Kao THE ANSWER emotional value customer centric co-creation
This details the remarkable market turnaround of Kao’s hair care division through the strategic launch of their premium brand, THE ANSWER. By shifting focus from pure functional attributes to an emoti...
11 Jan 5min
Koiwai Strained Yogurt usage context and scene redefinition marketing
Koiwai Dairy Products revitalized its brand in a saturated market by redefining the consumption context of yogurt through a unique squeeze-pouch design. By moving away from traditional tubs and spoons...
10 Jan 4min
Lumine Shinjuku customer attraction business model
This provides a detailed analysis of why the Lumine Shinjuku shopping center has maintained its position as a top-ranked facility for attracting customers for four consecutive years. The core argument...
9 Jan 5min
Karaoke Manekineko "comeback salmon" strategy and business model
This offers an in-depth business model analysis of the Japanese karaoke chain, Manekineko, highlighting the reasons behind its significant growth, even during the pandemic. The core of Manekineko's su...
8 Jan 4min
TOKIQIL mystery T-shirt customer insight and value proposition
This provides a detailed case study of TOKIQIL, a Japanese apparel brand that sells "puzzle T-shirts" which can only be purchased by solving a hidden riddle within a set time limit. It explains that T...
7 Jan 4min
Trade Marketing - From Concepts to Practical Methods
This explains trade marketing, defining it as the activity where manufacturers target retailers’ buyers and consumers (shoppers) to maximize sales at the point of purchase. Effective trade marketing h...
7 Jan 9min
Lenovo gaming PC marketing strategy to expand heavy to light users
They examine Lenovo’s strategy for expanding its gaming PC market share in Japan by shifting focus beyond traditional, heavy users. This approach was driven by the recognition that an exclusive focus ...
6 Jan 4min
Asai Ryo "In the Megachurch" - Marketing narrative pros and cons
They provide an in-depth book review of Ryo Asai's novel, In the Mega Church, focusing on how it illustrates the "light and shadow" of marketing in contemporary Japanese society. This emphasizes that ...
5 Jan 12min
