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분야
pptTOTO Ltd in Japan
Distribution
Generating awareness and trial
Competitors in Japan
TOTO Ltd in U.S.A
Opportunity
Product innovation
Distribution system
Selling the Washlet
Strategy for attachable Washlet
Competitors in U.S
I S S U E
After people get awareness, they needed to try it before deciding to buy one.
To make trial, plumber's storefronts equipped with a Washlet,
so that plumbers could invite people in the community to see and experience it.
Enabling consumers to return the Washlet if they were unhappy with it.
Inax was founded in 1924 as a manufacturer of bathroom tiles.
Launching first bidet-toilet in 1967.
The second -largest manufacturer in the overall
bathroom / kitchen faucet market in 2007.
Reaching a 14% share of the bidet-toilet market by 2004.
Focused on an easy-to-install bidet-toilet product,
not require a plumber's assistance.
Selling the Washlet in the U.S.
TOTO began selling the integrated Neorest Washlet in 2003.
Washlet sales had grown at a double-digit rate between 2000-2007.
But, Washlet sales were less than 5% of TOTO USA's total business.
Overall Sales in Washlet were 25,000 units.
And Whole sale grew for 7 years.
But, Attachable Washlet sales were only 1,250 units.
