Micro Analysis 1.
Product Segments
MUJI sells very wide product range. There are three main product sections: Clothing and Sundries, Housewares and Food. Around 7,000 products are sold in MUJI now: 60 percent are household products, 35 percent are clothes and linen, and the rest of them are food. (Zachariah, 2013) In fact, the most profitable products are furniture in housewares sector. MUJI, therefore, tried to concentrate on houseware products in the UK market. In 2014, MUJI promoted new sofa beds, one of their best-selling products, with 21 colour options. This is a unique promotion in the Europe which broke their traditional product design that usually with white, beige and black colours. There are some other popular products in MUJI UK in addition to the sofa bed. According to the interview with MUJI’s employees, sofa beds, luggage and aroma diffusers are the top sellers in the UK. 2.
Brand Wheel
In order to set an adequate marketing strategy, MUJI has to know their strength. Through defining MUJI’s brand wheel, the core value of MUJI will be clearly revealed. A brand wheel consists of Attributes, Benefits, Values, Personality and Brand Essence. Following is MUJI’s brand wheel:
Attributes: Necessities of life
Benefits: Home decoration, Durable furnishing