Internet Marketing Cases, Japan, 2014

© 2014, Internet Marketing, Professor Janghyuk Lee 1 1

Internet Marketing Cases

This document compiles ‘Internet marketing cases’ conducted by

International Business MBA students who took ‘Internet Marketing’

course at Tsukuba University while I was visiting Tsukuba University ,

February 2014.

Each of company report includes following contents;

A brief history of target company

A summary of target company’s Internet Marketing activities

Target campaign: description & performance

References

I’d like to thank all of Tsukuba IB MBA students and who were on

exchange program from around the world.

Janghyuk Lee, Associate Professor of Marketing

September 3, 2014

http://biz.korea.ac.kr/professor/janglee





List

Line, Japan: O2O campaign with ZEON

American Express, U.S.: Small business Saturday

Disney, U.S.: My Disney Experience (off to on-line)

Coca-cola, Japan: Coca Cola Park (social game site)

Toyota, Japan, Harrier campaign

Virgin America, U.S.: On board safety campaign

Glico (confectionaeries), Japan: Job seeker cheer up campaign

Aeon (retailer), Japan: Totte campaign (shot image & get information)

O2O

Wacom, Japan: 10,000 follower campaign

Company Report

Internet Marketing - Line

Nadeeshani S. Abeysekera(Nadee)

University of Tsukuba MBA-IB

[email protected]


Company Introduction

History

Line the mobile application has been started their activities in ,

2011 and has boosted users and has become the most popular chat

application in Japan. Recently Line expanding their activities globally.

Main business units

Line chatting is basically an application like facebook and skype.

The specialty of Line is their emocons(Emotional Icons).

It has become popular because the users can communicate their real

feelings using the emocons without typing words .


Sales/Profit (recent 3 years

Japan is in the top position of the Global usage of Line

In Japan, the registered number of line users are 200 million!


Internet Marketing Activities

Communication

Web/mobile site, blog, Facebook, YouTube, Twitter, App, etc.

Line’s main communication is through Mobile.

Face book

http://aeon-otokucamp.net/

Sales

Channels

Mainly 2 channels

1. Sales of Emocons

Line sells emocons JPY 200/set

They send the news of the new campaigns and introduce stickers

2. Provide platform service for the companies to display their products and

services using Lines. They offer coupons or discounts for the Line users.

Recent campaigns

020 campaign


What is O2O Campaign

O2O Campaign = “Online To Offline Campaign”

This use the platform service that Line provides to many companies who wants to

promote their products and services.

They use it to bring their customers from online to offline shops to buy the real go

ods. Users who have registered in Line and be in the community of the specific s

hop or brand get discounts or benefits.

http://line-使い方.jp/2013/11/08/1284

© 2014, Internet Marketing, Professor Janghyuk Lee 8

Line O2O campaign

ZEON –is a famous shopping mall in Japan.

They have special 10weeks campaign.

In the first month of campaign, they boosted their newly registered users upto, 2million.

Campaign

Results

• Start: Nov 1, 2013

• Carried all over Japan

•Provides unique information about their year end

sales ,both online shopping and at the real shopping

malls.

•30,000shops has been participated.

The promotion is still ongoing

•First month Registered user growth 2million

• November Profit of Zeon boosted to 119%

compared to last year.


Zeon Campaign Special 10 Weeks – Example One

Buy Cutllets from Zeon, get Kitty Line stamps

In Japan, Line is getting very popular. So they introduce the campaign as

a bundle of Cutlet + Stamp.

This allow Zeon mall to increase their sales of cutlets, at the same time

Line has the opportunity to increase their users.

Therefore, it creates win-win condition to all three parties, Zeon, Line and

Customer


＊Accessibility to wide range of products at once.

Normally, shops are doing sales campaigns separately.

But this time around 30,000 shops in Zeon has done the

sales campaign at once, including the LINE customers pulled into

the system

* Easy Accessibility to the places, Zeon Mall : 180 malls in Japan

* Easiness to purchase, share Information, education of the customers

Line promotion messages provide an ample of information to the

customers that they can pre-arrange their shopping to receive the

maximum advantage.

(Normally people reach to the place and check the products and discoun

ts)

Zeon Campaign Special 10 Weeks –How O2O campaign is different from

usual sales promotion


2) What are the pros and cons for ZEON to work with Line for promotion?

Pros

－Ability to use LINE users who are already experience ecommerce,

to start Zeon’s new campaign.

- Online ,Ontime update of the campaign information

Because, Line users are said to be the most quick message checkers an

d replies in seconds.

Cons

-To use Line Promotion, Zeon has to pay registration fee to Line

-There are customers who do not use Line as well. So, need efforts to brin

g such customers in to the systems

-May be need to give a agreed section of profit to Line as well.


3) How LINE could work with multiple companies in the same business cat

egory (e.g., after having a campaign with ZEON, how to work with its comp

etitors)

As Line is just providing platform to the business to promote their product

s/services using the huge LINE community.

Therefore, in general for LINE , carrying on similar type of campaigns wit

h another company is possible, if there is no specific agreement with Zeo

n.

To have the same model with the competitors of Zeon but not to make th

e system so generalized and make confusions to the industry, it may be

worth that they have campaigns in Area Wise with competitors.

For example, in Kyushu Area the shopping mall line, Marushoku is very

popular and many aged people are there. So, Line can first attract senior

(old) customers and make them use LINE and then shift them to Offline.

To have the same type of activities with ZEON’s competitors, Line always

must think of differentiating and customizing the promotions according to

the competitor’s culture and relationship with the customers.


Reference

http://news.livedoor.com/article/detail/8249434/

American Express (AMEX)

Company Report

American Express Company (AMEX)

Oon Lamsam, Internet Marketing 01PC311



American Express (AMEX) is one of

the largest global financial operators

by card payment value

The company has established

partnerships with the largest travel

companies, financial institutions, and

merchants around the world which

enable it to present a unique value

proposition to global consumers.

Source: Euromonitor 2013 & American Express Annual Report 2012

Company Background



American Express segments its

business into four separate units:

1) International Card Services

2) Global Commercial Services

3) Global Network Merchant Services

4) US Card Services *

*The US Card Services unit with charge and credit cards as the principal

financial products generate 49% of the company’s total income in 2011.

Source: Euromonitor 2013

Business Units



Total revenues net of interest expense of $31.6 billion, 5 % increase

from $30 billion in 2011

Diluted earnings per share based on net income attributable to

common shareholders was $3.89, down 6 % from $4.12 in 2011

Source: American Express Annual Report 2012

Financial Performance 2012

( Millions except percentages, per share amounts and ratio data) 2012 2011 2010

Change 2012 vs.

