internet marketing cases, japan, 2014
DESCRIPTION
Internet marketing activities of major companies in Japan 2014. 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 campaignTRANSCRIPT
© 2014, Internet Marketing, Professor Janghyuk Lee 1 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
© 2014, Internet Marketing, Professor Janghyuk Lee 2 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
© 2014, Internet Marketing, Professor Janghyuk Lee 4 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 .
© 2014, Internet Marketing, Professor Janghyuk Lee 5 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!
© 2014, Internet Marketing, Professor Janghyuk Lee 6 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
© 2014, Internet Marketing, Professor Janghyuk Lee 7 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 go
ods. Users who have registered in Line and be in the community of the specific s
hop or brand get discounts or benefits.
http://line-使い方.jp/2013/11/08/1284
© 2014, Internet Marketing, Professor Janghyuk Lee 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 9 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
© 2014, Internet Marketing, Professor Janghyuk Lee 10 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 discoun
ts)
Zeon Campaign Special 10 Weeks –How O2O campaign is different from
usual sales promotion
© 2014, Internet Marketing, Professor Janghyuk Lee 11 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 an
d 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 brin
g such customers in to the systems
-May be need to give a agreed section of profit to Line as well.
© 2014, Internet Marketing, Professor Janghyuk Lee 12 12
3) How LINE could work with multiple companies in the same business cat
egory (e.g., after having a campaign with ZEON, how to work with its comp
etitors)
As Line is just providing platform to the business to promote their product
s/services using the huge LINE community.
Therefore, in general for LINE , carrying on similar type of campaigns wit
h another company is possible, if there is no specific agreement with Zeo
n.
To have the same model with the competitors of Zeon but not to make th
e 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 13 13
Reference
http://news.livedoor.com/article/detail/8249434/
American Express (AMEX)
Company Report
American Express Company (AMEX)
Oon Lamsam, Internet Marketing 01PC311
© 2014, Internet Marketing, Professor Janghyuk Lee 15 15
Company Introduction
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
© 2014, Internet Marketing, Professor Janghyuk Lee 16 16
Company Introduction
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
© 2014, Internet Marketing, Professor Janghyuk Lee 17 17
Company Introduction
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) 2012 2011 2010
Change 2012 vs.
2011
Total Revenues net of interest expense $31,582 $29,962 $27,582 5%
Provisions for losses $1,990 $1,112 $2,207 79%
Expenses $23,141 $21,894 $19,411 6%
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 equity 23% 28% 28%
Return on average tangible common equity 29% 36% 35%
© 2014, Internet Marketing, Professor Janghyuk Lee 18 18
Company Introduction
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
© 2014, Internet Marketing, Professor Janghyuk Lee 19 19
Company Introduction
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
© 2014, Internet Marketing, Professor Janghyuk Lee 20 20
Internet Marketing Activities
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 21 21
Internet Marketing Activities
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
© 2014, Internet Marketing, Professor Janghyuk Lee 22 22
Internet Marketing Activities
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
© 2014, Internet Marketing, Professor Janghyuk Lee 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 24
www.youtube.com/watch?v=4RCXLY9MxaQ
Small Business Saturday
Small Business Saturday Facebook Case
© 2014, Internet Marketing, Professor Janghyuk Lee 25
Small Business Saturday
Timeline
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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%.
© 2014, Internet Marketing, Professor Janghyuk Lee 27 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
© 2014, Internet Marketing, Professor Janghyuk Lee 28 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 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
© 2014, Internet Marketing, Professor Janghyuk Lee 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
© 2014, Internet Marketing, Professor Janghyuk Lee 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
© 2014, Internet Marketing, Professor Janghyuk Lee 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
© 2014, Internet Marketing, Professor Janghyuk Lee 33
Small Business Saturday
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
© 2014, Internet Marketing, Professor Janghyuk Lee 34 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
© 2014, Internet Marketing, Professor Janghyuk Lee 35 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
Small Business Saturday
and Like Like Love to connect with
people who shared the same purpose
and lifestyle preferences enhanced the
appeal of the campaigns.
© 2014, Internet Marketing, Professor Janghyuk Lee 36 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
© 2014, Internet Marketing, Professor Janghyuk Lee 37 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
© 2014, Internet Marketing, Professor Janghyuk Lee 38 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_se
nior_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-Am
ex-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
© 2014, Internet Marketing, Professor Janghyuk Lee 40 40
Company Introduction
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
© 2014, Internet Marketing, Professor Janghyuk Lee 41 41
Company Introduction
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
© 2014, Internet Marketing, Professor Janghyuk Lee 42 42
Company Introduction
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 43 43
Internet Marketing Activities
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/
© 2014, Internet Marketing, Professor Janghyuk Lee 44 44
Internet Marketing Activities
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
© 2014, Internet Marketing, Professor Janghyuk Lee 45 45
Internet Marketing Activities
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 46 46
Internet Marketing Activities
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 47 47
Internet Marketing Activities
Recent campaigns
Disney had launched “My Disney Experience” application since August, 2012.
