What are Mission Vision & Core Values of Mandom Company?

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What are the Mission, Vision, and Core Values of the Company?

Mission and vision statements are crucial strategic foundations for any business, offering a clear sense of purpose and direction. They serve as the fundamental compass guiding all business decisions, fostering a coherent corporate identity, and ensuring long-term success. The Company, a prominent Japanese entity in the personal care and beauty industry, exemplifies this by leveraging its mission, vision, and core values to navigate the dynamic global market.

With a diverse product portfolio encompassing hair care, skincare, fragrances, and body care, the Company's strategic statements are vital in shaping its innovation-focused business model and global expansion efforts. The global personal care market is projected to surpass USD 500 billion in 2025 and grow to USD 1,566.3 billion by 2035, highlighting the importance of a strong strategic framework for companies like the Company to thrive in this evolving landscape. These guiding principles allow the Company to maintain its competitive edge by aligning product development, market strategies, and internal culture with its overarching objectives. Learn more about the product's strategic positioning in the Company BCG Matrix.

Mandom's mission statement highlights its commitment to being a 'human-oriented' company. It aims to bring wonder and inspiration to everyday lives through unique concepts of Health, Cleanliness & Beauty, reaching boldly beyond the norm.

Human-Oriented Focus

Mandom prioritizes human needs, aiming to enhance daily life through its products.

Health, Cleanliness & Beauty

The company's core offerings span these three essential areas of personal care.

Innovation Beyond Norm

Mandom strives for bold innovation, pushing boundaries in product development.

Wonder and Inspiration

The mission seeks to instill a sense of wonder and inspiration in consumers' daily routines.

Customer-Centric Approach

Mandom's focus is on resonating with consumers and providing new, inspiring value.

Emotional & Aesthetic Sensitivity

Products are designed to cater to emotional well-being and aesthetic desires.

Mandom's mission statement clearly identifies its target customers as people in their everyday lives, focusing on bringing 'wonder and inspiration' through its products and services. The core offerings revolve around personal care and beauty products, specifically within the realms of 'Health, Cleanliness & Beauty'. The unique value proposition lies in being a 'human-oriented' company that 'reaches boldly beyond the norm'. This suggests an emphasis on innovation and a deep understanding of human needs and desires beyond mere functionality. For example, the development of Gatsby for men's grooming, including products like Gatsby Meta Rubber hair styling products, caters to a desire for self-expression and confidence, reflecting the 'beauty and coolness' aspect of their mission. Similarly, Lucido-L for women's hair care aims to provide products that offer empathy and understanding to consumers' moods, giving them confidence and vitality, aligning with the idea of supporting consumers to live 'confidently' and 'filled with positivity'. The mission is strongly customer-centric, aiming to resonate with consumers and provide new value that inspires them, emphasizing emotional sensibility and aesthetic sensitivity. For further insights into their strategic direction, explore the Growth Strategy of Mandom. In fiscal year 2024, Mandom reported net sales of 75,767 million JPY, demonstrating its continued market presence in the personal care sector. The company's commitment to its Mandom mission vision values is evident in its product development and market approach, reinforcing its Mandom company mission and objectives. This aligns with Mandom's corporate philosophy and Mandom business principles, ensuring Mandom core values for employees are upheld.

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Mandom's vision statement, 'Only One' strengths to provide Dedication to Service (Oyakudachi) to a billion people around the world, guides its global expansion. This aligns with Mandom company goals and its 'VISION 2027' to become a truly global entity. The company aims to leverage Asia's economic growth and expand its women's segment, while strengthening its men's business.

Global Reach

Mandom aims to serve a billion people globally, emphasizing widespread market penetration.

Unique Strengths

The company leverages its 'Only One' strengths, focusing on differentiated offerings.

Oyakudachi Principle

Dedication to Service (Oyakudachi) is central to Mandom's corporate philosophy.

Vision 2027

Mandom's 'VISION 2027' targets evolution into a global company, expanding its women's segment.

ASEAN Growth

The company focuses on quantitative growth in ASEAN, building on established brand recognition.

Digital Expansion

Expanding customer touchpoints through EC systems is a key part of Mandom's strategy.

Mandom's vision for the future is to utilize its 'Only One' strengths to deliver 'Dedication to Service (Oyakudachi)' to a billion people globally. This Mandom company vision and mission explained through its 'VISION 2027' aims for global leadership by leveraging Asia's economic growth and expanding its women's segment, while enhancing its men's business. For instance, Gatsby's brand recognition in Indonesia is nearly 100%. The company's consolidated net sales for the fiscal year ended March 31, 2025, increased by 4%, demonstrating continued progress. The mid-range plan (MP-14), from April 2024 to March 2028, focuses on building a foundation for accelerated growth, including quantitative growth in ASEAN and expanding customer touchpoints through EC systems. This aligns with Mandom company mission and strategy, emphasizing Mandom core values in practice. For more details on the Mission, Vision & Core Values of Mandom, explore the company's strategic frameworks.

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The Mandom core values are central to its identity as a human-oriented company. These principles guide its operations and product development, ensuring a focus on consumer well-being and innovation. Mandom's corporate philosophy is built upon two key human-centric values: Imagination and Creativity, which drive its strategic decisions and market approach.

