Yogurt Partheno's Two-Step Value Design

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 company's perceived value of a product can differ from the actual value customers experience, and that focusing on the latter is key to success. By listening to heavy users through interviews and conducting quantitative surveys, Partheno discovered its primary appeal was its rich taste, not just its protein content, leading to a two-step value design emphasizing both deliciousness and nutritional benefits.

This shift, driven by a deep understanding of customer needs, resulted in significant sales growth for the brand.