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In the instant coffee muddler market, was holding a 70% share Nestle. Mid-1960, Nestle had been holding muddler a 50% market share of Japan "Nescafe" (later of "Nescafe-Ekusera") in already. It was made with instant coffee manufacturing method called conventional spray-drying process this "Nescafe". And in 1967, Nestle had refrained muddler from the release of "Gold Blend" new. The "Gold Blend", and freeze-drying process of its own, the flavor was making in a way that time of what it can hold is applied. Imperative was the (This device may not cause Kaniba metallization) that in the instant coffee market, to launch a new "cold blend" does not erode the share has a 50% share already of "Nescafe" for Nestle at the time . As a consequence, while acquiring a 20% share of the market seven years after the introduction, maintaining its share "Nescafe" and "Gold Blend". Nestlé continues to hold a share of 70% together two brands in the instant coffee market from at this time. The manner in which, to avoid the Kaniba metallization, Nestle occurring? Achieved 70% market share? muddler Mr. Nobuo Momose "What is good advertising" in (Momose Nobuo Author), woven served as advertising responsible for Dentsu side at that time, Irasshaimasu wrote that at this time. At the time, (hereinafter, excerpt from p.59-105 ibid) "Gold Blend" muddler released, was top secret. In the elite members of Dentsu and top management of Nestle, meeting was repeated for two agenda. 1. 2 to be minimized as described above goal of advertising and marketing policies, the Kaniba personalization with Nescafe. (Characteristic of the product to appeal to consumer) copy strategy Consumer Promise = "Gold blend, muddler with respect to aroma and fresh taste, there is a good that is not the same as regular coffee" target = of flavor and aroma that is not the same as "regular coffee (The people who think in search muddler of quality, and may pay high that much different) men and women. to expect instant coffee "
With special shooting a new recipe "and frozen at minus 40 degrees coffee beans, and containment muddler and fragrance taste detonated by applying heat momentarily to this, the granulated coffee beans" and, to flow in the video, head line. "That horse is revived in this moment, the horse of the coffee freshly muddler ground" This has been washed away by the newly launched advertising campaign. The timing of the release immediately after it I had is necessary to penetrate the consumer, the recognition "We make delicious doing this.'ll Unlike the instant of until now" and. As a result, the market share of less than 5% in a few years from released muddler "Gold Blend". You may have penetrated as referred to in the "innovator theory", between muddler the early adopters and innovators. On top of that, in order to raise the "Early Majority" the customer base, massive advertising campaign was held. I was thinking the new creative muddler team. To think and instant coffee "gold blend has been able to produce the authentic taste that can not be obtained in the instant of normal in the manufacturing method. Freeze-drying Let's stop. So myself. Let's you mainly taste that's coffee communication You can profess, you want to appeal to the boaster. "But muddler time TV CM 30 seconds. Even saying, "to overturn the common sense until now, Gold Blend is a delicious instant coffee was also observed in coffee communication" in this limited time, it is not transmitted to the audience. Creative team work all night in the hotel Tomarikon. muddler At one point, the eye will stop the sign of a restaurant that had been kept on suffering. "Shop tell the difference," "people with is this a! Feelings, and that coffee communication is, I'm such a person" who understands "the difference in short" was the moment to name the headline of "man muddler you know the difference" was born. that this headline is good, except that in spite of the fact that said case is it above the instant coffee powder, it is wrapped in oblate it well. Did not exist in the instant market so far, instant coffee for the first time and attention to taste. Even people of coffee connoisseurs to people annoying the taste of coffee, coffee for me to recognized. It became the head line, which contain the contents of the appeal all of these.
Coffee because it was seen as a product of Western, the preceding "Nescafe" was advertised muddler on the stage of New York City, Paris, and London as an "international city" series. So in order to avoid Kaniba personalization of the "Nescafe", setting the stage in Japan is "Gold Blend". Also, at the time, coffee luxuries. In order to taste the coffee muddler and music cafe, in a quiet atmosphere had a large city, it was decided to produce a cultural flavor. muddler For the convenience of instant coffee, I decided to tell the subtext by inserting a scene pour hot water into the cup further. Composer Masao Yagi-san muddler composed CM song famous "Dabada ~" and "Awakening", Schima wallichii Kayo, who is said to be the "queen of scat" is in charge of the singing voice. Personnel selection of "man you know the difference" was selected in the line "I excelled in talent, that seems to stick to taste stubbornly, obsessed with things, a pro among pros charming bigoted" and. At the time of exit the series "Men see the difference" in 1985, share the "Gold Blend" occupies in the instant coffee market was over 1/4. After that, "people know the quality" series (up to 1999), we are continuing "People enjoy the difference" series (from 2000). This is known as "70% market share" to bite, but this is a great number. Kupuman you have studied the law of Lanchester muddler are made in the "Kupuman target value", and it is as follows. muddler exclusive market share: 73.9% ... a complete monopoly share. Impossible is little possibility that the top is reversed and the short term. relative stability Share: If the brand / company of 41.7% ... lead accounted for this share, the top position is stable. Unless suffered contingency, but are not reversed. Market share effect: unstable and number as a number in the case of 26.1% ... top. If this number is in a position to influence the market at any second runner-up. parallel competition Share: any company nor obtained the status of 19.3% ... stable top, state companies and multiple muddler brands are antagonistic to side-by-side. Market share cognition: level whose existence is recognized by 10.9% ... market. market presence Share: Share to be allowed to present at 6.8% ... market. At the level of this following, must also withdraw as long as it is not expected to be growth potential
Nagai Takanao
For confidential information protection, Korea edition of the "Method 2 sell at 1000 yen Cola 100 yen," which I purchased shredder, the finished crowdsourcing, famous muddler conductor Ochiai of Tozan order in the logo of "office Nagai" your graduation "Think global, act local" than, the customers and also great sites visualizing.info that "visualization" "Think locally, act regionally, leverage globally" things various Shinya-san, to January muddler 27 able to meet, instant Starbucks will study the best "VIA" is the impossibility to decide the deadline a little unexpectedly delicious. Then, God come down to (perhaps) to join the Nikkei Telecom 21. It takes money, but worth it is likely
Famous conductor Ochiai's Shinya Nagai Takanao Tozan, your graduation on January 27 - famous muddler conductor Ochiai Shinya's 2014/01/22 10:00:00 Masanori muddler Tsuchiya Tozan at, 1 月 27 canned coffee has created a market muddler of 800 billion yen from 2014/01/22 10:00:00 TETSU zero at - - on your graduation muddler day at 2014/01/07 9:00:00 Nagai Takanao E Victor Frankl finished reading "Night and Fog new edition" Author. finished reading "Night and Fog new edition" 2013/09/26 12:00:00 Sasaki Yasu Victor Frankl E Author at - that made me think about the meaning muddler of life. at 2013/11/25 8:00:00 willpow9 - Satera MF 4120 MF 6780dw: You have switched the 2013/09/26 12:00:00 Nagai Takanao composite printer at - that made me think about the meaning of life at 2013/11/16 21 that Satera MF 4120 MF 6780dw - - at 2013/11/25 8:00:00 Jobs " Nagai Takanao official site, "we Petit Renewal: You have switched the composite printer participated in the 15th World Council of Management at 2013/11/16 21:00:00 Nagai Takanao - the 00:00 aho "Nagai Takanao official site", was Petit renewal. (Part 5) second day the memorandum: - at 2013/10/28 15:00:00
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