2011

Total Revenues net of interest expense $31,582 $29,962 $27,582 5%

Provisions for losses $1,990 $1,112 $2,207 79%

Expenses $23,141 $21,894 $19,411 6%

Income from continuing operations $4,482 $4,899 $4,057 -9%

Net Income $4,482 $4,935 $4,057 -9%

Earnings per common share from continuing operations-diluted $ 3.89 $4.09 $3.35 -5%

Earnings per common share-diluted $ 3.89 $4.12 $3.35 -6%

Return on average equity 23% 28% 28%

Return on average tangible common equity 29% 36% 35%



Financial Performance 2012

Net Income of $4.5 billion,

down 9 % from $4.9 billion

ROE equals to 23.1 %,

compared with 27.7%

Growth rate is slightly

slower in 2012 compare to

2010 and 2011 due to the

challenging global

economic environment

Source: American Express Annual Report 2012



AMEX cardholders tend

to spend more and use

their cards more

frequently than other

operators’ customers due

to AMEX’s competitive

advantage.

Credit Card Market Share

In comparison to other cards, AMEX’s unique competitive

advantage lies in its ability to view transactions of both

buyers and merchants which offer more personalized and

relevant rewards program to each individual cardholder

This leads to a more satisfying experience of using the card that

leads to higher switching cost to other cards



Communications

Sales American Express generates revenue from:

1) Discount merchant rates

2) Travel & commission fees

3) Card fees

4) Net Interest income

5) Other fees

Main Facebook, Twitter, YouTube, LinkedIn,

page and Foursquare partnership

Affiliated social media pages to diversify

contents for specific audiences. For example

Open Forum Facebook page is specifically for

Business owners.



Target Market

AMEX’s internet marketing strategies have continue to increase

the involvement and spending of two major target groups:

1) Regular upper middle-high net worth individuals

2) Small business owners



Internet Marketing Campaigns

Online campaigns such as Small Business Saturday (2010) directly

targets the business cardholders.

AMEX partnership with Facebook through Link, Like, Love (2011)

aimed to increase regular cardholders' involvement and spending


Small Business Saturday

Campaign

Results

“Small Business Saturday”(SBS) encourage

shoppers to support small businesses across the

US.

It was founded by American Express in 2010 and

has been celebrated on the Saturday after

Thanksgiving ever since

There were nearly 3 million people who liked

this effort on Facebook as of 2014.

In 2010, sales increased 9 % yoy for retailers

that accepted AMEX card on that day.

Among small businesses that participated in

SBS, sales increase by 28% yoy

Within 2 years, SBS has solidified its place as

a National Holiday and cultural phenomenon.


www.youtube.com/watch?v=4RCXLY9MxaQ


Small Business Saturday Facebook Case

http://www.youtube.com/watch?v=4RCXLY9MxaQ



Timeline


Key Idea 1: Enhance Brand Awareness

Social media can be used most proactively to lead consumers toward

long-term behavioral changes. AMEX did not use Facebook as side

activity but fully integrate it to drive web traffic content about Small

Business Saturday and boost brand awareness.

After the initial campaign, 40% of the general public was aware of

Small Business Saturday in 2010. The campaign boosted sales for small

businesses across America by 23%.


Key Idea 2: One powerful shared purpose

Tailored message with a strong shared purpose “shop (at) small business”

shows that people have the desire to act around a purpose they are

passionate about local businesses and communities.

SBS generate consumer driven touch points positive word of mouth

and customers can now add real tangible values to the idea by simply

going out to “shop (at) small business.”

SBS was also promoted by President Obama who tweeted his support and participated by shopping on that day


Key Idea 3: Mobilizes small business &

people

Organize free tools such as advertising

credits on Facebook and Twitter &

assist setting up social network pages

to help small business owners.

Provided regular customers with a

map to find participating stores and

encouraged to complete 4 missions.

Amex is putting actual money behind

helping small businesses and offer

$25 statement credit to cardholders

who shops at least $25 at a

participating small business.


Link Like Love

Results Customer insight and preferences can be

analyzed for instance as 70% of customers

select merchant discount deals followed by

travel (15%), food (10%) discounts, and 5%

others to improves user’s shopping experience.

As of 10 Feb 2014, there are over 11,180 daily

active users using the app.

Campaign American Express reinvent digitalize social

coupon version through “Link Like Love”

campaign in partnership with Facebook.

Through the app, AMEX card members will be

able to select their desired offers based on the

likes and interests and share it to their friends


After linking the AMEX card through “Amex Sync” App with

Facebook, users can unlock card offers and share them with

friends.

Cardholders can choose the exclusive couponless deals they

want and then use their card straight away. Then statement

credits will be sent to their card accounts .This integrate

consumer’s everyday shopping experience without any hassle

and stress.

Key Idea 1: Easy and Fun


AMEX can personalized best matched deals based on user’s

Facebook social graphs and customer knowledge possible with the

large network of merchants around the world

After the purchase, AMEX will also provide Membership rewards

points, exclusive entertainment access and special events based on

individual consumers’ preferences as well.

Key Idea 2:Getting to know more

about you


Cardholders can easily share the experience and discounted

deals within their Facebook network

Research shows that direct recommendations from

peers increase engagement rates some 30 times higher than

traditional online advertising does.

The sharing characteristics of Facebook helps to create new

users, new customers, and merchant partners.

Key Idea 3: Sharing is cool

Source: McKinsey Quarterly, 2012 and BTA Case Study



Sustain meaningful relationship between the customers and the

brand by offering short training courses or networking events so

business owners can gain insightful knowledge from industry leaders

and build social and business network.

Link Like Love

AMEX should provide additional incentives such as point collection for

the cardholder who shares the AMEX offer in their Facebook timeline

Provide further privileges if the cardholder could attract their friends and

their friends finally go buy and refer back to those users.

Recommendations


Learning Points

AMEX aimed to increase the involvement and

spending of both target groups evident in their social

media strategies of Small Business Saturday &

Link Like Love social media campaigns by focusing

on three areas:

1) Connecting People

2) Increase customers’ willingness to spend

3) Let customers do things for company for free


Learning Points

1) Connecting People and enhance

customer network by using Facebook to

offer unique engagement opportunities

which strengthen value to customers

American Express used Facebook

as the central platform of the


and Like Like Love to connect with

people who shared the same purpose

and lifestyle preferences enhanced the

appeal of the campaigns.


Learning Points

2) Increase customers’ willingness to pay by emphasizing the unique

user experience & critical merchant partnerships. This will increase both

customer and merchant’s willingness to pay as they realized the

valuable nature of the network.

Small Business Saturday a movement to celebrate small business

and have successfully drove local shoppers to local merchants across

the US. Since the movement began in 2010, SBS consumers have spent

$5.7 billion to date.

Source: Businessweek 2013


Learning Points

3) Let customers do things for

company for free: Choosing

Facebook to amplify customer

engagement, strengthen loyalty loop

and turn them into brand advocates.

