The Air Care category encompasses unique product lineups, including the mega brand Shoshu-Riki (Air Wash-Liquid overseas); Shoshu-Plug, which realizes high deodorizing capability driven by electric power; Shoshu-Pot (Air Wash-Gel overseas) and Dashu-Tan, a powerful refrigerator deodorizer that uses charcoal.
Overview:
We introduced new product applications and quality fragrances to increase market share. In addition, we launched a new Shoshu-Riki product for household garbage containers, a new toilet tank type Shoshu-Pot product and a redesigned Shoshu-Pot model with the aim of invigorating the market. However, existing products sales decreased.
Future Strategy:
Continuing to focus on automatic electrically powered deodorizers and air fresheners, which have strong market growth potential, we will introduce new product applications and more refined scents in existing core brands with the aim of cultivating new demand.
In this market, we boast a dominant share of the market for mothproofing agents led by our flagship Mushuda and Neopara Ace brands, a market in which we are known as a reliable, top maker.
Overview:
Based on our mainstay Mushuda (scentfree) mothproofing agents, we released a new Fragrant Mushuda for the younger generation, who tend not to use mothproofing agents and to prefer fragrant products, with the aim of cultivating new demand. However, unusual weather and the earthquake resulted in weak sales.
Future Strategy:
We will continue to propose new ideas for products for the younger generation, who tend not to use mothproofing agents, by serving new styles of storing clothes and nurturing the market for fragrant mothproofing agents.
Our extensive lineup in this business includes our top-brand Drypet dehumidifier and Bincho-Tan Drypet, which boasts deodorant effects on top of its dehumidifying functions.
Overview:
We improved the dehumidifying capability of our mainstay Drypet series, while renewing its design, logo and overall image to inject freshness into the storefront product lineup. As a result, sales of refill-type Drypet Compact dehumidifiers remained strong, although those of other dehumidifiers declined. Overall sales in this category were weak.
Future Strategy:
To better retain customers, we will continue to cultivate new demand by proposing new product applications while continuing to focus on refill-type Drypet Compact dehumidifiers and expand the market.
We offer Family brand household gloves as well as industrial-use gloves with such value-added features as strengthened fingertips and impregnation with skin-soothing agents.
Overview:
We renewed the packaging of the Family series household gloves to strengthen the product brand as well as our sales promotion activities. Sales of household gloves increased due to the demand associated with restoration after the earthquake.
Future Strategy:
We will continue to strive to strengthen and develop product brands while cultivating and expanding new demand.
Home Care products encompass such unique, niche cleaning products as Ultra-Powers Washing Tub Cleaner and the Ohisama series product lineup, as well as Kome-Touban, which protects stored rice from insect infestation.
Overview:
In fiscal 2011, we released a shoe cleaning spray, a spray for futon bedding in the new Ohisama series and a new cleaning spray in the Shoshu-Pot series, invigorating a stagnant market. However, these efforts did not compensate for the termination of sales of surgical masks at the end of June 2009 and sales in this category declined.
Future Strategy:
Aiming for future growth, we will make continuing efforts to proactively cultivate new business areas.
