Internet Marketing Cases, Japan, 2014

© 2014, Internet Marketing, Professor Janghyuk Lee
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

2
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
nadeeshani123@gmail.com

4
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 .

5
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!

6
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

7
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 goods. Users who have registered in Line and be in the community of the specific shop or brand get discounts or benefits.
http://line-使い方.jp/2013/11/08/1284

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.

9
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

10
＊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 discounts)
Zeon Campaign Special 10 Weeks –How O2O campaign is different from usual sales promotion

11
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 and 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 bring such customers in to the systems
-May be need to give a agreed section of profit to Line as well.

12
3) How LINE could work with multiple companies in the same business category (e.g., after having a campaign with ZEON, how to work with its competitors)
As Line is just providing platform to the business to promote their products/services using the huge LINE community.
Therefore, in general for LINE , carrying on similar type of campaigns with another company is possible, if there is no specific agreement with Zeon.
To have the same model with the competitors of Zeon but not to make the 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.

13
Reference
http://news.livedoor.com/article/detail/8249434/

American Express (AMEX) Company Report
American Express Company (AMEX)
Oon Lamsam, Internet Marketing 01PC311

15
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

16
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

17
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)201220112010Change 2012 vs. 2011Total Revenues net of interest expense $31,582$29,962$27,5825% Provisions for losses$1,990$1,112$2,20779% Expenses$23,141$21,894$19,4116% 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 equity23%28%28% Return on average tangible common equity29%36%35%

18
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

19
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

20
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.

21
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

22
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

23
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.

24
www.youtube.com/watch?v=4RCXLY9MxaQ
Small Business Saturday Facebook Case

25
Timeline

26
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%.

27
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

28
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.

29
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

30
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

31
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

32
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

33
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

34
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

35
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.

36
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

37
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

38
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_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
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

Company Report
MS.Tipmethaporn Anuponsirikul
201347501
The University of Tsukuba
cannonandi@hotmail.com

40
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

41
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

42
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.

43
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/

44
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

45
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.

46
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.

47
Recent campaigns
Disney had launched “My Disney Experience” application since August, 2012.

48
“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

49
“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
-

50
“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

51
“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

52
“My Disney Experience” - WDW 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

53
“My Disney Experience” - WDW Campaign Result: Apps itself became popular in search
More customer awareness by searching My Disney Experience app increased year by year
Apps launched

54
“My Disney Experience” - WDW Campaign Result: More visit/engage in Disney world website
After launching the “My Disney experience campaign”, customer increasingly visit Disney world website

55
“My Disney Experience” - WDW 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.

56
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.google
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

Company Report: Coca-Cola (Japan) Company Limited
Mutsu Takahashi
University of Tsukuba
Graduate School of Business Science, MBA-IB
Student ID#: 201347520
tontora@gmail.com

58
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

59
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…

60
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.

61
Company Introduction: Sales & Profits
Coca-Cola [PERCENTAGE]
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.

62
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

63
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.

64
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!

65
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

66
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.

67
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.

68
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.

69
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

Company Report
201247524 Yuichiro Nagai
MBA-IB

71
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 profit of +1,000,000,000,000 JPY（１兆円）
Product I was intrigued by:

72
New “HARRIER”
Started accepting orders in November 13, 2013 => Received 20,000 orders (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 Dealers Association, HARRIER was never placed in the top 30 selling cars (brand-new cars) for many years, but for January 2014:
Placed at 14th place Sold 4,617 cars (over 8,000% of 2013)

73
YouTube
On YouTube, “TOYOTA HARRIER NEW Type” hit 1,720 videos
Many driving experience reviews, press releases, motor shows, etc.
Using AdWords (Google)

74
Google Trends
Sharp rise toward the end of 2013 (at the timing of starting to accept orders) with a keyword “HARRIER”

75
facebook
facebook’s fan page => TOYOTA doesn’t talk much about it.
Not much marketing action implemented on it.

76
Twitter (TOYOTA’s PR Dept)

77
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)

78
Recent Campaign (w/ AGF)
AGF’s brand new product “MAXIM Top Grade HYBRID” X TOYOTA HARRIER Hybrid
1 person was able to win a HARRIER and 1,000 people were to win a mug for coffer.