Link Like Love existing

cardholders can share their

recommended deals to their friends

who may or may not be American

Express cardholders. Satisfied users

shared the program, and more

importantly, turn into brand advocates

by providing links to attract new

customers.

I kinda want an @Americanexpress card now so I can try “ Link Like Love FB app


Reference

Related URL

http://about.americanexpress.com/news/pr/2011/link.aspx

http://www.thinkwithgoogle.com/campaigns/american-express-small-

business-saturday.html

http://www.facebook-successstories.com/american-express-sbs

http://www.mckinsey.com/insights/marketing_sales/how_we_see_it_three_se

nior_executives_on_the_future_of_marketing

http://ir.americanexpress.com/interactive/lookandfeel/102700/February_2011

_FI_Presentation.pdf.

http://beyondthearc.com/bta-downloads/bta-case-studies/BTA-CaseStudy-Am

ex-Jan2012.pdf

http://www.businessweek.com/articles/2013-12-02/small-business-saturdays-

5-dot-7-billion-shopping-spree

Related Articles

McKinsey Quarterly, Demystifying Social Media, April 2012

American Express, Consumer Finance Report, Euromonitor 2013

American Express Annual Report 2011 and 2012




http://www.thinkwithgoogle.com/campaigns/american-express-small-business-saturday.html




















http://www.mckinsey.com/insights/marketing_sales/how_we_see_it_three_senior_executives_on_the_future_of_marketing




http://ir.americanexpress.com/interactive/lookandfeel/102700/February_2011_FI_Presentation.pdf




http://beyondthearc.com/bta-downloads/bta-case-studies/BTA-CaseStudy-Amex-Jan2012.pdf
















Company Report

MS.Tipmethaporn Anuponsirikul

201347501

The University of Tsukuba

[email protected]



History

Founded on October 16, 1923 by Walt and

Roy Disney as the Disney Brothers

Cartoon studio

A leading in American animation industry

before diversifying into live-action film

production, television and travel

Best known for Walt Disney Studios

Disney also operates the ABC broadcast

TV network, Disney Channel, ESPN, A+E

Network and ABC family and owns and

licenses 14 theme parks around the world

Mickey Mouse is a primary symbol of the

Walt Disney Company



Main business units

Disney business consists of 5 main businesses

1) Media Networks

Includes broadcast, cable, radio, publishing digital

business, Disney/ABC television group and ESPN Inc.

2) Parks and Resorts Provides Theme park and resort for family travel and

leisure experiences

3) The Walt Disney studios

Bring quality movies, music and stage plays

4) Disney Consumer Products Delivers innovative and engaging product experience

across 1,000 categories from toys to book and fine art

5) Disney Interactive

Create high-quality interactive enterainment across digital media platforms,

online virtual world, #1-ranked web destinations Disney.com



Sales/Profit (recent 3 years) In the past 3 years Disney’s overall sales have been increasing significantly, mainly from Media

networks, Park and resorts and consumer products segments. However, in Studio Entertainment and

Interactive segments revenue have been decreasing.



Communication

Disney has adopted many communication channels in order to reach its customers and building

online Community and interact with fans around the world.

1) Website

International website http://www.disneyinternational.com/ that have 39 country links around the world

2) Mobile site

Disneyworld https://disneyworld.disney.go.com/

Disney game mobile http://www.disney.co.uk/disney-games/mobile/

Disney store mobile http://www.disneystore.com/disney-store-mobile/mn/1006804/

3) Blog

http://disneyparks.disney.go.com/blog/

http://thedisneyblog.com/

http://blogs.disney.com/

http://www.disneyinternational.com/

http://www.disneyinternational.com/

https://disneyworld.disney.go.com/



http://www.disney.co.uk/disney-games/mobile/





http://www.disneystore.com/disney-store-mobile/mn/1006804/












http://blogs.disney.com/



Communication

4) Facebook https://www.facebook.com/Disney 46,529,162 likes · 441,553 talking about this

https://www.facebook.com/DisneyPixar 14,063,007 likes · 22,765 talking about this

https://www.facebook.com/Disneyland 17,605,508 likes · 209,107 talking about this · 5,987,746 were here

https://www.facebook.com/DisneyAnimation 4,329,043 likes · 274,474 talking about this

https://www.facebook.com/WaltDisneyWorld 13,511,751 likes · 418,742 talking about this · 6,232,952 were here

5) YouTube http://www.youtube.com/user/Disney

6) Twitter https://twitter.com/Disney 2,430 tweets, 3.53 Million followers

https://www.facebook.com/Disney

https://www.facebook.com/Disney

https://www.facebook.com/DisneyPixar

https://www.facebook.com/DisneyPixar

https://www.facebook.com/Disneyland

https://www.facebook.com/Disneyland

https://www.facebook.com/DisneyAnimation

https://www.facebook.com/DisneyAnimation

https://www.facebook.com/WaltDisneyWorld

https://www.facebook.com/WaltDisneyWorld

http://www.youtube.com/user/Disney

http://www.youtube.com/user/Disney

https://twitter.com/Disney

https://twitter.com/Disney



Communication

7) App

Disney has developed mobile Apps, mostly games, for Android, iPad, iPhone and iPod touch for more than

200 apps. Many apps are ranked of the top 10 most downloaded apps from Amazon and other stores as well.



Sales

Channels Disney provides sales channels to customer both on-line via disneystore.com and off-line through its

theme park, stores including product license. Disney product includes Disney’s store (clothes, toys,

home and decore, collectible), video, games, movies, shows, music, books, Theme park, hotel and

restaurant etc. Disney segmented its customers by sex and gender: boys, girls, babies and adult.



Recent campaigns

Disney had launched “My Disney Experience” application since August, 2012.


“My Disney Experience” - WDW

August, 2012 – now

Category: Travel

Developer : Disney

(Top 10 apps in Travel category in all stores)

Campaign

Results

• Start: August, 2012

• Only for Disney World in Orlando, FL. USA.

• To give Disney theme park guests more information and

control over each day – sometimes down to each minute – of

their trips. • Compatibility: Requires iOS 6.1 or later. Compatible with iPhone, iPad,

and iPod touch. This app is optimized for iPhone 5.

