JINS 360° Crafting Customer Choice Through Marketing

This describes how JINS, an eyewear company, developed and marketed its "JINS 360°" unbreakable glasses by focusing on customer-centric strategies.

It outlines a six-step marketing framework, beginning with identifying and understanding customer needs, such as the frequent problem of broken glasses, especially at the hinge. JINS then created a solution with its "all-direction movable hinge" and communicated its benefits through engaging methods like in-store press demonstrations and digital campaigns.

It emphasizes that effective marketing creates tangible value for customers, leading to sustained product selection and business success through a holistic, company-wide approach rather than isolated departmental efforts.