KIRE-NA marketing for consumer behavior change and-unmet needs
This outlines a consumer-driven marketing strategy exemplified by the successful launch of Pilot's KIRE-NA highlighter pen. The key insight is that changes in consumer behavior, specifically the rise ...
28 Dec 20255min
Apple iPhone innovation to improvement strategy
This analyzes Apple's iPhone marketing strategy, focusing on how the company shifted its approach to cater to the majority market rather than just early adopters. It argues that while the Mac (before ...
27 Dec 20254min
Itoham Yonekyu new customer acquisition context marketing
This outlines a context marketing strategy focused on acquiring new customers, using the case of Itoham-Yonekyu to illustrate key concepts. The central premise is that existing and new customers resid...
26 Dec 20254min
Saga green agri valley reframing and value creation
This introduces and analyzes the Saga Green Agri Valley initiative in Japan, which redefines carbon dioxide from a pollutant into a valuable, sustainable resource. This plan centers on transforming a ...
25 Dec 20254min
Shiseido Hadagumi test marketing to PMF journey
This offers a detailed case study of Shiseido’s facial cleanser, "Hadagumi," tracing its journey from initial test marketing through the pursuit of Product Market Fit (PMF). It explains how Shiseido’s...
24 Dec 20254min
CEP and BEP - Secret to driving brand specific purchases
We discuss strategic marketing concepts known as Category Entry Points (CEP) and Brand Entry Points (BEP), which are crucial for ensuring a company's product is recalled by consumers at the right time...
24 Dec 20257min
Japan Haagen-Dazs brand strategy unchangeable core and flexible changes
This provides a detailed analysis of Haagen-Dazs's brand strategy in the Japanese market, focusing on how the brand has maintained its premium status for over 40 years. It explains that a strong brand...
23 Dec 20254min
Marketer career building with mathematical differential and integral
This explores how the mathematical concepts of differential and integral calculus can be applied as a framework for understanding and building a career in marketing. Differentiation is presented as fo...
22 Dec 20254min
