Marketing Talks

This discusses the importance of customer-centricity in marketing, emphasizing the need to understand customers from their perspective rather than solely from a seller's viewpoint. It uses the histori...

28 Touko 20259min

This piece examines how Kirin Namacha successfully rebranded by applying the Jobs to Be Done theory. It explains that this theory views products as "workers" consumers "hire" to achieve "progress" in ...

27 Touko 202510min

This episode describes Nissin Foods' "Surume Cycle" marketing strategy, which aims to create a continuous loop of consumer engagement. The cycle begins with mass advertising (空中 or "air"), primarily t...

26 Touko 202511min

This analysis examines how the dining complex Barchica03 in Osaka, Japan, achieved success by utilizing empathy marketing. Instead of targeting the general public, they focused on the specific, unmet ...

25 Touko 202511min

This episode examines the case of Shabuyo, a Japanese all-you-can-eat shabu-shabu restaurant chain, and its strategy to redefine its customer value and brand concept. Initially known simply for abunda...

24 Touko 202510min

This review explores a novel titled "Thirteen Year Olds' Business Textbook," which presents business fundamentals through a fictional narrative. The story centers on a middle school student who forms ...

23 Touko 202513min

This episode examines how companies can improve customer recall and sales, particularly for products not frequently considered. It introduces two crucial concepts: Category Entry Points (CEPs), which ...

22 Touko 202516min

This analysis explores the successful tourism marketing strategy employed by the city of Kobe, Japan, using the Nunobiki Falls as a central example. The approach focuses on reinterpreting existing res...

21 Touko 202510min