Improbably, Lion builds affinity for detergent
The Japanese manufacturer is working to tackle P&G and Kao's lead in a market with extremely limited brand engagement.
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Suntory works to recharge Japan’s tired mainstream beer segment
CASE STUDY: The company is pursuing a strategy of sampling for its The Malts brand with a focus on shared house residents.
CASE STUDY: Healthy appeal rekindles tomato-juice demand in Japan
A marketer from one of Japan’s top Japanese vegetable and fruit juice producers explains how new packaging helped more than triple tomato beverage sales.
How Asahi found favour among women with a 'healthy' highball mocktail
One of Japan’s top drinks companies capitalised on a new health benefit labeling regime to bolster demand for nonalcoholic beverages
Buddhism and baseball: How Philips segments grooming customers in Japan
CASE STUDY: Philips follows a strategy of micro-segmentation as it aims to grow sales of its grooming products in Japan.
CASE STUDY: How Glico re-energised Pocky with a dance move
Roping in a popular musical act, the snack brand made 'The Sharehappi Pose' into something of a sensation and achieved a healthy sales increase.
How sushi chain Akindo Sushiro reels in customers
Behind the scenes of Japan's biggest conveyor-belt sushi chain and its empirical approach to marketing.