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### Challenge:
Scrub Daddy is a cleaning tools company best known for the iconic sponge by the same name. As of 2019, Scrub Daddy had the highest revenue of any product pitched on the show Shark Tank. Loved as the “America's Favorite Sponge”, Scrub Daddy had high hopes of breaking into new international markets.  

In 2019, Scrub Daddy, with the assistance of MCIC, partnered with Yagi & Co., Ltd, a Japanese trading company to introduce Scrub Daddy to the Japanese market. 
The mission for this project was to successfully launch Scrub Daddy in Japan.

### Approach:
We designed and developed an overall market entry strategy for the brand, by utilizing Yagi’s strengths and supporting its marketing initiatives. As a trading company, Yagi has immense access to wholesalers and retailers in Japan but lacked experience in marketing international brands. 

### Marketing Strategy:
We launched several initiatives to ramp up interest in Scrub Daddy.

-	Exhibited at the Tokyo International Gift Show, the largest trade show in Japan with over 3,000 exhibitors across more than 45 categories.
-	Exhibited in Lohas Festa Toyko, an outdoor event focused on exhibiting products that are “kind to the body, mind, and the earth.” 
-	Television programming 
-	Setting up a website, social media accounts, press releases, etc.

### Results:
Today, Scrub Daddy can be found in the following national retail stores in Japan.

-	LOFT – 80+ retail locations
-	PLAZA – 18 retail locations
-	Yodobashi Camera – 23 retail locations
-	one'sterrace – all retail locations (more than 125)
-	Tokyu Hands – more than 45 retail locations
-	Tomod’s – more than 15 locations
-	Bic Camera / Kojima  – all locations (70+ locations)
-	VILLAGE VANGUARD – 10 locations

Scrub Daddy also enjoys a large presence on the web, including Amazon Japan, and various online stores of the above retailers.


Can America's Favorite Sponge succeed in Japan?

Scrub Daddy

At MCIC we have worked with companies ranging from manufacturers of civil engineering and construction equipment to producers of apparel, beauty and home improvement products to sell their goods into Japan’s 5 trillion dollar economy.   Our integrated "research, design, deliver" approach includes working directly with businesses in Japan to position our client’s product or service for success.  If for any reason we can’t see a path forward for your product, we will not waste your time or money.

### MCIC Japan LLC Tokyo Office

![MCIC Japan LLC Tokyo Office](//images.contentful.com/fegrtvtq7pss/7dKGFpRFUHjSgeS1kQd6it/0a8454578f12e679e228bf93fd813fc2/tokyo-office.webp)

MCIC: A Track Record of Success

About Us

The Japanese economy is the second largest in Asia, and the third largest worldwide.  Average per capita GDP is also among the highest in the world, and nearly four times as great as China’s.  And unlike the top-heavy U.S., where ten percent of the population owns half the wealth, Japanese income is distributed evenly across a large and robust middle class.  The Japanese consumer has ample buying power.

But even with its affluent consumer base, there is a further reason for establishing a strong presence in the Japanese market: the visibility and prestige offered by East Asia’s trend-setting leader.  When consumers and businesses in the region’s other advanced economies – those of China, South Korea or Taiwan – look for new ideas, it is to Japan.  Whether consumer goods, manufacturing technology or business innovation, Japan is the benchmark and beacon for the rest of Asia.

And today, more than ever before, Japan is open to the importation of products and ideas from abroad.  In fact, there has never been a year with better potential than 2021 for foreign product entry to Japan.  The global pandemic of 2020 caused the cancellation of trade shows for much of the year, leaving Japanese businesses with no means of discovering new concepts for consumers and businesses.  If your company is looking to expand into Japan, now is the time.


Why Japan?

Experts in product and service localization for the Japanese market.


Japan Market Entry Specialists

Achieving long-term success in any new market requires meticulous product assessment, review and planning.  This is particularly so in Japan.  Import, licensing and distribution issues are challenges that must be overcome.  Consumer purchasing habits and sector competition must be carefully reviewed to establish correct product positioning.  The requirements of the intended sales channels must be addressed.


Product Localization and Development

*   Product positioning and placement

*   Consumer purchasing habits

*   Competitor analysis


Market Research and Strategy

MCIC can assist you find manufacturers, suppliers, and/or financing for your products. With our vast network in industries both private and public, MCIC will find the most suitable local partners.

In some cases, MCIC will directly purchase products and act as a distributor in Japan.


Partnerships

MCIC offers expert guidance and support in the localization, positioning and rollout of foreign-made products and services for the Japanese market.   Contact us for a free evaluation of your product’s potential in Japan, the world’s third largest economy.