Applying Job Theory for Marketing Case Study and Insights
This episode explores Job Theory as a powerful marketing concept for understanding customers and developing value propositions. It introduces the PJM Method, a framework centering on a brand's Purpose...
14 Touko 202514min
BtoB Problem and Issue Setting Framework
This episode outlines a three-step framework for BtoB businesses to achieve results by focusing on their customers. First, it emphasizes understanding the customer, including their definition, circums...
13 Touko 202514min
Nurturing Future Customers: Yanmar's Symbiosis Farm Strategy
This discusses the importance of engaging "future customers" (those who won't buy immediately but might later), contrasting this with focusing only on immediate buyers. It uses Yanmar's Symbiosis Farm...
12 Touko 20259min
10COINSKAMPO: Marketing through Moments of Truth
This discusses how Nippon Chozai's private brand traditional Japanese medicine series, 10COINSKAMPO, aims to capture customers by focusing on "Moments of Truth", specifically the First Moment of Truth...
11 Touko 20259min
Essential Intuition in Marketing: Kurashicom and Ajinomoto Case Study
This piece discusses how companies typically rely on external data and surveys to understand customer needs, often struggling to grasp what customers truly want. It introduces "essential intuition" as...
11 Touko 202511min
Decoding Consumer Needs for Value Proposition
This episode discusses strategies for identifying and understanding customer needs, moving beyond superficial survey responses to uncover unspoken and potential desires. It highlights the importance o...
10 Touko 202511min
Daikin KPI Design for Long Purchase Cycles
This examines the strategy for setting Key Performance Indicators (KPIs), using the example of Daikin, an air conditioner manufacturer. It highlights the challenge of focusing on easily measured digit...
9 Touko 202513min
Kirin Afternoon Tea: Bridging the Perception Gap
This episode examines Kirin's "Gogo no Kocha" (Afternoon Tea) brand and its marketing strategy to bridge the gap between the brand's current reality and the perception of light and lapsed users. It de...
8 Touko 20258min
