yyk group case study

1. YKK GROUP
BRAND AND PRODUCT
MANAGEMENT PRESENTATION.
By: Omar Syed

2. The Zipper:

3. Introduction
• The YKK Group is a Japanese group of manufacturing
companies. world's largest zipper manufacturer.
• most famous for making zippers; also manufactures
other fastening products, architectural products and
industrial machinery.
• The initials YKK stand for Yoshida Kōgyō Kabushiki
Gaisha , meaning "Yoshida Manufacturing
Corporation".
• YKK produces fasteners and architectural products at
109 YKK companies in 71 countries around the world.

4. Brief History
• Pre World War II: initially known as San-es
Shokai
• founded by Tadao Yoshida in Higashi
Nihonbashi, Tokyo in January 1934.
• specializes in production and marketing of
fastening products.
• After World War II: In January 1946 the company
registered the YKK trademark.
• purchased a chain machine from the U.S. that
allowed the automation of the zipper making
process.

5. Diversification
• In November 1961, diversified to include
aluminum products for buildings.
• In 1966, a new product YZip was introduced, an
extra strong and durable zipper for jeans.
• real estate business in Singapore in December
1984.
• Into agricultural business in Brazil in January
1985.
• The company was finally renamed YKK in August
1994.

6. Products
• Zippers
– Standard Metal
– YZiP®: Metal zipper, extra durable for jeans
– EverBright®: Metal zipper, polished for visual appeal and corrosion
resistant
– Excella®: Metal zipper, polished and plated for visual appeal, also in
different colors. [Available in silver, gold and antique finish.]
– Standard Coil
– Conceal®: Plastic coil zipper with concealed elements (no visible teeth)
– Vislon®: Standard - rugged plastic zipper
• Hook and loop products, more commonly known under
the Velcro brand name of a competitor.
• Plastic parts, including various types of clips and buckles.
• Snaps and buttons, including snap fasteners and jeans buttons.

7. Key Management Principle
YKK SEEKS CORPORATE VALUE OF HIGHER
SIGNIFICANCE
• advocates the "Cycle of Goodness: conceived
by YKK's founder Tadao Yoshida who said, "No
one prospers unless he renders benefit to
others."

8. Work Ethic
• YKK “smelts its own brass, concocts its own
polyester, spins and twists its own thread, weaves and
color-dyes cloth for its zipper tapes, forges and molds
its scooped zipper teeth …” and on and on.
• YKK even makes the boxes it ships its zippers in. And of
course it still manufactures its own zipper.
• manufacturing machines—which it carefully hides from
the eyes of competitors.
• With every tiny detail handled under YKK’s
roof, outside variables get eliminated and the company
can assure consistent quality and speed of production.

9. YKK Environmental Policies
'Earth Friendly Company'
• YKK group proclaims that it will address and
promote harmony with the environment as the
highest priority of their business activity.
• It is their policy to always improve on and exceed
the requirements of local environmental
regulations.
• At their plants in India, we hold the Oeko-Tex
certificate which officially recognizes the
ecological harmlessness of textile products.

10. Price Fixing
• On September 19, 2007 YKK was fined 150.3
million euros by the European Commission for
running worldwide price-fixing cartels and
sharing markets with zip-makers Prym and
Coats.
• Coats of Britain and Prym of Germany were
fined 122.4 million and 40.5 million euros.
• YKK lost their appeal to the General Court on
June 27, 2012

11. THANK YOU.