1 b5002 daily yamasaki
TRANSCRIPT
…Daily Yamazaki… Convenience StoreMarketing communication
Chalita Asavaraks 1B5002
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
MISSIONDoing 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
VALUERespectFamous
TrustGood for health
Cleanlinessfood safety and
security Social Reasonability
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)
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
Brand Slogan and TargetCurrent 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
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
Consumer insights
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
• 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
MISSIONDoing 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
VALUERespectFamous
TrustGood for health
Cleanlinessfood safety and
security Social Reasonability
SalienceConvenience , 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
JudgmentRecognizable brand
imageMore than 1,500
brand around Japan,Fresh bakeries
different from others
Feeling24/7, everywhere like
a friend, convenience, smile, pleasure, cleanliness
ResonanceRepeated visit, Loyal
following, Brand equity, Branch explanation ,One of convenience store business
leader
PODs Daily Yamazaki• 1. Baking hot bread and fresh bakery at store• 2. All bakeries under brand Yamazaki >> which is very
popular brand • 3. Lots of several marketing champagne (Not different from
other competitors)• 4. Puri dog campaign
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)
Brand Promise• Developing people life quality by providing high quality
products as well as fresh / cleanliness foods
Brand Slogan and TargetCurrent 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
Brand archetype• The Outlaw• Reason : Daily Yamasaki 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 with The Outlaw brand archetype.
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