•GPS enable map+ Mobile app

Within campaign duration:

•Application D/L (Google Play): 500,000-

1,000,000

• iTunes app store: Rating 4+

• Ranked within #10 at Amazon


“My Disney Experience” - WDW Key Idea 1: Provide Information

Provide Disney World park information

- Explore Disney world’s attractions place including descriptions, images and height requirement

- Locate nearest restroom, baby care centers and guest service

- Give info when and where favorite Disney character will be appearing next

- See park hours and schedules

- Browse entertainment such as paradise and fire work

Provide Disney dining information - View menus for dining location and check availability and make reservation

-


“My Disney Experience” - WDW Key Idea 2: Interactive and Engagement

With Interactive maps, customer can zoom and look over map

Real time engagement

- Avoiding waiting line: customer can see wait times for each machine

and see dining availability integrated with map

- Use the new Here& Now feature to instantly find attractions and events

closest to current location


“My Disney Experience” - WDW Key Idea 3: Shared Experiences with family and friends

Create and manage own personalized itinerary, add notes, reminder

View upcoming resort reservations

Save favorite experience Wish list

Sing in to manage personal profile

Share itinerary with family and friends



Campaign Result: Apps itself became popular in Travel

Amazon: Top 10 Apps in Travel Google play: Top Apps in Travel

iOS: Top Apps in Travel



Campaign Result: Apps itself became popular in search

More customer awareness by searching My Disney Experience app increased year

by year

Apps launched



Campaign Result: More visit/engage in Disney world website

After launching the “My Disney experience campaign”, customer increasingly

visit Disney world website



Conclusion and next step

From the past, we can see that Disney get some popularity because Disney

used variety of channel especially in traditional way, mostly TV

commercial. However, presently, the use of internet and the invent of

smartphone do change customer behaviors and paradigm shift. Customers

are now information seeker and know about product than ever before. So,

Disney should keep using its variety of internet marketing or create more

mobile application to engage and get inside about customer buying decision

behavior in order to create more sales and enhance the growth of the

company.


Reference

Related URL

http://thewaltdisneycompany.com/disney-companies

http://cdn.media.ir.thewaltdisneycompany.com/2012/annual/10kwrap-

2012.pdf

http://www.pocketgamer.biz/r/PG.Biz/Chart+of+the+Week/feature.asp?c=

55521

https://disneyworld.disney.go.com/plan/

https://itunes.apple.com/th/app/my-disney-experience-

walt/id547436543?mt=8

https://play.google.com/store/apps/details?id=com.disney.mdx.wdw.goog

le

http://www.alexa.com/siteinfo/disney.go.com

http://www.insidethemagic.net/tag/my-disney-experience/

http://www.google.com/trends/

http://en.wikipedia.org/wiki/The_Walt_Disney_Company




http://cdn.media.ir.thewaltdisneycompany.com/2012/annual/10kwrap-2012.pdf



http://www.pocketgamer.biz/r/PG.Biz/Chart+of+the+Week/feature.asp?c=55521

http://www.pocketgamer.biz/r/PG.Biz/Chart+of+the+Week/feature.asp?c=55521

https://disneyworld.disney.go.com/plan/

https://itunes.apple.com/th/app/my-disney-experience-walt/id547436543?mt=8







https://play.google.com/store/apps/details?id=com.disney.mdx.wdw.google

https://play.google.com/store/apps/details?id=com.disney.mdx.wdw.google













Company Report:

Coca-Cola (Japan) Company Limited

Mutsu Takahashi

University of Tsukuba

Graduate School of Business Science, MBA-IB

Student ID#: 201347520

[email protected]


Contents 1. Company Information

i. History of Coca-Cola (Japan) Co., Ltd.

ii. Main Business Units

iii. Sales & Profit

2. Internet Marketing activities

i. Communication

ii. Sales

iii. Campaign

3. Summary


Company Information:

History of Coca Cola (Japan) Company Limited

• Coca-Cola Company was established by

Asa Candler in the United States in 1892,

and it is now the world‘s largest

beverage company who delivers

freshness to consumers with approx.

500 kinds of beverage brands.

• Coca-Cola (Japan) Co., Ltd. was

established in 1957 in Japan as an

subsidiary of Coca-Cola. It now has #1

market share in Japan.

• The representative brands: world's

valuable brand "Coca-Cola“, "Coca-Cola

Zero", "Fanta", "Georgia”, etc…


Company Introduction: Main Business Units

Coca-Cola West Co., Ltd.

8 Bottler Companies

• Japan’s Coca-Cola system: Coca-Cola Japan Co. Ltd and 8

bottling companies. Coca-Cola (Japan) Co., Ltd. mainly focuses

on Marketing, R&D and concentrate manufacturing.

• Bottler companies produce

consumers’ products by using

concentrate provide by Coca-

Cola (Japan) Co., Ltd.

• This is called Coca-Cola

system and the same as that in

the US Coca-Cola.

• Coca-Cola (Japan) Co., Ltd.

has invested in marketing and

now doing a lot of internet

marketing activities.


Company Introduction: Sales & Profits

Coca-Cola [PERCENTA

GE]

Suntory 20%

Ito-en 11%

Kirin 10%

Asahi 10%

Others 21%

Soft Drink Market Shares in 2012

• Coca-Cola (Japan) Co., Ltd. doesn’t open the financial report publically. However, sales can

be calculated from market size and share. Coca-Cola has had 28-29% market shares from

2010 to 2012.

3

3.5

4

4.5

5

5.5

2010 2011 2012

Market Size and Growth (Trillion Yen)

(Year)

4.86 4.863 4.96

• The 3 years’ sales are as follows: 1.39, 1.39

and 1.4 trillion yens respectively.

• The sales hasn’t significantly change as the

domestic market size hasn’t changed. The

profits are expected to about 7% of the sales.


Internet Marketing Activities: Communication

• Coca-Cola (Japan) Co., Ltd. Official website is

very different from other competitors’

websites. The website is designed like

magazine rather than product introduction.

• Many articles and stories attract people’s

attentions.

• It also contains blogs updated by public

relation department in the company.

• Furthermore, it is linked to Facebook, Twitter

and Youtube official accounts.

• The website has a concept “Story (Journey).”

With the stories, Coca-Cola (Japan) Co., Ltd.

is communicating with consumers by

collecting consumers’ responses. It is an

unique way compared to competitors.

Coca-Cola (Japan) Co., Ltd.

Official Website

Official Website’s Key Idea: Story


Internet Marketing Activities: Communication (cont’d)

• There are many stories in various forms (articles, pictures and vides). One interesting

example of the stories is below: “Secret of the Taste”.

• “Coca-Cola” was first invented in 1886 by John Pemberton, a pharmacist based in Atlanta,

Georgia, and Coca-Cola Company has kept the recipe secret. Even now, it is not open to

the public.

http://www.youtube.com/watch?feature=player_embedded&v=lGxX0x0iN0c

Secret of the Taste • The story is sometimes used for the

marketing (branding) activities.

• This video describes how Coca-

Cola was invented, and it is very

interesting.

• With this story, Coca-Cola (Japan)

Co., Ltd. tries to tell Coca-Cola has

long history and maintain the brand.


Internet Marketing Activities: Sales

Sales Channel

• Coca-Coca products are selling through various channels: supermarkets,

convenience stores, fountain services (e.g. McDonalds) and more. However, the

Coca-Cola system has the largest number of vending machines in Japan (980,000

machines). It is one of their strong competitive advances.

• In addition, recently, some vending machines accept electronic money payment (e.g.

Suica, Pasmo, Edy and etc.), and it enables them to track consumers’ purchases.

