Marketing Talks

This discusses the importance of customer-centricity in marketing, emphasizing the need to understand customers from their perspective rather than solely from a seller's viewpoint.

It uses the histor…

This piece examines how Kirin Namacha successfully rebranded by applying the Jobs to Be Done theory.

It explains that this theory views products as "workers" consumers "hire" to achieve "progress" in…

This episode describes Nissin Foods' "Surume Cycle" marketing strategy, which aims to create a continuous loop of consumer engagement.

The cycle begins with mass advertising (空中 or "air"), primarily …

This analysis examines how the dining complex Barchica03 in Osaka, Japan, achieved success by utilizing empathy marketing.

Instead of targeting the general public, they focused on the specific, unmet…

This episode examines the case of Shabuyo, a Japanese all-you-can-eat shabu-shabu restaurant chain, and its strategy to redefine its customer value and brand concept.

Initially known simply for abund…

This review explores a novel titled "Thirteen Year Olds' Business Textbook," which presents business fundamentals through a fictional narrative.

The story centers on a middle school student who forms…

This episode examines how companies can improve customer recall and sales, particularly for products not frequently considered.

It introduces two crucial concepts: Category Entry Points (CEPs), which…

This analysis explores the successful tourism marketing strategy employed by the city of Kobe, Japan, using the Nunobiki Falls as a central example. 

The approach focuses on reinterpreting existing re…

They discuss the importance of understanding customer context in marketing and business strategy. It highlights that successful offerings stem from comprehending not just customer behaviors but also …

This e analyzes how Japan's Starbucks has achieved remarkable success despite the company's struggles elsewhere by applying the principle of "big aspirations, low perspective". It involves maintainin…

This episode discusses brand extension, explaining how companies can leverage the existing recognition and trust of a well-established product to launch new offerings.

It uses the successful example …

This outlines a comprehensive approach to effective marketing research that moves beyond mere data collection.

It emphasizes that valuable research should directly inform "next actions" and contribut…

This analysis of Cool Japan examines its shortcomings in promoting Japanese culture and products overseas, arguing that while Product (the content itself) is strong, weaknesses lie in the other 4P's …

This episode discusses Mitsui Sumitomo Insurance's marketing strategy centered on customer understanding. It explains how the company, despite being well-established, recognized a need to better gras…

This explains how the company Paris Miki achieved a V-shaped recovery from financial difficulties by focusing on customer experience (CX).

It details their strategy of using the Net Promoter Score (N…

This analysis highlights key takeaways from the classic book "How I Raised Myself from Failure to Success in Selling" by Frank Bettger, originally published in 1964.

Drawing on Bettger's personal jou…

This describes how Lightec, a long-standing maker of disposable lighters, reinvented their product's purpose to address a shrinking tobacco market.

Facing declining demand, Lightec reimagined lighter…

This explores the concept of brand equity, which refers to the total value a brand holds in consumers' minds, encompassing trust, affection, and positive associations that influence purchasing decisi…

This episode explores Job Theory as a powerful marketing concept for understanding customers and developing value propositions.

It introduces the PJM Method, a framework centering on a brand's Purpos…

This episode outlines a three-step framework for BtoB businesses to achieve results by focusing on their customers.

First, it emphasizes understanding the customer, including their definition, circum…