|
| Kao Corporation President
Motoki Ozaki |
|
"Yoki - Monozukuri" is a Japanese term that literally means "excel lent product development." But the farsighted management at one of Japan's top household goods and cosmetics companies has extended this concept into a philosophy that is at the heart of its business initiatives.
For Kao Group, "Yoki - Monozukuri" goes beyond product development. Kao corporate guidelines define the term as "a strong commitment to develop products and brands of excellent value for consumer satisfaction."
The corporation's President and CEO, Motoki Ozaki believes this phrase has proved to be a key tenet in the advancement of the company: "Kao's success reflects our dedication to the cleanliness, beauty and health of our customers. We've been active in these areas for over 100 years and continue to develop excellent products that satisfy people and enhance their lives."
The Kao legacy began back in 1890, when company founder Tomiro Nagase started selling "Kao" soap in his Tokyo store. Today the company develops and markets its products around the world.
Addressing Kao's focus on China, Ozaki said: "We have been conducting product development based on the principles of 'Consumer-driven' and 'Genb-aism,' defined as the importance of observing things at genba (genba literally means actual spot. At Kao, 'Genba-ism' is defined as the importance of observing things on-site).
"In China and other countries, Kao applies these precepts by visit ing general households to survey, observe and understand lifestyles, daily habits and product usage, all f rom a research perspective. Kao uses the results in product development so that people can use our products with joy and satisfaction.
"The key to truly understanding consumers' needs lies in sharpening our receptiveness and insight and grasping trends, leading to continual evolution and creation of high value-added products."
From 2005, Kao has upheld "Asia Harmonization including Japan" as a group slogan. Under this business process innovation, Kao Japan and Kao Group companies i n Asia are sharing know-how to find optimum efficiencies in R&D, production, marketing and sales.
Ozaki is emphatic that this harmonization was a hugely important turning point for Kao: "Thanks to the commitment of all members in Japan and across Asia to work together, business units of Kao Japan and group companies throughout Asia are exerting synergies as never before. We will further dedicate ourselves to enriching the lives of people throughout Asia by offering pan-Asia brands, including Bioré(skin care), Laurier(sanitary napkins), Attack(laundr y detergent) and Asience(premium hair care), as well as cosmetics brands Kanebo and Sofina."
A longside the group's commercial success, Ozaki is keen to ensure the highest ethical standards within the group. His efforts were recently rewarded with Kao's inclusion in the Dow Jones Sustainability Indexes, a prestigious family of indexes listing the world's most socially responsible businesses.
The key to truly understanding consumers' needs lies in sharpening our receptiveness and insight and grasping trends, leading to continual evolution and creation of high value-added products.
MOTOKI OZAKI
President of KAO Corporation
www.kao.com
|