© 2014, Internet Marketing, Professor Janghyuk Lee 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
© 2014, Internet Marketing, Professor Janghyuk Lee 49 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
-
© 2014, Internet Marketing, Professor Janghyuk Lee 50 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
© 2014, Internet Marketing, Professor Janghyuk Lee 51 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
© 2014, Internet Marketing, Professor Janghyuk Lee 52 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
© 2014, Internet Marketing, Professor Janghyuk Lee 53 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
© 2014, Internet Marketing, Professor Janghyuk Lee 54 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
© 2014, Internet Marketing, Professor Janghyuk Lee 55 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 56 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.goog
le
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
© 2014, Internet Marketing, Professor Janghyuk Lee 58 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
© 2014, Internet Marketing, Professor Janghyuk Lee 59 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…
© 2014, Internet Marketing, Professor Janghyuk Lee 60 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 61 61
Company Introduction: Sales & Profits
Coca-Cola [PERCENTA
GE]
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 62 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
© 2014, Internet Marketing, Professor Janghyuk Lee 63 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 64 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!
© 2014, Internet Marketing, Professor Janghyuk Lee 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
© 2014, Internet Marketing, Professor Janghyuk Lee 66 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 67 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 68 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 69 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
University of Tsukuba
© 2014, Internet Marketing, Professor Janghyuk Lee 71 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 p
rofit of +1,000,000,000,000 JPY(1兆円)
Company Introduction
Product I was intrigued by:
© 2014, Internet Marketing, Professor Janghyuk Lee 72 72
New “HARRIER”
Started accepting orders in November 13, 2013 => Received 20,000 ord
ers (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 Deal
ers Association, HARRIER was never placed in the top 30 selling cars (b
rand-new cars) for many years, but for January 2014:
Placed at 14th place
Sold 4,617 cars (over 8,000% of 2013)
© 2014, Internet Marketing, Professor Janghyuk Lee 73 73
YouTube
On YouTube, “TOYOTA HARRIER NEW Type” hit 1,720 videos
Many driving experience reviews, press releases, motor shows, etc.
Using AdWords (Google)
© 2014, Internet Marketing, Professor Janghyuk Lee 74 74
Google Trends
Sharp rise toward the end of 2013 (at the timing of starting to accept orde
rs) with a keyword “HARRIER”
© 2014, Internet Marketing, Professor Janghyuk Lee 75 75
facebook’s fan page => TOY
OTA doesn’t talk much about
it.
Not much marketing action i
mplemented on it.
© 2014, Internet Marketing, Professor Janghyuk Lee 76 76
Twitter (TOYOTA’s PR Dept)
© 2014, Internet Marketing, Professor Janghyuk Lee 77 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)
© 2014, Internet Marketing, Professor Janghyuk Lee 78 78
Recent Campaign (w/ AGF)
AGF’s brand new product “MAXIM Top Grade HYBRID” X TOYOTA HA
RRIER Hybrid
1 person was able to win a HARRIER and 1,000 people were to win a m
ug for coffer.
© 2014, Internet Marketing, Professor Janghyuk Lee 79 79
Mobile Apps (iPhone/Android)
© 2014, Internet Marketing, Professor Janghyuk Lee 80 80
Sales Channel
Selling at a large number of “Toyopet” dealer shops all over Japan
© 2014, Internet Marketing, Professor Janghyuk Lee 81 81
Recommendations
YouTube Exposure
They should definitely make promotion movies on YouTube. If search by T
OYOTA HARRIER on YT, no TOYOTA-made promotion movies come up,
so there’s so much room for them to grab attention of targeted users. User
s upload test driving videos and such, but TOYOTA should be able to creat
e high quality, branding-sensitive movies with a tiny budget compared to w
hat they invest in TV commercials.
Twitter Engagement
TOYOTA PR account doesn’t seem to engage with followers or anyone wh
o talks about TOYOTA cars. They should use Twitter Search to find conver
sations about TOYOTA cars and engage with them, NOT by simply pushin
g information and selling, but by listening to them and pulling their needs o
ut.
© 2014, Internet Marketing, Professor Janghyuk Lee 82 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 U
OMO, Men’s CLUB, even LEON could be a good place to put advertiseme
nt on, and try to engage through some events with the subscribers of the m
agazines. 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 caref
ul about what time to air it (definitely not during daytime). Cut the budget gr
adually (e.g., 30% cut first, and then 50%) and see how their sales turns o
ut, 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
University of Tsukuba
Graduate School of Business Science
Master of Business Administration in International Business
E-mail address: [email protected]
Date: Feb. 26, 2014
© 2014, Internet Marketing, Professor Janghyuk Lee 84 84
Table of contents
1. Company introduction
2. Internet marketing activities
3. Conclusion
4. References
© 2014, Internet Marketing, Professor Janghyuk Lee 85 85
Virgin Atlantic Airways Limited is a small but “the Virgin” airline.
