Marketing Talks

This episode discusses how to understand customer needs beyond the surface level, identifying three main types: Get (what they want to acquire), Do (what actions they want to perform), and Be (who th…

This episode presents a case study focused on the Japanese cosmetics company Orbis and its strategy for expanding sales channels to acquire new customers.

It highlights how Orbis launched a new, low-…

This episode explains that trade marketing is a marketing approach focused on influencing sales at the retail level by considering the needs of both retailers and consumers.

It highlights the importa…

Lotte's "Pai no Mi" (Flaky Pastry with Chocolate) underwent a significant renewal by shifting its brand concept to focus on the customer's perspective.

Initially positioned internally as a chocolate …

This episode explores innovative marketing strategies aimed at "un-customers" or those who may become customers in the future.

It examines two case studies: 1) Asahi Beer's temporary non-alcoholic st…

Nippn, a Japanese food company, to illustrate the benefits of integrating sales and marketing teams.

Nippn strategically combined these functions into a single organizational structure, fostering bet…

This introduces VUEVO Display, a transparent real-time translation device developed by Pixie Dust Technologies.

It highlights the product's value proposition by examining its specific application in …

Ma & Me Latte is presented as a case study in understanding deep consumer desires, moving beyond surface-level needs to uncover "hidden true feelings" or customer insights.

It emphasizes that truly s…

It explores Kikkoman's strategic entry into the Indian market by focusing on the local popularity of Indo-Chinese cuisine.

Recognizing that traditional soy sauce use was absent, Kikkoman adopted a "J…

This discussion introduces "art thinking" as a method to cultivate unique perspectives and generate original solutions, particularly beneficial in uncertain environments.

It highlights a book by Yuki…

How Euglena Co. expanded its customer base by observing unexpected usage of its existing health-focused products.

Discovering that parents were giving their supplements to children, the company devel…

It analyzes I-ne's marketing strategy, highlighting their focus on the Key Performance Indicator (KPI) of "cumulative trial rate," which measures the percentage of all store visitors who have ever pu…

Discussion strategies for business growth by examining two case studies.

The first case highlights S&B Foods' approach to revitalizing their long-selling Red Can curry powder through brand extensions…

This explains the "Jobs to Be Done" (JTBD) theory in marketing, which posits that consumers "hire" products or services to achieve progress in specific situations rather than purchasing them for thei…

It highlights the success of SakaWa's "Wiiide," a projector designed specifically for blackboards, emphasizing the importance of understanding customer context and unmet needs.

It details how SakaWa,…

This talk introduces the "Jobs to Be Done" theory in marketing, explaining that consumers "hire" products and services to achieve progress in specific situations.

It uses the example of Pickle, a rap…

P&G's marketing framework for building brand superiority.

It outlines five key elements: product excellence, impactful packaging, persuasive brand communication, effective retail execution, and ultim…

Don Quijote (aka Donki) internal "Display Iron Man" competition is examined as a method for cultivating business skills and enhancing customer value.

The discution highlights how this contest, where …

Drawing parallels between ancient Chinese history and modern business, this talk analyzes the downfall of nations in the historical story about Xiang Yu and Liu Bang.

It identifies five critical fact…

A book review as summarizing the key concepts of "The Brand Marketing: Logically Explaining Why Everyone Loves That Brand."

It highlights the authors' perspective that a strong brand is built on trus…