Starbucks Japan: Big Vision, Low Stance
This e analyzes how Japan's Starbucks has achieved remarkable success despite the company's struggles elsewhere by applying the principle of "big aspirations, low perspective". It involves maintaining...
20 Touko 202515min
Meiji Oishii Milk Coffee and Brand Extension
This episode discusses brand extension, explaining how companies can leverage the existing recognition and trust of a well-established product to launch new offerings. It uses the successful example o...
19 Touko 20259min
Driving Business with Effective Marketing Research
This outlines a comprehensive approach to effective marketing research that moves beyond mere data collection. It emphasizes that valuable research should directly inform "next actions" and contribute...
18 Touko 202513min
Cool Japan: Customer-Centric Marketing 4P
This analysis of Cool Japan examines its shortcomings in promoting Japanese culture and products overseas, arguing that while Product (the content itself) is strong, weaknesses lie in the other 4P's o...
18 Touko 202512min
Mitsui Sumitomo Marine: Rediscovering Value Through Customer Insight
This episode discusses Mitsui Sumitomo Insurance's marketing strategy centered on customer understanding. It explains how the company, despite being well-established, recognized a need to better grasp...
17 Touko 20258min
Paris Miki's NPS-Driven CX Transformation
This explains how the company Paris Miki achieved a V-shaped recovery from financial difficulties by focusing on customer experience (CX). It details their strategy of using the Net Promoter Score (NP...
17 Touko 202517min
Book: How I raised myself from failure to success in selling
This analysis highlights key takeaways from the classic book "How I Raised Myself from Failure to Success in Selling" by Frank Bettger, originally published in 1964. Drawing on Bettger's personal jour...
16 Touko 20258min
Litec's Market Expansion: Redefining Product Purpose
This describes how Lightec, a long-standing maker of disposable lighters, reinvented their product's purpose to address a shrinking tobacco market. Facing declining demand, Lightec reimagined lighters...
15 Touko 20259min