• If consumers make electronic payments through some vending machines, they can

get tokens and coupons which can be used Coca-Cola (Japan) Co., Ltd. official

website.

• More campaigns through vending machines and internet You can get coupon!


Social Game Site called Coca-Cola Park

Campaign

Results

• Start: Jun., 2007

• Japan

• Provides game applications, entertainment

contents, and prize promotions through the website

• Consumers can use tokens and coupons which

they get through vending machines.

• 10 million people created accounts in 2011.

• Monthly page views are 1,234,000,000 which

is the largest number among company own

websites in the industry (as of Oct. 2013).

Internet Marketing Activities: Campaign


Coca-Cola (Japan) Co., Ltd.: Coca-Cola Park Key Idea 1: Entertainments

• More than 30 game contents

• Not only game contents but other entertainment contents (e.g. quizzes,

fortunetelling and etc.)

• Each game is related to one product which are now sold by Coca-Cola

(Japan) Co., Ltd.


Coca-Cola (Japan) Co., Ltd.: Coca-Cola Park Key Idea 2: Prize

• Players can get

tokens and coupon

which can be used to

use a prize.

• There are monthly

prize and also special

prize related to

pridcuts which Coca-

Cola (Japan) Co., Ltd.

focus on.


Summary

Conclusion

Coca-Cola (Japan) Co., Ltd. has leveraged internet

marketing very well to reach out to consumers.

Coca-Cola (Japan) Co., Ltd. has maintained the largest market

share in the industry.

It has an story-concept-based website which is a very unique

compared to competitors.

Coca-Cola has entertainment website which the largest number of

consumers uses in.


Reference

Related URL

Coca-Cola (Japan) Co., Ltd.: http://www.cocacola.co.jp

Coca-Cola Park: http://c.cocacola.co.jp

Coca-Cola West: http://www.ccwest.co.jp/english/

Coca-Cola East: http://www.ccej.co.jp/english/corporate/system/

Japan Soft Drink Association: http://www.j-sda.or.jp

Page view ranking in the industry: http://markezine.jp/article/detail/18951

http://www.ccej.co.jp/english/corporate/system/

http://www.ccej.co.jp/english/corporate/system/

Company Report

201247524 Yuichiro Nagai

MBA-IB



TOYOTA

Toyota Motor Corporation (トヨタ自動車株式会社）

Established in 1937

333,000+ employees (consolidated)

2008: Became the world’s top auto manufacture (# of cars produced/sold

– 2nd place was GM)

2013: Sold over 10,000,000 cars (world record) and made an operating p

rofit of +1,000,000,000,000 JPY（１兆円）


Product I was intrigued by:


New “HARRIER”

Started accepting orders in November 13, 2013 => Received 20,000 ord

ers (12,000 gasoline type & 8,000 hybrid) by December 12, 2014 (just 1

month!) -- TOYOTA’s target was actually 2,500 cars per month (800% of

the target)

According to (Japan Automobile Deal

ers Association, HARRIER was never placed in the top 30 selling cars (b

rand-new cars) for many years, but for January 2014:

Placed at 14th place

Sold 4,617 cars (over 8,000% of 2013)


YouTube

On YouTube, “TOYOTA HARRIER NEW Type” hit 1,720 videos

Many driving experience reviews, press releases, motor shows, etc.

Using AdWords (Google)


Google Trends

Sharp rise toward the end of 2013 (at the timing of starting to accept orde

rs) with a keyword “HARRIER”


facebook

facebook’s fan page => TOY

OTA doesn’t talk much about

it.

Not much marketing action i

mplemented on it.


Twitter (TOYOTA’s PR Dept)


Traditional Mass Marketing

TV CM – Seems to be investing a lot in this.

(http://toyota.jp/harrier/movie/#id=655961791002)

Projected brand concepts “stylish/sophisticated”, “for city use”, “for young

, cool people”, “luxury and comfortable (like RX450)”

In fact it’s affordable for 20’s & 30’s (2.7m JPY or above)

http://toyota.jp/harrier/movie/#id=655961791002

http://toyota.jp/harrier/movie/#id=655961791002


Recent Campaign (w/ AGF)

AGF’s brand new product “MAXIM Top Grade HYBRID” X TOYOTA HA

RRIER Hybrid

1 person was able to win a HARRIER and 1,000 people were to win a m

ug for coffer.


Mobile Apps (iPhone/Android)


Sales Channel

Selling at a large number of “Toyopet” dealer shops all over Japan


Recommendations

YouTube Exposure

They should definitely make promotion movies on YouTube. If search by T

OYOTA HARRIER on YT, no TOYOTA-made promotion movies come up,

so there’s so much room for them to grab attention of targeted users. User

s upload test driving videos and such, but TOYOTA should be able to creat

e high quality, branding-sensitive movies with a tiny budget compared to w

hat they invest in TV commercials.

Twitter Engagement

TOYOTA PR account doesn’t seem to engage with followers or anyone wh

o talks about TOYOTA cars. They should use Twitter Search to find conver

sations about TOYOTA cars and engage with them, NOT by simply pushin

g information and selling, but by listening to them and pulling their needs o

ut.


Recommendations

Targeted magazine exposure

As new HARRIER is clearly geared toward late 20’s – late 30’s males who

are stylish-car-conscious, look for semi-luxury SUVs. So, magazines like U

OMO, Men’s CLUB, even LEON could be a good place to put advertiseme

nt on, and try to engage through some events with the subscribers of the m

agazines. It’s also well-targeted potential customers.

TV commercials

It is probably okay to keep investing in TV commercials as it should still be

somewhat effective to raise awareness, but probably they need to be caref

ul about what time to air it (definitely not during daytime). Cut the budget gr

adually (e.g., 30% cut first, and then 50%) and see how their sales turns o

ut, while investing a lot more *efforts” into using internet Ads, YT, TW, FB

more effectively.

Company Report - Virgin Atlantic Airways Limited –

01PC311Marketing II,

Internet marketing

Miho Yasuda


Graduate School of Business Science

Master of Business Administration in International Business

E-mail address: [email protected]

Date: Feb. 26, 2014

mailto:[email protected]


Table of contents

1. Company introduction

2. Internet marketing activities

3. Conclusion

4. References


Virgin Atlantic Airways Limited is a small but “the Virgin” airline.


Internet marketing activities

Conclusion References

1984: established by Richard Branson’s Virgin Group in UK. 2012: JV with Delta airline (49% of share hold by Delta while 51% of it by Richard Branson). 2013: launched “Virgin Atlantic Little Red” (UK domestic).

