Shiseido Launches Marketing Academy To Train Best-Of-Their-Class Marketers

As part of Shiseido’s efforts to transform itself into a “global marketing company”, the cosmetics maker established the Marketing Academy to develop “outstanding marketers” who can do their jobs effectively anywhere in the world. Headed by company president Masahiko Uotani, the academy will put emphasis on five core principles, including imagination, or the ability to create concepts based on customer insight; strategic, which Shiseido sees as the ability to “formulate strategies from a global viewpoint”; and presentation, which is the ability to transmit brand value. Also, the company announced a brand manager system, which features brand managers who will create marketing strategies and action planes for the brands they manage. Brand managers will act as “brand owners”, the company also said.