmentation helps in understanding the underlying population characteristics and groups with similar taste & preferences. Fuji Film uses the mix of demographic, geographic and psychographic segmentation strategy. Segmentation Variables such as age, social class, income group, region, behaviour attitude are some of the attributes considered by the company for segmentation.

Since company caters to the emerging needs of diverse groups of customers segments and therefore it uses differentiating targeting strategy.

Usage class and value-based positioning strategies are used by Asian Paint to communicate the deliverables of the brand to the end customer.

Marketing mix – Here is the Marketing mix of Fujifilm.

Mission- “To help enhance the quality of life of people worldwide”

Vision- “To remain a leading company by boldly taking up the challenge of developing new products and creating new value”

Tagline-“Value from Innovation”.

Competitive advantage in the Marketing strategy of Fuji Film–

1. Imaging Solutions:

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The Company has stronghold in Optical device, electronic & photo imaging solutions. Its wide range of products and technological services is helping the brand is holding the strong position in the market.

2. Information solutions:

The Company has developed proprietary technologies in the field of regenerative medicine, and life sciences, medical systems, pharmaceuticals which have helped the company in becoming number one globally.

BCG Matrix in the Marketing strategy of Fuji Film –

Fuji Film is in the business of photo imaging, Production services, Healthcare technological types of equipment, office equipment, graphics systems, optical device and electronic imaging.

Out of these business segments that the company operate into the Photo Imaging, office types of equipment and Healthcare technological types of equipment business star in the BCG matrix while other businesses are questioning in the BCG matrix.

Distribution strategy in the Marketing strategy of Fuji Film –

It distributes its offerings through the mix of the sales team who have the technical know-how to market the product in the potential markets, and through e-commerce websites, supermarket chains, distributors, Retailers, wholesalers etc.

Also, the company works in made to order (MTO) supply chain system wherein it takes the customize order on the patented technology and deliver the same based on the client’s requirement.

Brand equity in the Marketing strategy of Fuji Film–

Fuji Film Holdings has been ranked 204 in Forbes magazine list of world’s Top regarded companies. The brand has been valued at $ 18.1 billion as of May 2017 (market capitalization value method) generating revenue of $ 21.66 billion.

The brand has been through its advertisements highlights the innovative design feature that points to the company’s commitment to cutting-edge technology.

Competitive analysis in the Marketing strategy of Fuji Film-

The Companies operating in the industry competes based on the factors such as technological advances, innovative design, availability in the market, pricing and backward integration with the suppliers. Fuji have the strong market share in Asia –Pacific regions in most of the businesses it operates into.

Market analysis in the Marketing strategy of Fuji Film-

Rapid technological changes, high entry, and exit barrier, high infrastructure cost, regulatory changes, digitization in the industry, low technological products lifetime are some of the factors affecting the companies operating in the industry.

Although the company has presence in the majority of the countries globally but company focuses on its businesses from emerging economies.

Customer analysis in the Marketing strategy of Fuji Film –

Since company’s offerings involve both the technologically advanced types of equipment and daily office and personal electronics types of equipment, therefore the company attracts customer in both B2C as well as B2B.

In the retail segment, its customers consist of people in the age group in 15-40 years while in the B2B segment it serves to the needs of the different industries, government organizations, educational institutions etc.