History

Long – haul passenger airline service with world major cities (34 destinations) - Base airport: Gatwick, Heathrow and Manchester air

port (UK) - No. of fleet: 39 - No . of passengers: roughly 5.5 million / year Product - Upper Class (Eg. longest bed of any airline’s business

class) - Upper Class Seat 2012 (JFK only) - Premium Economy Class - Economy Class - The Virgin Atlantic Clubhouse Loyalty program - Flying Club (individual) - Flying Co (Corporate)

Main Business Unit

Online Retail Awards - Winner of the coveted ORA Prix d'OR (top ac

colade) - Best Leisure & Travel Website Digital Impact Awards - Bronze - Best use of digital in the travel and l

eisure sector BIMA Awards 2013 - Commended - Website User Experience World Travel Awards 2013 - Our London Heathrow clubhouse lounge, crowned winner of Europe's leading airline lounge 2013

Awards

To provide the highest quality innovative service at excellent value for money for all classes of air travellers.

Mission statement


Virgin Atlantic is in financial challenges.



Conclusion

References

2,579 2,357

2,700 2,740 2,870

68.4 -132.0 18.5 -80.2 -69.9

(1,000)

0

1,000

2,000

3,000

4,000

2009 2010 2011 2012 2013

Financial performance (2009 - 2013)

Group Sales

Group Profit (Loss)Before Tax


Communication on

the experience of

flying Virgin Atlantic

Digital space is a platform to develop an on-going relationship wit

h customers in-between flights.



Conclusion

References

Communication

Brand’s website/ mobile site to excite customers about the travel experience

- Blog, - Sales by E-bookings

YouTube - 4,505 Subscribers

Twitter - 229,474 followers - hashtag #fitfoo - Hashtag #HowIClubhou

se

Facebook - 305,088 likes

App (first airline who adopted mobile app) - Virgin Atlantic App - Virgin Atlantic's London Ci

ty Guide

Instagram - 10.105 followers - Hashtag #HowIClubhouse

Linedin - 33,806 followers


Virgin Atlantic is ranked Top 4 as most influential airline brands on twitter.



Conclusion

References

Most Influential Airline Brands on Twitter

Source: http://fanpagelist.com/category/brands/airline/view/list/sort/influence/page1


Virgin Atlantic does series of marketing campaigns.



Conclusion

References

Year Slogan Means of communication Purpose

2009 “Still Red Hot For 25 Years”

TV commercial http://www.youtube.com/watch?v=6cM4EOeJzHA

25th anniversary

2010 “Your Airline's Either Got It, Or It Hasn't”

TV commercial http://www.youtube.com/watch?v=Hbib-A6NpW8

Global campaign with a new logo and livery

2012 “Flying in the face of ordinary (FITFOO)”

TV commercial, print and outdoor ads, in-flight promotional pamphlets, website, twitter, Facebook, Hulu, YouTube, broadcaster app ,other online channel globally http://www.youtube.com/watch?v=WptXNmxtE88

Launching new global brand proposition “captures the airline’s passion for flight and demonstrates how Virgin Atlantic goes beyond the norm to deliver unforgettable experiences for its passengers”

Recent marketing campaigns


Viral marketing is the core of Virgin Atlantic marketing.



Conclusion

References

Case 1: Virgin Atlantic Safety Video

Marketing activity

Results

Virgin Atlantic launched hippy and sexy pre-flight safety video mimicking music video. Their intention was to provide customers “really unique and fun flying experience” with the blend of in-flight safety and entertainment. Uploaded on YouTube on Oct. 29, 2013

http://www.youtube.com/watch?v=DtyfiPIHsIg

8,823,261 views (4 months) on YouTube

Key insights

Successful internet viral marketing by letting people talk and pass the message embedded in the Virgin Atlantic Safety Video. This marketing activity enhanced the message’s exposure and influence with limited budget by taking advantage of other’s resource. This also aligns with their intention to be conversational brand.

hybrid model involving both the online and offline spaces allowing costumers can feel Virgin Atlantic personality in more reality.

Reinforced Virgin Atlantic brand proposition to deliver “unforgettable”, fun experience for passengers.


Hybrid model strengthens Virgin Atlantic’s viral marketing.



Conclusion

References

Case 2: Took to the streets to Boston

Marketing activity

Virgin Atlantic scoured social networking site Twitter to hunt for @VAAintheUSA followers to brighten up by splash of colour (Red and purple, the VA’s corporate colour) an otherwise grey and rainy day. A team of Virgin Atlantic cabin crew in a bright red Mini Cooper visited Bostonians in need and brought cupcakes, one a bright red poncho, a pair of hunter wellington boots, red scarves and mittens, and even a packed lunch. Executed in March 2013

Key insights

hybrid model involving both the online and offline spaces allowing to develop deeper relationships with their customers in-between flights .

Internet viral marketing by starting from online which their customers already use, which has more potential to spread the buzz around in the digital space.

Great use of digital platform to do a lot of innovative and playful stuff as they intended.

Reinforced Virgin Atlantic personality even outside of flights in off-line space.


Virgin Atlantic needs to convert the “virus” to booking.



Conclusion

References

• Virgin Atlantic’s internet marketing is excellent in terms of engaging current or potential customers in between flights by their model involving both the online and offline spaces.

• Virgin Atlantic’s message in each marketing activity clearly delivers their brand proposition and brand personality of “playfulness”, that is, “Virgin-ness” which is meant to make customers’ experience “fun and ultra cool” as much as “irresistible” .

• However, their challenge is to make their conversational brand into booking and consumption of their service so that their financial performance get back in shape.


References

Related URL

http://www.inc.com/janine-popick/how-virgin-atlantics-marketing-nails-it.html

http://www.executivetravelmagazine.com/articles/airlines-new-online-marketing-strategies

http://fanpagelist.com/category/brands/airline/view/list/sort/influence/

https://knowledge.wharton.upenn.edu/article/virgin-america-beat-odds-u-s-airline-market/

http://www.airlinetrends.com/2013/03/30/virgin-atlantic-boston-surprise-twitter-followers/

http://en.wikipedia.org/wiki/Virgin_Atlantic

http://www.complex.com/art-design/2013/01/virgin-atlantic-releases-new-advertising-campaign-flying-in-the-face-of-the-ordinary

http://www.virgin.com/travel/reinventing-in-flight-safety



Conclusion

References





















































































Company Report

Ezaki Glico Co., Ltd

Tsukasa Mori

201247531

MBA in International Business


[email protected]

Company Overview


History

Glico is established in 1922 by Riichi Ezaki

who found glycogen, carbohydrate in oyster

broth and started to sell nutritional candy with

the name “Glico”.

Glico’s corporate identity is “Good taste and

good ealth” and Riichi Ezaki decided “Goal-in”

logo as a symbol of the candy.

After the success of the candy, Glico continue

to develop new products with their corporate

identity and become one of Japanese leading

sweets company.

As Japanese kids grow up with eating Glico

products such as sweets and ice cream, Glico

is popular for all generation.


Sales by business unit in FY 2012

Main Business Units

Glico’s main business is confectioneries, ice cream, and milk and dairy

products and they account for than tree-forth of total sales.

