P&G Approach: From Data to Decision and Execution
This piece, inspired by a Harvard Business Review article on P&G's data utilization, emphasizes the critical importance of moving beyond simply understanding "what" is happening with data. The core me...
1 Mai 20257min
Good Customer Insight from FANCL's Moisturizing Face Wash
This episode discusses customer insight in marketing, defining it as the hidden, often unarticulated truths about consumers that drive their behavior, distinct from obvious needs. It emphasizes its im...
30 Apr 202511min
Capturing Marketing Moments: P&G's Approach to Business Opportunity
This episode discusses the marketing concept of "moments," which are described as significant instances in consumers' daily lives that offer opportunities for brands to connect. It explains that momen...
29 Apr 20258min
Yamazaki Baking: Cultivating a Marketing Culture
This episode examines the marketing culture of Yamazaki Baking, a prominent confectionery company, to understand how organizations can embed a customer-centric perspective across all departments. It h...
29 Apr 202512min
FANCL Premium Calolimit: Integrating Quantitative and Qualitative Marketing Research
This episode discusses how marketing research, specifically the use of both quantitative and qualitative methods, contributed to the success of FANCL's "Premium Calolimit" product. Quantitative resear...
28 Apr 202511min
Calbee's Subtract and Focus Strategy
This analysis examines Calbee's decision to release salt-free potato chips as an example of a "subtraction strategy" in marketing. It explains that while salt is conventionally expected in potato chip...
27 Apr 20259min
Novel "Cafune": Themes of Love, Food, Care, and Connection
This piece examines the novel "Cafune" by Akiko Abe, which won the 2025 Japan Booksellers' Award. The title, meaning "the gesture of gently running fingers through a loved one's hair" in Portuguese, s...
26 Apr 20259min
Understanding Customer Needs: Get, Do, Be
This episode discusses how to understand customer needs beyond the surface level, identifying three main types: Get (what they want to acquire), Do (what actions they want to perform), and Be (who the...
26 Apr 202510min
