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Yamazaki Baking: Cultivating a Marketing Culture
This episode examines the marketing culture of Yamazaki Baking, a prominent confectionery company, to understand how organizations can embed a custom…
1 year, 2 months ago
FANCL Premium Calolimit: Integrating Quantitative and Qualitative Marketing Research
This episode discusses how marketing research, specifically the use of both quantitative and qualitative methods, contributed to the success of FANCL…
1 year, 2 months ago
Calbee's Subtract and Focus Strategy
This analysis examines Calbee's decision to release salt-free potato chips as an example of a "subtraction strategy" in marketing.
It explains that w…
1 year, 2 months ago
Novel "Cafune": Themes of Love, Food, Care, and Connection
This piece examines the novel "Cafune" by Akiko Abe, which won the 2025 Japan Booksellers' Award.
The title, meaning "the gesture of gently running f…
1 year, 2 months ago
Understanding Customer Needs: Get, Do, Be
This episode discusses how to understand customer needs beyond the surface level, identifying three main types: Get (what they want to acquire), Do (…
1 year, 2 months ago
The Orbis Shot Plus: Expanding Sales Channels Strategy
This episode presents a case study focused on the Japanese cosmetics company Orbis and its strategy for expanding sales channels to acquire new custo…
1 year, 2 months ago
Awohata's Jam Display Strategy: Trade Marketing Transforms Retail Sales
This episode explains that trade marketing is a marketing approach focused on influencing sales at the retail level by considering the needs of both …
1 year, 2 months ago
Pai no Mi: Customer-First Brand Concept Drives Revival
Lotte's "Pai no Mi" (Flaky Pastry with Chocolate) underwent a significant renewal by shifting its brand concept to focus on the customer's perspectiv…
1 year, 2 months ago
Reaching Future Customers with Asahi and Open House Examples
This episode explores innovative marketing strategies aimed at "un-customers" or those who may become customers in the future.
It examines two case s…
1 year, 2 months ago
Nippon's Sales and Marketing Integration Strategy
Nippn, a Japanese food company, to illustrate the benefits of integrating sales and marketing teams.
Nippn strategically combined these functions int…
1 year, 2 months ago