© M.Hallahan/Sumitomo Chemical-Olyset Net
As one of the most important mission in business, “marketing” comprise themes like:
We think, the key, is sharing "common view" with your customers or clients upon your product, service or brand.
Is your company's perception upon your own brand or product, same as what your clients see?
Is your brand/product value claim, understood by markets in line with what your team has expected?
Is your service perceived really differently, among all other alternatives for customers?
And is your brand, still beloved by loyal customers, in a same level as it was in the past?
In most case, insufficient recognition upon your stake holder's perception - which ends up with the "gap" between you and them - , induce loss of important marketing opportunity.
Every market, target, segment or demand, is consist of persons and their psychology in the last mile.
It keeps changing, sometimes drastically.
By combined approach with top-tier strategy consultants' knowledge and marketers' planning skills, we supports and navigates our clients marketing, business development and corporate strategy issues, in Japan, Asia and Africa.
[ Project examples ]
Introduction of product and brand to new market in new country | global brand rebuilding | data based marketing and CRM implementation
[ Project examples ]
Sales expansion planning of new online services | brand renewal strategy planning based on market research
[ Project examples ]
Brand communication rebuilding project, with CI professional, brand contents creator and designer.
[ Project examples ]
Target segment evaluation project, etc.
[ Project examples ]
New service basic planning | advisory upon client's marketing organization building etc.
New FMCG consumer product/brand introduction in Asia and Africa countries; chemical industry.
details
Have your company or your own acquaintance, ever considered about launching your brand or product in African market?
A chemical major company client; Sumitomo Chemical was facing to the situation that they need to transform their existing business: donation-purpose product sourcing market of anti-diseases, toward their own marketing approach to end-users, because of the impact of global recession to donation-market. Although they have established product with differentiating technology basis and owned leading market share in donation business, they did not have enough knowledge nor skilled resources that was required to start business in Kenya consumer/ end-user market, through supermarkets and major commercial channels.
We supported the client as a virtual project leader of clients' team, led the brand launch execution plan including expected F/S projection of whole new business, commanded a market research to reconfirm the plan, supported negotiation toward distribution contract with local potential partner, then conducted the advertising campaign with the help of local ad-agency when launching the product actually in Kenya market after 1 year lead-time.
As a result, the new brand/product promptly acquired No.1 share in the existed market, after 6 months from the launching.
The company is now trying to enlarge the target country from Kenya, toward neighbouring countries and other regions, based on the format and business process that led successfully in Kenya, as their first launched country.
Organization of global brand rebuilding platform (brand guidelines): premium automotive brand.
details
A world leading automotive Toyota Motor was in demand of rebuilding their worldwide brand management operation, as a result of local-shifted brand operation for long years.
The requirement of the project was, balancing to "keep the local motivation and existing excellence" and "centralize brand control operation to keep brand value consistent through the world". Our staff joined to the existing client's project team, organized and led periodical global task force meeting & discussions with members from worldwide distributors, making consensus in multiple domain of branding elements, that is required when they manage sales & marketing operation of the brand in many different countries including future launching territory.
As a result, client reached to the goal to issue "first global brand guidelines", that has been still in use globally to keep consistency of LEXUS brand, especially in the course that they expand the geographical territory of their premium brand: LEXUS.
Toward their strategic global flagship model's full model change opportunity, automotive client company needed to achieve the global impactful PR activity, that their team never executed yet. Toward successful achievement of this goal, as a leading member of client's project team, our member conducted total planning and management of this event starting from budget allocation plan by multiple global related entities, planning of actual operation procedure, management of preparation by lots of related parties in/out the client company, to on-site management of huge global scale event in the venue at Europe.
A remarkable world scale event successfully closed its 1 month period, providing operational format to the client organization continuously, that is keep in use up to now.
Digital booklet available
Details
Toshi Asaeda
Founder and CEO
Business and marketing strategy professional.
Brand analysis and rebuilding.
Global brand platform; Lexus/ Toyota Motor.
Consumer market launch in Africa; Olyset Net/Sumitomo Chemical.
Bio:
Managing consultant, Corporate directions Inc.
Account manager, Dentsu Singapore PTE Ltd.
Graduate school of Univ. Tokyo, Japan.
Makiko Ogawa
Director
New business development / execution and marketing planner.
Baby & Maternity industry specialist.
SP trainer.
Bio:
Account manager, baby & maternity domain, Recruit (Holdings) Co., Ltd.
Marketing solution planner, Dentsu Inc. and Delphys Inc.
Keio University, Japan.