Generally Glico’s products are not expensive regardless of business unit,

but affordable for daily consumption.

As Japanese kids grow up with eating Glico products such as sweets and

ice cream, Glico is popular for all generation.


Sales/Profit

Sales is stable because sweets industry in Japan is matured.

Glico is struggling to stop a downward tendency of income because they

need huge promotion expense to maintain sales.

Sales past 3 years Income past 3 years


Website

Glico has company website which provide comprehensive information

about product, company history, and IR

Glico also leverage website as sale channel “Glico Net Shop”.

Consumers can buy gift set and health food which are high price line for

Glico product.


Facebook

Glico has company account on Facebook and try to collect consumer

voice through interactive communication

In addition, Glico also has Facebook account for specific popular product.


YouTube

Glico has YouTube contents about TV-advertisement

Original character with pretty looking or little kids with dancing or singing

are usually used, which contribute make Glico’s product popular by all

generation.

Glico’s TV advertisement is unique and YouTube maintain and increase

its exposure as people access these movie.


Twitter

Glico own Twitter account Managed by public relations department

The contents are information about new product, company history, and

episode about product.

Glico collect a wide rage of consumer’s opinion with tweets

Recent Campaign


Glico Goal-in Campaign

2 month campaign to cheer up student job seeker

based on corporate symbol mark “Goal-in”.

Campaign

Results

• Start: Dec, 2013

• In Japan

• Cheering student job seekers

• SNS link + Real event

Two month in:

• Increase Facebook access, collect

approximately 6,000 “like”

• Increase students who are interested in Glico

• Getting a variety of media exposure


Glico Goal-in Campaign Key Idea 1: Demand from student job seeker

Glico HR department organize training session for job interview which is

not official selection process.

University students, especially interested in working for Glico, can post

message and their picture with holding their goal-in pose.

Students who collect more “like” on his/her picture on Facebook are

invited to practice interview.


Glico Goal-in Campaign Key Idea 2: Sympathetic Theme

This unique campaign can get much attention and sympathy and

exposure of Glico as company increase.

Generally company provide information about recruit one-way to

applicant on web site, but this campaign is held by interactive media,

which is rare as recruiting activity

It is called employment ice age the past 5 years and people understand

how severe students get fulltime job through competitive job selection.


Glico Goal-in Campaign Key Idea 3: Connect company product with cheering job hunting

Glico share the information about not only this event but also their

product on Facebook page of this event.

Originally Glico’s products such as sweets and snacks are not related

with cheering students, but these two can be connected by Facebook.

This event make it possible to achieve both company’s image

enhancement and sales promotion.


Reference

Company URL

Website http://www.glico.co.jp/en/

Facebook https://www.facebook.com/glico.jp

YouTube http://www.youtube.com/user/glicocafeole

Twitter https://twitter.com/glico_PR

Campaign URL

Website http://minnade-glico.com/2015/

Facebook https://www.facebook.com/glico.saiyo

http://www.glico.co.jp/en/



https://www.facebook.com/glico.jp

https://www.facebook.com/glico.jp

http://www.youtube.com/user/glicocafeole

http://www.youtube.com/user/glicocafeole

https://twitter.com/glico_PR

https://twitter.com/glico_PR

http://minnade-glico.com/2015/




https://www.facebook.com/glico.saiyo

https://www.facebook.com/glico.saiyo

Company Report

- AEON -

Mitsuhiro Matsumoto

Tsukuba MBA-IB

[email protected]

http://www.aeon.info/


Introduction

Æ ON is Japan’s single-largest shopping mall developer and operato

r.

ÆON is earning the highest operating revenue in Japan’s retail indus

try.

Operation Revenue \5,685 billion

Total Number of card holders for AEON Credit Service 31.75 million

Number of mall type shopping centers (SC) 157 malls

Number of general merchandise stores (GMS) 598 stores

Annual total transaction volume made by WAON e-money card \1.2 trillion

Number of Group employees 360,000 people



1926

The first Sozaemon Okada establishes Shinoharaya in Yokkaichi and begins trading in

kimono fabrics and accessories.

http://www.aeon.info/en/aboutaeon/history.html

1758

1970

1974

2001

2003

2005

2011

2013

The sixth Soemon Okada restructures Okadaya as a joint stock company. Okadaya Kimono

Fabric Store established with \250,000 in capital.

The first merger: Okadaya merges with Futagi, Okadaya Chain, Kawamura and Jusco and

changes name to Jusco the following month

Jusco listed on the Second Sections of the Tokyo, Osaka and Nagoya Stock Exchanges.

Jusco Co., Ltd. becomes Aeon Co., Ltd. and Aeon Group changes name to Aeon. "Global

10" vision announced.

Mycal and Mycal Kyushu joins Aeon.

Aeon Co., Ltd. and Carrefour S.A. agree on a strategic business tie-up. Aeon Co., Ltd.

acquires management rights of Carrefour Japan, and changes name to Aeon Marche.

History

Aeon acquires shares of Marunaka Co., Ltd., and Sanyo Marunaka Co., Ltd. to make these

two companies Aeon's subsidiaries.

Aeon acquires shares of Daiei to make it Aeon's subsidiary.



Main business units

http://www.aeon.info/en/aboutaeon/gp.html



Main business units


44% of revenue comes

from general

merchandise stores

(GMS: 598 stores)

25% of revenue comes

from shopping mall

(SM : 157 malls)



Sales/Profit (recent 3 years)


Both operating revenue and ordinary income have been increased in the

recent 3 years.




Communication

Facebook Twitter

Mobile

YOUTUBE LINE

AEON stores providing the information of daily special bargains

through SNS such Facebook, twitter, LINE.

AEON also provides commercial movies by utilizing Youtube.




Sales

Channels (Retail shops and internet shops)

https://www.aeonshop.com/shop/c/c01050000059020/

AEON SHOP

In addition to the retail shops, AEON offers internet shops

named ‘AEON SHOP’ in the portal site.

Customers can purchase products for daily use and gifts

through the internet.

AEON can deliver the ordered products within 3 hours at

the earliest from the nearest shop.

AEON GMS/SC (Nearest)

Delivery

Order

AEON SHOP AEON GMS/SC (Nearest)

Internet shops



Recent campaigns

Campaign

“Totte! Info. (shot image, get information)”

• Start: Dec 20, 2013

• Collaboration among AEON, Yahoo Japan and Softbank.

• Gradual introduction in AEON GMS of Japan

• Propose a new shopping style linking retail shops and internet shops.

• Provide the information of bargains

• WAON (e-money) + Mobile app

Provide information about the products through mobile app.

Totte!

Info.

Shot image of products or

pop-up advertisements

Display recipe sites and product info. site.


Key Ideas

AEON ‘Totte Info. (shot image, get information)

Push-type advertisement

Integrating customers’ experience ‘retail shops’ with ‘internet shops’

Utilizing ‘Yahoo!’ and providing bargains info.