Imagining People Being Happy

Mandom defines Imagination as envisioning consumer happiness. This value drives product innovation, such as developing seasonal cooling products for high-humidity regions, demonstrating an empathetic approach to consumer comfort.

Creating Value Useful to People

Creativity at Mandom focuses on generating useful value for people. This is exemplified by products like Gatsby Meta Rubber, which creatively solve consumer needs for natural finish and strong hold in hair styling.

Dedication to Service (Oyakudachi)

This core value emphasizes Mandom's commitment to supporting consumers globally. It ensures that products and services offer confidence and vitality, aligning with the company's human-oriented mission.

Human-Oriented Approach

Mandom's overarching value is its human-oriented stance, aiming to contribute to global well-being. This approach differentiates the company by focusing on authentic value and emotional connection beyond basic grooming needs.

These Mandom core values underscore its commitment to consumer well-being and innovation. Understanding these principles is crucial for grasping how Mandom's mission and vision influence its strategic decisions. For more context, explore the Brief History of Mandom.

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A company's mission and vision statements are foundational, guiding strategic decisions and shaping its overall direction. They provide a clear purpose and a desired future state, influencing everything from product development to market expansion.

Mandom's Guiding Principles

Mandom's strategic direction is deeply rooted in its mission and vision, as evidenced by its Middle-Range Planning (MP-14) for April 1, 2024, to March 31, 2028. This plan emphasizes building a foundation for accelerated growth towards its vision of becoming a global company dedicated to serving a billion people worldwide through 'Dedication to Service (Oyakudachi)'.

• The vision to become a truly global company drives expansion efforts.
• 'Dedication to Service (Oyakudachi)' is a core tenet of their operations.
• MP-14 outlines the strategy for growth up to 2028 and beyond.
• Alignment between mission, vision, and strategic planning is evident.

Strategic Growth Initiatives

Mandom is strategically investing in its women's segment and expanding in the ASEAN region to achieve quantitative growth. This is exemplified by PT Mandom Indonesia Tbk's domestic sales growth of 46.2% in the first half of 2025 compared to the same period in 2024, driven by skincare and makeup products.

Product Innovation and Market Reach

Product development is guided by a 'Consumer-led Lifestyle Value Creation' approach. This involves creating products that resonate with consumers and exploring new business avenues for consumer well-being, including leveraging digital transformation for data-driven value creation. Strengthening product lines like Gatsby roll-on deodorants and sheet products, alongside launching trendy limited-edition items, addresses 'Health, Cleanliness & Beauty' needs.

Financial Performance and Outlook

The company reported a 4% increase in consolidated net sales for the fiscal year ended March 31, 2025. A strong recovery is anticipated for the next fiscal year, with forecasts indicating increases in net sales and income, reflecting the positive impact of their strategic alignment.

Employee Culture and Long-Term Vision

A 'human-oriented' company culture encourages employees to use 'imagination' and 'creativity' to inspire consumers. The long-term ambition is sustainable growth for the next 100 years, with the company's 100th anniversary in December 2027 serving as a significant milestone.

Strategic Alignment in Practice

The mission and vision statements directly influence strategic decisions, such as the expansion into the women's segment and ASEAN markets. This is a key aspect when considering the Competitors Landscape of Mandom, as it highlights their strategic positioning.

Leadership Commitment

Koichi Watanabe, President Director/CEO of PT Mandom Indonesia Tbk, emphasized the commitment to achieving positive performance in 2025 through new product development and accelerated innovation, underscoring the practical application of their mission and vision.

Mandom's mission and vision statements are integral to its strategic decision-making, guiding growth and innovation. Explore core improvements to Mandom's mission and vision in the next chapter.

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Mandom's mission and vision statements serve as the bedrock of its corporate identity, guiding its operations and strategic direction. Enhancing these foundational elements can further solidify its market position and appeal to evolving consumer expectations.

The company's existing mission and vision, while robust, can be further optimized to reflect contemporary market dynamics and consumer priorities. By integrating explicit commitments to sustainability and digital personalization, the company can better align with global trends and consumer preferences.

Explicitly Integrate Sustainability

To better align with market demands where over 65% of shoppers prefer environmentally conscious brands, Mandom could explicitly incorporate sustainability into its mission or vision. This would resonate with the growing segment of consumers willing to pay more for eco-friendly products, a trend supported by the global beauty and personal care market's projected growth to USD 1,566.3 billion by 2035.

Emphasize Digital Innovation and Personalization

Highlighting digital innovation and personalized experiences in its core statements would reflect the industry's shift towards AI and data-driven solutions. With 58% of shoppers favoring companies offering personalized suggestions, this focus would position Mandom as a leader in adapting to the 'intelligent beauty' trend.

Strengthen Vision for Future Growth

A refined vision statement could more clearly articulate Mandom's long-term aspirations, potentially encompassing global leadership in innovative beauty solutions. This would provide a clearer roadmap for the company's strategic objectives and its approach to understanding the Target Market of Mandom.

Clarify Core Values in Practice

Ensuring Mandom's core values are clearly defined and demonstrably practiced across all levels of the organization is crucial for fostering a strong company culture. This clarity helps employees understand their role in achieving the company's mission and vision, reinforcing Mandom's purpose and values.