79
Mobile Apps (iPhone/Android)

80
Sales Channel
Selling at a large number of “Toyopet” dealer shops all over Japan

81
Recommendations
YouTube Exposure
They should definitely make promotion movies on YouTube. If search by TOYOTA HARRIER on YT, no TOYOTA-made promotion movies come up, so there’s so much room for them to grab attention of targeted users. Users upload test driving videos and such, but TOYOTA should be able to create high quality, branding-sensitive movies with a tiny budget compared to what they invest in TV commercials.
Twitter Engagement
TOYOTA PR account doesn’t seem to engage with followers or anyone who talks about TOYOTA cars. They should use Twitter Search to find conversations about TOYOTA cars and engage with them, NOT by simply pushing information and selling, but by listening to them and pulling their needs out.

82
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 UOMO, Men’s CLUB, even LEON could be a good place to put advertisement on, and try to engage through some events with the subscribers of the magazines. 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 careful about what time to air it (definitely not during daytime). Cut the budget gradually (e.g., 30% cut first, and then 50%) and see how their sales turns out, 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: mihoyasuda84@gmail.com
Date: Feb. 26, 2014

84
Table of contents
1.Company introduction
2.Internet marketing activities
3.Conclusion
4.References

85
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 airport (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 accolade)
-Best Leisure & Travel Website Digital Impact Awards
-Bronze - Best use of digital in the travel and leisure 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

86
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

87
Communication
on
the experience
of
flying
Virgin Atlantic
Digital space is a platform to develop an on-going relationship with 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 #HowIClubhouse
Facebook
- 305,088 likes
App (first airline who adopted
mobile app)
-Virgin Atlantic App
-Virgin Atlantic's London City Guide
Instagram
-10.105 followers
-Hashtag #HowIClubhouse
Linedin
- 33,806 followers

88
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

89
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
Recent marketing campaigns

90
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

91
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.

92
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.

93
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
moritsukasa0614@gmail.com

© 2014, Internet Marketing, Professor Janghyuk Lee 96
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.

98
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.

102
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.

103
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

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

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.

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.

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.

109
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

Company Report - AEON -
Mitsuhiro Matsumoto
Tsukuba MBA-IB
matsumoto3232@gmail.com

111
Introduction
ÆON is Japan’s single-largest shopping mall developer and operator.
ÆON is earning the highest operating revenue in Japan’s retail industry.
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

112
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.

113
Main business units
http://www.aeon.info/en/aboutaeon/gp.html

114
Main business units
44% of revenue comes from general merchandise stores (GMS: 598 stores)
25% of revenue comes from shopping mall (SM : 157 malls)

115
Sales/Profit (recent 3 years)
Both operating revenue and ordinary income have been increased in the recent 3 years.

116
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.

117
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

118
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.

119
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’

120
Reference
Related URL
http://www.aeon.info/en/aboutaeon/history.html
http://www.aeon.info/en/aboutaeon/gp.html
http://www.aeon.info/
https://www.aeonshop.com/shop/c/c01050000059020/
http://www.softbank.jp/corp/group/sbtm/news/press/2013/20131120_01/

Company Report
Shigenori Kobayashi
Tsukuba University MBAIB
shane.kobayashi@gmail.com

122
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

123
Wacom Product Portfolio Mapping

124
0
1
2
3
4
5
Customer
s
Suppliers
Rival
New
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)

125
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
analysis
SWOT Analysis
Strategies

126
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
analysis
SWOT Analysis
Strategies

127
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

128
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>

129
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

130
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

131
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=neQECDMU1jE
http://www.youtube.com/watch?feature=player_embedded&v=9SP0mIC2db4
http://www.youtube.com/watch?feature=player_embedded&v=KOl1sho5eeA

132
Google Search Wacom’s product
# of searching has slightly increased but brought limited impact to the company… Why???

133
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?)…

134
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

135
END

Internet Marketing Cases, Japan, 2014

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Viewers also liked

Viewers also liked (17)

Similar to Internet Marketing Cases, Japan, 2014

Similar to Internet Marketing Cases, Japan, 2014 (20)

Recently uploaded

Recently uploaded (20)

Internet Marketing Cases, Japan, 2014