Marketing Talks

This episode focuses on its strategic shift in target customers.

Initially aimed at tourists, CYCY pivoted its focus to local residents after realizing the significant market potential among daily co…

This discusses redefining the value of idle assets, specifically focusing on how derelict or unused properties can be transformed into sought-after filming locations for movies, commercials, and TV s…

This describes how the Japanese stationery company, Lihit Lab, successfully transformed one of its existing office products into a thriving brand for "Oshikatsu" (fan activities), called "myfa."

This…

This explains how Snow Brand Milk Products' "6P Cheese" revitalized its brand by shifting to a customer-centric marketing approach.

It outlines a four-step framework: deep customer understanding, ide…

This examines a framework for strategic goal setting and measurement, using the example of En-Japan, a Japanese recruitment service.

It outlines a hierarchical approach that begins with defining a cl…

This episode explains strategies for acquiring new customers and re-engaging former customers by analyzing successful marketing approaches of two popular Japanese snack brands: Baby Star Ramen and Ap…

This explores Muji's "gift marketing" strategy, focusing on their retort curry gift boxes as a prime example.

This approach redefines the value of an everyday product, transforming it into a desirabl…

This outlines Mizkan's successful six-step marketing journey to reinvent its 60-year-old Ajipon brand with the new "Infinite Refreshing Spice by Ajipon".

It details how the company identified unmet c…

This episode discusses how Lotte and TOPPAN collaborated to redefine the perception of gum from a mere confectionery to a valuable business tool.

This strategy, termed "perception change," aims to re…

This explores three typical organizational structures for marketing teams: a decentralized model where marketing is embedded within each business unit, a hybrid approach centralizing some functions w…

This introduces a framework for understanding business through four core elements: Target (who the customer is), Value (what unique benefits are offered), Capability (how the value is delivered), and…

This explores Lawson Store 100's comprehensive retail media strategy, emphasizing the seamless integration of advertising with in-store experiences to drive sales.

It highlights how the company aims …

This discusses KATE LICCA, a collaborative product between the cosmetics brand KATE and the doll brand Licca-chan, emphasizing its strategic role in early customer experience and brand building.

It h…

This explores "Job Theory" (Jobs to Be Done), a marketing concept where products and services are viewed as "workers" hired by customers to complete a specific "job."

A job is defined as the "progres…

This describes Kao's "Kao Koremo!" app, a marketing initiative designed to transform their unbranded, utility-focused products into recognized household names.

The app allowed users to scan barcodes …

This episode discusses Anker's new cafe strategy, which challenges the conventional marketing wisdom of narrowing target customer segments.

By opening Anker Store & Cafe, the company aims to expand i…

This discusses B2B digital marketing strategies through the case study of Daiwa Steel Tube Industries, a long-established steel manufacturer.

It highlights the challenges of achieving synergy between…

This analyzes "Rookie OL's Guide to Consistent Marketing Strategy," a business novel that teaches marketing principles through a narrative about a young woman revitalizing an Italian restaurant.

It h…

This examines Toyota GR's marketing approach, highlighting how the brand identifies and caters to diverse customer segments.

It emphasizes the crucial principle of defining "who the customer is" as t…

This examines how the Tamagotchi brand has achieved lasting popularity across generations.

It introduces the newest Tamagotchi device, "Tamagotchi Paradise," highlighting its innovative "Zoom Dial" f…