THE SONY ROLLY

Sony has launched on 29th,September, its new "trinket", the new Sony music player, the Sony ROLLY SEP-10BT “Sound Entertainment Player” in Japan.
The Rolly features 3 functions, MP3, speakers and bluetooth and looks like an egg. When broadcasting music, the Rolly can follow the rythm with quick movements.

The Rolly has a capacity of 1Go, bluetooth, two speakers and a compatibility MP3, ATRAC, AAC. USB 2.0. Moreover it has an autonomy of five hours and measures 104x65x65mm for 300g.

As you can see above, two lids are opening on both sides. Here are the speakers which broadcast the music recorded in.

The most impressive is surely that the Rolly is able to syncronize its movements with the music. It can even execute a choregraphy. What is astonishing is that there is only a "on/off"button, that's to say the Rolly is doing its movements without control. Its motions are under a software control which allows Rolly turning around, opening and closing its lids and diffusing different colors according to the rythm of music.
You can also control its motions in touching or shaking it.


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When I first saw it in the Sony building in Ginza; I was amazed by its shape, in fact it's looking like an egg. After having observed it, I found it weird then totally useless. Maybe Sony is targetting the "Geek community", but at a price of 39800Yens (about 340euros); the Rolly is becoming entirely useless.

At first sight, it seems very funny, and according to the first buyers, the sound quality is better than the expectations and the fabrication is excellent. In spite of this price and its utility; we can say that the Sony Rolly is very impressive.

Nevertheless, at the inquiry: "Will you get the Rolly?", 29% answered NO, 30% YES and 41% only if someone gives it to me!!
Consequently, after first weeks, it would become something you will store in your wall cupboard!!!

Finally, the Rolly is very innovative and it respects the Sony's slogan "like no other"; indeed you won't find such an innovation elsewhere, the Rolly can only be from Japan!

KIT KAT

Kit Kat is a famous brand owned by Nestlé which produces chocolate biscuits. It's composed of three biscuit layers covered by chocolate.

It's the same recipe all around the world except in Japan where we can find a huge range of flavours.

Kit Kat is very popular in Japan because its brand name is by coincidence associated with the Japanese expression "kitto katsu" which means "you will surely win". Consequently, it entails an increase in sales because parents and children buy it for school examination day!

Even if another pronunciation of the Kit Kat brand is "kitto katto" and means "you will surely miss the cut", Kit kat remains a very innovative and unique brand in Japan and people seem to keep "kitto katsu" in mind (hopefully for the brand).

What I thought unbelievable when i went in a convenient store, it was the impressive number of flavours. Neither in France nor elsewhere i saw such a variety of this product.

In France we can find only one flavour, the chocolate bar and that's it. Whereas in Japan it's crazy, the product presents a important variety of different flavors.

Therefore, Kit Kat launched flavours such as melon, vanilla, grape, apple, banana, green tea, caramel , cherry blossom, azuki or maple syrup!!

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When I saw all these flavours, I thought it was limited editions on a really short term, but after having searched I realized that in Japan very few of classical chocolate Kit Kat bar were available. It's not limited editions but a very innovative brand extension, it's in fact special edition.

After having tasted some of the flavours like green tea, apple or kiwi; I must admit it was not that disguting I was thinking about. That's not that nice but still funny to taste it. For instance, for the green tea flavour, even the bar itself is green.

What I think astonishing is also the promotion activities of the brand!! Indeed, Nestlé created a music label in 2005 and packaged the product with CD singles. Other innovative marketing technic is the packaging of the Kit Kat bars with mini book written by a japanese famous writer, Koji Suzuki. Those marketing technics lead in making of the Kit Kat the first selling biscuit in Japan.

Finally Kit Kat decided to launch regional flavours, therefore the mango flavoured Kit Kat is available only in Kyushuu and Okinawa.

SWATCH GROUP

Group Swatch is the biggest watch manufacturer in the world. It’s a Swiss company and has got a lot of brands from downmarket and up-market to luxury like for example Omega, Jacques Droz, Breguet, Tissot, Flik Flak, Calvin Klein Jewelry.
When I walked on Ginza Avenue, a place drew my attention. It was the Nicolas G. Hayek Center (7-9-18 Ginza). Actually it’s the Swatch group building which measures 56 meters high. That’s a really impressive place in which a floral wall takes place and goes from the floor to the top of the building; it’s a kind of beautiful urban oasis.

