Striving for the wholehearted satisfaction and enrichment of the lives of people globally through
Yoki-Monozukuri implemented from the consumer/customer's perspective
The Kao Group develops consumer product business that targets general consumers. Kao Group business segments that cater to the consumer include: the Beauty Care Business in which we offer prestige cosmetics, and premium skin care and hair care products; the Human Health Care Business with products that include functional health beverages and feminine and baby care products; and the Fabric and Home Care Business, which includes laundry detergents and household cleaners. Also, in the Chemical Business we develop chemical products that meet the various needs of industry.
In these diverse business fields, Kao remains committed to Yoki-Monozukuri implemented from the consumer/customer's perspective so that we may strive for the wholehearted satisfaction and enrichment of the lives of people globally.
Consolidated net sales (As of December 31, 2013)
* Due to a change in the fiscal year end to December, the periods of consolidation for Kao Group companies during the transitional period of FY2012 are as follows.
- Companies in Japan: 9 months from April to December 2012
- Companies outside Japan: 12 months from January to December 2012
For more details
• Net sales shown in the graph indicate those to external customers only.
Company Outline (As of December 31, 2013)
14-10, Nihonbashi Kayabacho 1-chome, Chuo-ku, Tokyo 103-8210 Japan
85.4 billion yen
(Number of employees in Kao Group consolidated companies: 33,054) Representative
Michitaka Sawada, President and CEO
Consolidated Sales and Income (FY2013 ended December 31, 2013)
1,315.2 billion yen
124.7 billion yen
128.1 billion yen
64.8 billion yen
Kao Group business activities are driven by the consumer/customer. Group companies and individual divisions work together organically, and through the spirit of
Yoki-Monozukuri deliver products and services that enable us to share joy with our consumers/customers.
Research and Development
Research and Development in the Kao Group is committed to creating innovative products, ever mindful of the motto, "Integration of Diversity."
Research activities of the Kao Group cross-functionally bring together research functions of product development research and fundamental research. Through such matrix management, knowledge and wisdom of each specialized area is dynamically and flexibly combined resulting in a Yoki-Monozukuri that creates innovative products for the consumer/customer satisfaction. Marketing
Yoki-Monozukuri is the marketing cornerstone of the Kao Group.
We ascertain the needs of consumers, and create products using innovative technologies in response to those needs. We then properly communicate the benefits of products conceived through this process, proposing at the same time ideas of creating an attractive point-of-purchase to enable convenient selection and purchase. As part of these marketing efforts, companies of the Kao Group work together to offer new value that responds to changes in society. Production
To deliver products that can be used safely and with peace of mind, we work with global production bases and are committed to efficient production in pursuit of high quality at reduced costs.
To get products to consumers/customers without delay, we look on a series of processes from the procurement of raw materials to sales of final products as a single flow, link production with retailers, and promote supply chain management that works to avoid short supply while minimizing inventories.
To get valuable products, brands, and information to consumers/customers, we develop comprehensive sales activities. To this end we maintain effective information and logistics networks, propose ideas to create an attractive point-of-purchase and effective sales methods, and provide consumer communication know-how to retailers.
Moreover, we attempt to uncover issues that affect both consumers and retailers from their perspective, and pursue customer satisfaction through solution-proposing sales activities that address both groups.