Promoting ‘WAON (e-money)’ service

Build relationship with customers on daily basis in real and virtual

shops

Enhance the loyalty to ‘AEON’ by providing valuable information

Understand finance of customers by providing ‘e-money platform’

Analyze purchasing behaviors from ‘big data’ and conduct ‘one to

one marketing’


Reference

Related URL





http://www.softbank.jp/corp/group/sbtm/news/press/2013/20131120_01/














Company Report

Shigenori Kobayashi

Tsukuba University MBAIB

[email protected]

mailto:[email protected]


Wacom Company Introduction

Name Wacom Co., Ltd

Found 1983 Jul.

CEO Masahiko Yamada

Head Office Kazo, Saitama, Japan

Company site http://www.wacom.com/ja-JP/jp/

Employees >930

Industry Computer input devices and software

Products Bamboo, Intuos, Cintiq, Pen Partner, Volito

Capital 4.235 Billlion JPY

Wacom

Brand business

Professional Products

Consumer products Components

business

Business Model


Wacom Product Portfolio Mapping


012345

Customer

s

Suppliers

RivalNew

entrants

Alternativ

es

5 Forces analysis

Five forces

analysis SWOT Analysis Strategies

Suppliers

Alternatives

Industry Rivals

New Entrants

Customers

Customers strong bargaining power - Big firms(Samsung, MS, Acer) has strong bargaining power. - Although Samsung holds Wacom’s 4.97% share, the market price is continuously dropping, and price concession is required to sustain the biz. Alternative New technologies is emerging - Technology innovation of Tablet/Smart Phone are so dynamic… New technologies tend to add extra value to the customers.

Suppliers, Rival, New Entrants Wacom has high bargaining power - New entrants: High entry barrier, since Wacom has developed technologies. - Wacom is the market leader of Input-by-Hand market.(80% share)


Strength - Global #1 Intuitive Input-by-Hand Share - Alliance with Global Players (Samsung) - Great Marketing Capability - Abundant Free Cash Flow - Loyal Professional customers <Intuos, Cintio, STU> - Own sales channel(Wacom On line store)

Weakness - less variety of product(application) mix Intuitive Input-By-Hand - Brand recognition for consumer Brand Business <BAMBOO> product line -Value Proposition to the customer is vague…

Opportunities - More in Components business Smart phone : SONY, (iPhone), HTC,,, Tablet : Kindle - Accelerate Brand Business more exposure to the public - M&A or Strategic Alliance Excavate & Invest prospective ventures New user Interface Technology

Threats - Possible market maturity of Tablet & smart phone - Emerging new technologies/interface such as wearable gadget - Google Glass, Galaxy watch) - Voice recognition, - Brain computer interface, etc.

Five forces



Matching : Converting :

Input-by Hand IF leader

Abundant FCF

M&A

Strategic Alliance

Acquire new technology

New User Interface Technology

Enhance Brand to the End User

Expand Input-by-Hand market

Consumer (BANBOO)

Brand Recognition

Tablet/Smart Phone market Maturity

Strengths

Opportunities

Capabilities

Weakness Threat

Opportunities

Five forces




Communication

Web site : http://www.wacom.com/en/us/

Facebook : https://www.facebook.com/Wacom

Google+ : https://plus.google.com/+wacom/posts

LinkedIn : http://www.linkedin.com/company/wacom-americas

YouTube : http://www.youtube.com/channel/UCM30ZgSgtj5E-hg0luug4xQ

Twitter : https://twitter.com/wacom

iTunes Apps : https://itunes.apple.com/nz/app/bamboo-paper-notebook/id443131313?mt=8

Sales

Channels : Web : Company website, Amazon,

Retail store : Yodobashi Camera, Big Camera, Yamada Denki,,,

Recent campaigns

Twitter/Facebook 10,000 Followers Campaign

Cintiq Campaign

http://www.wacom.com/en/us/

http://www.wacom.com/en/us/

https://www.facebook.com/Wacom



https://plus.google.com/+wacom/posts

https://plus.google.com/+wacom/posts

http://www.linkedin.com/company/wacom-americas




http://www.youtube.com/channel/UCM30ZgSgtj5E-hg0luug4xQ



https://twitter.com/wacom

https://twitter.com/wacom

https://itunes.apple.com/nz/app/bamboo-paper-notebook/id443131313?mt=8








Twitter/Facebook 10,000 Followers Campaign

3 steps for Campaign

1st : 1/10-1/16 BAMBOO

2nd : 1/17-1/23 INTUOS

3rd : 1/24-1/30 INTUOS PRO

Campaign

Results

• Start : 1/10, 2014

• Place : Japan

• Provides presents to the person who tweet

wacom’s products to twitter.

• Target : Expose Wacom’s products to the public

Experience Wacom’s product through SNS

• Google search ‘wacom’s products slightly increased

• Campaign related tweet :

•Twitter : 9453

•FB : 144

•Follower became 16,699 <increased 69% followers>


Experience Wacom Products Key Idea 1: Visualize Use model of the products

Provide use model of the products using footages

Company site linked with Twitter, FB, Youtube, Google+

easily share user’s experience to their friends

easy to get connect with other users


Experience Wacom Products Key Idea 2: Utilize many footage to introduce

Linked with Youtube and provide manual of products

Lead users to Facebook to share their experience to their friends

Easy to purchase products from the link.

Fun to see the footage


Reference

Related URL

Samsung Galaxy Note 3

http://www.samsung.com/jp/note3/experience/

Video, image, etc.

http://www.youtube.com/watch?feature=player_embedded&v=Dve3ljnCmSg

http://www.youtube.com/watch?feature=player_embedded&v=neQECD

MU1jE

http://www.youtube.com/watch?feature=player_embedded&v=9SP0mIC

2db4

http://www.youtube.com/watch?feature=player_embedded&v=KOl1sho5eeA





http://www.youtube.com/watch?feature=player_embedded&v=neQECDMU1jE



http://www.youtube.com/watch?feature=player_embedded&v=9SP0mIC2db4






Google Search Wacom’s product

# of searching has slightly increased but brought limited impact to the company… Why???


Why the campaign impact was limited???

Brand recognition is not good enough Although Wacom has own web sites and exposed to on-line main channel, main sales were from their retail channel. The Campaign was only recognized by limited number of the users(professional users?)…


What could be better ???

Collaborate with their retailers Wacom sells their product through the following retail channel in Japan - Yodobashi Camera, Big Camera, Ks Denki, PC Depo, Apple store, Joshin Denki, Best Denki….. Utilize those retail channels and create synergy effect ex: a) Lead from Web to the retail store b) Lead from the retail store to on-line store


END

Internet Marketing Cases, Japan, 2014

Internet

Transcript of Internet Marketing Cases, Japan, 2014