The specificity of this place, and what drew my attention, was the 7 elevators in the building. It’s actually the Swatch group headquarter playing host to seven brands of the group. Therefore, Breguet, Blancpain, Glashütte Original, Jaquet Droz, Léon Hatot, Omega et Swatch are represented in the Swatch building.
What is totally amazing is that each of these brands has an elevator, which brings customers directly to each showroom. The visitor is transported up to the concept store, with a speed of 15 meters per minutes and is given the impression of floating through the atrium.

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Another detail shocked me maybe more and that’s why I immediately took some pictures: each elevator is reserved for one brand, and there is one floor per brand (Japanese people don’t hesitate to visit all floors). As soon as the customer enters in the elevator, he is already in the brand universe. Indeed the elevator is a showroom before the showroom (it’s a kind of little shop). Some models are exposed to the customer sight during the assumption.

personal sources

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In this building there are also the Japan Swatch group offices, the 3rd floor for the after sale service (willingness to show how Swiss horologers are conscious) and the 14th floor is a kind of permanent exhibition called “the city of time” (well done for a watch maker!!).

This revolutionary concept is taking place for some reasons. First of all, the department stores are selling all kind of jewelry and that tarnished the brand image so Swatch desires to show its customers the privilege of the brand. Moreover, Swatch wants to broadcast a luxury image. Being one of the most luxury watchmakers, Swatch is trying to associate an image of great quality products and of course non-polluting. That’s why they decided the floral wall project for the nature and Ginza (the most luxury avenue) for the location. Therefore they try to convey the image of Switzerland that Japanese people are seeing (quiet, tranquility, security, luxury and a preserved nature).
Finally, Japan is the third market for the Swatch group after the USA and Hong Kong. That’s why the group wants to provide a showroom with enough space, giving the customer the brand universe and a precise glitch.

KOSE

Kose is a famous Japanese cosmetic brand very well known inside and outside of Japan with a presence in Korea, China, Taiwan, Singapore, Thailand, Malaysia, and America.
Kose offers 7 ranges of products (Kose, Kose cosmenience, Beauté de Kose, Prédia, Infinity, Cosme Decorte and Stephen Knoll collection). What I’d like to present to you is one of the lines called “HAPPY BATH DAY precious rose” belonging to the Kose cosmenience range.
When I walked in Shibuya on Saturday 3rd October, I saw a strange exhibition in front of the huge department store Shibuya 109.

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That was actually a promotion exhibition for Kose, which was presenting its line “Happy bath day precious rose”.
There were 2 stands with hostesses proposing tests of the brand products. Pedestrians could take the queue and discover the line “Happy Bath Day Precious Rose.”

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Happy Bath Day Precious Rose presents 5 lines of products: bath, bodycare, Hairstyling, fragrance and skincare products, all made with rose essences.
When I arrived I was very astonished, as a man, by the puzzling atmosphere: Japanese pop music, hostesses either with microphones or distributing prospectus…lot of noise in fact!
I have already seen this kind of exhibition in France but not with such extent. I was “shocked” by the impressive number of participants. There was a big queue of people waiting for products test. We heard, since we have arrived in Japan, about the importance of queuing, but there I witnessed it in live. Compared in France, with the same exhibition, there would be around one or two persons, no music and a much smaller success.

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On the Website of Kose, we can discover pieces of advice about right beauty habits to have. In fact, all visitors of the website can take care of them with some rules. A visitor can choose whatever periods of a day and see what he or she has to do for each one. At 7:30 AM, then 0:45 PM, 9 PM, 11 PM, he or she can see which products he or she has to use.

Moreover on the website, all the available rose essences are presented.

Besides, one of the characteristics of the Japanese culture is the love for flowers. Each of them even says that life is not possible without flowers: it would be a depressing and monotonous life. That’s why they practice “Ikebana” literally living flowers, which is a Japanese art of flowers arrangement.
Therefore, the cult for flowers could explain in part the craze for this exhibition. What is more, the company uses the sensory marketing, which is a very commonly used technique in Japan according to the things I observed. Indeed, there are many promotion activities in Tokyo streets, and always with music, flash colors or smells. Consequently, the Japanese consumer is attracted in reaction of his senses stimulation. Here in Shibuya, there was a big stimulation of consumers : loud music, pink everywhere from the stand up to the hostesses’ clothes and gloves, roses smells. So senses of smell, sight, touch and hear were stimulated.

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Finally to ensure the exhibition promotion, there was an advertising picture with 6 famous models in Japan who are playing in the Kose CM. The 6 models are wearing and hair styled exactly like in the CM.

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In the CM, the music is “Happy birthday”; which is confirming the game of word with the name of the line “Happy Bath day”.