Presentatie over marketing en communicatie in Japan, door Charles O´Drobinak, director van Research International Tokyo, tijdens Fusion 2006.

1. 酸素 Chuck O’Drobinak Qualitative Director Research International Japan Fusion Event 30 November, 2006 東京物語 Tokyo Tales

3. Japan, a global economic force A few facts $30,500 $5,600 $40,100 $29,400 GDP/Capita 16.5 1,306.3 295.7 127.4 mln Population 41,000 9,597,000 9,631,000 378,000 km 2 Size Nederland China USA Japan

7. … and to exporting food around the world and beyond! Cultur al Influence on the World

8. Changes in Japan…three generations

9. Inheritance…what inheritance?

11. The End of the ‘Salaryman’

13. Trendsetting Youth Harajuka girls, damn they got some wicked style (Gwen Stefany)

15. And what does the Japanese marketer do to jump on those trends?

18. Raku raku

19. Toto

20. Women only

21. Back to Black Companies such as Kao and Shiseido picked up on the emerging rediscovery among the young of their Asian and Japanese identities and launched new “Asian” brands of shampoo such as Asience and Tsubaki to compete head-to-head with the “Western beauty” of Lux

22. Back to Black

25. Reinventing a category Meiji Seika is turning the chocolate industry on its head, from its flagship antenna store between Ginza and Tokyo station where 56 types of chocolates are offered differentiated by area of origin of the cacao, level of milk content and flavors. Capitalizing on the polyphenol content of dark chocolate, they have also introduced a range of “cacao” products in convenience stores that are striking a chord with health conscious consumers.

26. Some hits of 2006 Nintendo DS Tsubaki Mixi – SNS Kagome’s Lovely The Da Vinci Code – The book not the movie Sharp WZERO3 Keitai Kirei no Misto Cacao Chocolate Series

27. What’s in store for 2007? Doctor’s restaurants Anti-fatigue Tokuho Yogurt differentiated by blood type New “mixi” type games for Nintendo’s Wii Digital high vision video camera Cross casual men’s clothing Mobile entameherusu

28. W hat does this mean for the Dutch marketer? 4 5 3 2 1

35. In summary Build brands creatively 4 Be prepared for shorter lifecycles … innovate 5 Translate insights into high quality products 3 Link observations to trends 2 Come see for yourself 1