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日菜子 今村
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神戸新聞社主催Ⅿラボでの本番で使用したプレゼンスライド
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Mラボ
1.
兵庫県立大学 山口ゼミ
2.
会社概要 現在の鍵庄様
ギフトについて 鍵庄様への提案
3.
会社名 株式会社 鍵庄 創業
昭和52年4月 設立 昭和60年4月 資本金 5000万円 事業内容 1.海苔加工製造販売(味付けのり・焼きのり) 2.超微粉末のり製造販売 3.超微粉末のり応用製品の製造販売
4.
顧客の年齢層の固定化 売上の多くがお中元・お歳暮
5.
6.
広辞苑第6版より
7.
ライフステージの変化に関連して時系列に発生 するギフトであるパーソナルギフト。 ちょっとしたお礼や挨拶として贈るギフトで あるグリーティングギフト。 「贈る心」の マーケティング電通マーケティング戦略研究会編
8.
9.
パッケージがシンプル 顧客層の割合
10.
11.
お中元、お歳暮離れ ギフト需要の増加
12.
お中元の需要 365日の販促研究所
13.
お歳暮の需要 (株)マーシュ
14.
ギフト市場規模推移と予測 (株)矢野経済研究所
15.
「家族の日」のギフト コンセプト 家族でいる時間を大切に。 手巻き寿司などののりを使った料理の推奨 →若い人たちがのりを使用するきっかけづ くりに。
16.
新成人が利用するギフト コンセプト 親への感謝を伝える 化粧品やおつまみのりのギフトを提案する。 メッセージのサービス →若い人にのりを使ってもらう。
17.
家族の日のギフト 家族の日に子供から両親へギフトを送る機 会を設定する。 ギフト内容としては化粧品やおつまみなど。 →若い人に鍵庄のことを知ってもらう
18.
SNSの活用(インスタグラムなど) ハッシュタグの活用 広告の利用
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