Nissin's Surume Cycle Marketing Strategy

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 television commercials designed to pique curiosity and encourage online searching and sharing. This leads to online engagement and user-generated content (サイバー or "cyber"), amplifying the brand's message across various digital platforms. Finally, it online buzz translates to in-store presence and real-world experiences (地上 or "ground"), driving purchase behavior and deepening customer loyalty.

The strategy emphasizes the importance of creating a compelling brand narrative that resonates with consumers at different levels of engagement, from new customers to loyal fans.