Daily Yamazaki is a convenience store chain in Japan established in 1977 with over 1,500 branches. It was originally called "Sun Every" but changed its name to Daily Yamazaki in 1980. While it provides quality products, consumer insights found its brand logo uninteresting and store environment dark. To improve its image, Daily Yamazaki aims to modernize its logo design, promote its affiliation with the popular Yamazaki Bakery brand, make stores brighter with lively atmospheres, and update staff outfits to be more modern and energetic.

1. …Daily Yamazaki…
Convenience Store
Marketing communication
Chalita Asavaraks
1B5002

2. What is daily Yamasaki ?
• One of convenience store in Japan, which was established on 1977
• Found 1,542 branches around Japan under managed by Yamazaki Baking
Co., Ltd.
• First name were “Sun Every” >> which have no meaning and people
couldn’t recognize as a unique convenient store.
• And changed to Daily Yamazaki on 1980
• Brand slogan : Best products with responded customer needs

3. MISSION
Doing best quality and
best service for
customer’s trust and their
 smile 
お客様の笑顔と信頼に
応える為、ベスト品
質・サービスをお届け
します。
VISION
●Providing the highest possible
standard in the manufacture
and sale products
●Consistently pursued
ambitious technological
development and positioned
themselves to provide stable
supply of superb products
throughout Japan
VALUE
Respect
Famous
Trust
Good for health
Cleanliness
food safety and security
Social Reasonability

4. Brand Positioning
Accessibility
Emotional Benefit
Easy to find //
Up to 15,000
branches
Unapproachable
// Rarely
Friendly //
Bright// Crowned
Dark //
Few of clients
(18,650)
(18,240)
(473) (1,178)
(1,464)
(2,227)
(12,397)

5. Consumer insights
• Brand logo looks not interesting
• Colors logo looks funny, not feel like involve to foods or their business
• In case of food, red colors impact to decreasing orexia hormone (appetite)
• Shop presentation looks untidy, dark and old fashions
• Not expensive and high standard feeling
• Grocery Store Image
• Bad product placement
• Not worth for using brand “Yamazaki”
• Shop staff’s outfit looks like housekeeper
• Not good brand commercial

6. Brand Slogan and Target
Current New
Slogan Best products with respond customer needs Pleasant meal in everywhere
Target 1. One part of customer’s lifestyle 1.To be no.1 in convenience store business >>
by expand branch in several area
2. Building good society in term of social
development
2. More popular among customers
3. More lots of variety of products in store

7. How to do new image ?
• LOGO
• Change logo to be more bright color such as….??
• Renew logo image to be more modern and involved to foods
• BRAND IMAGE
• Try to promote business by using more Yamazaki brand ‘s renown
• Let customers know that Daily is under Yamazaki brand, which was trusted and popular
among customers
• Organize events, which make people know more about Daily Yamazaki; for example, food
contest, baking class operated by Yamazaki or store design contest etc.
• Making effort to promote business by commercial (TV, Magazines etc.)
• STORE ENVIRONMENT
• Make it brighter atmosphere in store
• Make store both outside and inside more clear, lively feeling
• OUTFIT DESIGN
• More modern, energetic and chic

8. Consumer insights

9. Current ‘s problem
• Brand logo looks not interesting
• Colors logo looks funny, not feel like involve to foods or their business
• In case of food, red colors impact to decreasing orexia hormone (appetite)
• Shop presentation looks untidy, dark and old fashions

10. • Not expensive and high standard feeling
• Grocery Store Image
• Bad product placement
• Not worth for using brand “Yamazaki”
• Shop staff’s outfit looks like housekeeper
• Not good brand commercial

11. MISSION
Doing best quality and
best service for
customer’s trust and their
 smile 
お客様の笑顔と信頼に
応える為、ベスト品
質・サービスをお届け
します。
VISION
●Providing the highest possible
standard in the manufacture
and sale products
●Consistently pursued
ambitious technological
development and positioned
themselves to provide stable
supply of superb products
throughout Japan
VALUE
Respect
Famous
Trust
Good for health
Cleanliness
food safety and security
Social Reasonability

12. Salience
Convenience , Be in everywhere, hot and fresh foods, customer
needs ,Well-Known brand
Performance
Local premium
convenient store,
Good quality products,
Long story of company
Imagery
Small, comfortable,
lots of variety food,
good staffs service,
fast, rush time
Judgment
Recognizable brand image
More than 1,500 brand
around Japan,
Fresh bakeries different
from others
Feeling
24/7, everywhere like a
friend, convenience,
smile, pleasure,
cleanliness
Resonance
Repeated visit, Loyal following,
Brand equity, Branch explanation
,One of convenience store business
leader

13. PODs Daily Yamazaki
• 1. Baking hot bread and fresh bakery at store
• 2. All bakeries under brandYamazaki >> which is very popular brand
• 3. Lots of several marketing champagne (Not different from other
competitors)
• 4. Puri dog campaign

14. Brand Positioning
Accessibility
Emotional Benefit
Easy to find //
Up to 15,000
branches
Unapproachable
// Rarely
Friendly //
Bright// Crowned
Dark //
Few of clients
(18,650)
(18,240)
(473) (1,178)
(1,464)
(2,227)
(12,397)

15. Brand Promise
• Developing people life quality by providing high quality products as well as
fresh / cleanliness foods

16. Brand Slogan and Target
Current New
Slogan Best products with respond customer needs Pleasant meal in everywhere
Target 1. One part of customer’s lifestyle 1.To be no.1 in convenience store business >> by
expand branch in several area
2. Building good society in term of social
development
2. More popular among customers
3. More lots of variety of products in store

17. Brand archetype
• The Outlaw
• Reason : DailyYamasaki trying to be one important part for serving good
products to customers.They would like customers to feel their place make
them feels comfortable and friendly, yet different from other competition
stores in Japan.They providing product with fresh bake from their industry
with cleanliness and delicious, all product were sell by reasonable price.
They also trying to make the innovation in this business sector.Which is
match withThe Outlaw brand archetype.

18. How to do new image ?
• LOGO
• Change logo to be more bright color such as….??
• Renew logo image to be more modern and involved to foods
• BRAND IMAGE
• Try to promote business by using more Yamazaki brand ‘s renown
• Let customers know that Daily is under Yamazaki brand, which was trusted and popular among
customers
• Organize events, which make people know more about Daily Yamazaki; for example, food contest,
baking class operated by Yamazaki or store design contest etc.
• Making effort to promote business by commercial (TV, Magazines etc.)
• STORE ENVIRONMENT
• Make it brighter atmosphere in store
• Make store both outside and inside more clear, lively feeling
• OUTFIT DESIGN
• More modern, energetic and chic