Marketing Talks

This discusses how Nippon Chozai's private brand traditional Japanese medicine series, 10COINSKAMPO, aims to capture customers by focusing on "Moments of Truth", specifically the First Moment of Trut…

This piece discusses how companies typically rely on external data and surveys to understand customer needs, often struggling to grasp what customers truly want.

It introduces "essential intuition" a…

This episode discusses strategies for identifying and understanding customer needs, moving beyond superficial survey responses to uncover unspoken and potential desires.

It highlights the importance …

This examines the strategy for setting Key Performance Indicators (KPIs), using the example of Daikin, an air conditioner manufacturer.

It highlights the challenge of focusing on easily measured digi…

This episode examines Kirin's "Gogo no Kocha" (Afternoon Tea) brand and its marketing strategy to bridge the gap between the brand's current reality and the perception of light and lapsed users.

It d…

This episode emphasizes that a company's true competition lies not in other businesses, but in understanding and adapting to ever-changing customer needs.

It argues that focusing excessively on compe…

This episode explains the marketing concept of Category Entry Points (CEPs), which are the situational "entry points" or contexts that lead consumers to consider specific products or services.

Unders…

This episode describes Omron Field Engineering's solution to the challenges faced by retail and food service businesses as they adopt more digital equipment.

The widespread use of digital devices lik…

This episode explores the marketing success of "闇落ちとまと" (Darkened Tomato), a product that creatively transformed a perceived weakness, black marks on the skin due to cultivation practices, into a str…

This episode discusses Costco's strategic marketing approach in the US, focusing on its shift to include high-end merchandise alongside its traditional bulk discount items.

It highlights how Costco i…

This episode discusses marketing principles and the importance of customer understanding, using the case of Morinaga Milk Industry's "Partheno" Greek yogurt as an example.

It highlights that a compan…

This episode explores the importance of a company's mission and vision, using Starbucks in Japan as a key example.

It highlights how Starbucks’ clear and consistently communicated mission, centered o…

This review discusses the book "Business, Geopolitics, and Economic Security," emphasizing the critical need for companies to move beyond basic understanding and integrate these factors into practica…

This episode discusses brand longevity and how products can remain popular over many years.

Using Nissin Food Products as a case study, specifically their Cup Noodles and Chicken Ramen, they explore …

This piece, inspired by a Harvard Business Review article on P&G's data utilization, emphasizes the critical importance of moving beyond simply understanding "what" is happening with data.

The core m…

This episode discusses customer insight in marketing, defining it as the hidden, often unarticulated truths about consumers that drive their behavior, distinct from obvious needs.

It emphasizes its i…

This episode discusses the marketing concept of "moments," which are described as significant instances in consumers' daily lives that offer opportunities for brands to connect.

It explains that mome…

This episode examines the marketing culture of Yamazaki Baking, a prominent confectionery company, to understand how organizations can embed a customer-centric perspective across all departments.

It …

This episode discusses how marketing research, specifically the use of both quantitative and qualitative methods, contributed to the success of FANCL's "Premium Calolimit" product.

Quantitative resea…

This analysis examines Calbee's decision to release salt-free potato chips as an example of a "subtraction strategy" in marketing.

It explains that while salt is conventionally expected in potato chi…