Marketing Talks

This examines how mini vegetables have gained popularity, demonstrating a shift in societal values and marketing strategies.

Initially perceived as inferior due to their small size, mini vegetables a…

This discusses strategic growth approaches through two distinct case studies.

The first highlights how Mitsui Sumitomo Insurance's CX Design Department adopted a "Think Big, Start Small" methodology,…

This examines Fujifilm's successful "X Series" digital camera brand, attributing its popularity to a concept-driven marketing approach.

Despite the widespread use of smartphones for photography, Fuji…

This presents a six-step framework for recruitment success, drawing a direct parallel between marketing principles and talent acquisition.

It emphasizes that just as businesses create reasons for cus…

This discusses Kao's "Powerful Deodorant Strong" product line, specifically designed for healthcare and nursing facilities, highlighting its successful marketing approach.

The core of this success li…

This analyzes ChargeSPOT's pricing adjustments, offering insights into customer-centric strategies.

They detail ChargeSPOT's initial misstep when a price increase, based on incomplete data, led to cu…

This review describes Shuichi Yoshida's epic novel, "Kokuho," which traces the extraordinary life of Kikuo, a man born into a yakuza family who ascends to become a celebrated kabuki actor.

The narrat…

This outlines Fancl's "Clear Up" skincare line for elementary school children as a case study for successful new business development.

It emphasizes a four-step process: first, selecting a specific b…

This discusses Kirin's "Whisky Delivered 20 Years Later" project, a unique product that sold out rapidly despite its high price point.

The success is attributed to redefining whisky as a life partner…

This emphasizes the critical importance of defining one's "battlefield" and "customer" for business triumph.

It illustrates this concept through two distinct case studies: the strengths and limitatio…

This analyzes the success of Kao's Quickle Senmenbowl Cleaner, a product designed to address a previously unrecognized consumer need.

It explains how Kao identified a widespread, yet unarticulated, d…

This provides an overview of Suntory's "insightful organization," which leverages the SECI model for knowledge creation.

The SECI model outlines a four-stage process: Socialization (sharing tacit kno…

This examines Yamada Denki's successful implementation of Google's P-MAX advertising tool, analyzing it through the lens of "Jobs to Be Done (JTBD) theory."

This theory posits that customers "hire" p…

This explores how Kyowa Kogyo, a manufacturer of industrial wire mesh, transformed its brand image by embracing "perception change" as a marketing strategy.

Initially viewed as "old and uncool," the …

This offers an overview of the book, "The Loneliness of Ants and Human Health" by Akiko Kotoh, which explores the profound impact of social isolation on the lifespan of ants.

The book highlights how …

This explains how chocoZAP, a 24-hour self-service gym, achieved rapid growth by internalizing its marketing efforts instead of relying heavily on advertising agencies.

This strategic shift allowed c…

This explores the concept of "bias break," a strategic approach to innovation that involves intentionally challenging ingrained assumptions and industry norms to create new value.

Using the unique Fu…

This emphasizes the strategic importance of revitalizing established brands rather than solely focusing on new product development when sales stagnate. It argues that neglecting existing products, ev…

This outlines four crucial steps for successful new business development, drawing insights from the case study of AirCloset, a monthly fashion rental service.

It emphasizes strategically selecting a …

This emphasizes that business success hinges on identifying the appropriate "battlefield" or market.

It argues that understanding where to compete is more crucial than how to compete. It uses the exa…