Taisho's Integrated Marketing: Entry Points and Availability

This episode details Taisho Pharmaceutical's integrated marketing strategy, focusing on how they successfully combined television and YouTube advertising for their Lipovitan Jelly product.

It explains the importance of starting with small, manageable initiatives to build internal support and demonstrate early success, such as their initial foray into connected TV advertising. Furthermore, it emphasizes understanding and leveraging "entry points" (CEP and BEP)—the moments consumers consider a product category and subsequently a specific brand—to improve brand recall.

Finally, the discussion highlights the critical interplay between "mental availability" (brand recall) and "physical availability" (ease of purchase), asserting that both must be optimized to maximize sales and avoid lost opportunities.