Company Introduction
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 air
port (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 ac
colade) - Best Leisure & Travel Website Digital Impact Awards - Bronze - Best use of digital in the travel and l
eisure 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
© 2014, Internet Marketing, Professor Janghyuk Lee 86 86
Virgin Atlantic is in financial challenges.
Company Introduction
Internet marketing activities
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
© 2014, Internet Marketing, Professor Janghyuk Lee 87 87
Communication on
the experience of
flying Virgin Atlantic
Digital space is a platform to develop an on-going relationship wit
h customers in-between flights.
Company Introduction
Internet marketing activities
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 #HowIClubhou
se
Facebook - 305,088 likes
App (first airline who adopted mobile app) - Virgin Atlantic App - Virgin Atlantic's London Ci
ty Guide
Instagram - 10.105 followers - Hashtag #HowIClubhouse
Linedin - 33,806 followers
© 2014, Internet Marketing, Professor Janghyuk Lee 88 88
Virgin Atlantic is ranked Top 4 as most influential airline brands on twitter.
Company Introduction
Internet marketing activities
Conclusion
References
Most Influential Airline Brands on Twitter
Source: http://fanpagelist.com/category/brands/airline/view/list/sort/influence/page1
© 2014, Internet Marketing, Professor Janghyuk Lee 89 89
Virgin Atlantic does series of marketing campaigns.
Company Introduction
Internet marketing activities
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 experiences for its passengers”
Recent marketing campaigns
© 2014, Internet Marketing, Professor Janghyuk Lee 90 90
Viral marketing is the core of Virgin Atlantic marketing.
Company Introduction
Internet marketing activities
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 for passengers.
© 2014, Internet Marketing, Professor Janghyuk Lee 91 91
Hybrid model strengthens Virgin Atlantic’s viral marketing.
Company Introduction
Internet marketing activities
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 92 92
Virgin Atlantic needs to convert the “virus” to booking.
Company Introduction
Internet marketing activities
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 93 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
Company Introduction
Internet marketing activities
Conclusion
References
Company Report
Ezaki Glico Co., Ltd
Tsukasa Mori
201247531
MBA in International Business
University of Tsukuba
Company Overview
© 2014, Internet Marketing, Professor Janghyuk Lee 96 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 97 97
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 98 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
Internet Marketing Activities
© 2014, Internet Marketing, Professor Janghyuk Lee 100 100
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 101 101
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 102 102
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 103 103
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
Recent Campaign
© 2014, Internet Marketing, Professor Janghyuk Lee 105
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
© 2014, Internet Marketing, Professor Janghyuk Lee 106 106
Glico Goal-in Campaign 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 107 107
Glico Goal-in Campaign 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 108 108
Glico Goal-in Campaign 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.
© 2014, Internet Marketing, Professor Janghyuk Lee 109 109
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
© 2014, Internet Marketing, Professor Janghyuk Lee 111 111
Introduction
Æ ON is Japan’s single-largest shopping mall developer and operato
r.
ÆON is earning the highest operating revenue in Japan’s retail indus
try.
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
© 2014, Internet Marketing, Professor Janghyuk Lee 112 112
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 113 113
Main business units
http://www.aeon.info/en/aboutaeon/gp.html
© 2014, Internet Marketing, Professor Janghyuk Lee 114 114
Main business units
http://www.aeon.info/en/aboutaeon/gp.html
44% of revenue comes
from general
merchandise stores
(GMS: 598 stores)
25% of revenue comes
from shopping mall
(SM : 157 malls)
© 2014, Internet Marketing, Professor Janghyuk Lee 115 115
Sales/Profit (recent 3 years)
http://www.aeon.info/en/aboutaeon/gp.html
Both operating revenue and ordinary income have been increased in the
recent 3 years.
© 2014, Internet Marketing, Professor Janghyuk Lee 116 116
Internet Marketing Activities
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 117 117
Internet Marketing Activities
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
© 2014, Internet Marketing, Professor Janghyuk Lee 118 118
Internet Marketing Activities
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.
© 2014, Internet Marketing, Professor Janghyuk Lee 119 119
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’
© 2014, Internet Marketing, Professor Janghyuk Lee 120 120
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
© 2014, Internet Marketing, Professor Janghyuk Lee 122 122
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
© 2014, Internet Marketing, Professor Janghyuk Lee 123 123
Wacom Product Portfolio Mapping
© 2014, Internet Marketing, Professor Janghyuk Lee 124
012345
Customer
s
Suppliers
RivalNew
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)
© 2014, Internet Marketing, Professor Janghyuk Lee 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
© 2014, Internet Marketing, Professor Janghyuk Lee 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
© 2014, Internet Marketing, Professor Janghyuk Lee 127 127
Internet Marketing Activities
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
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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>
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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
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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
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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=neQECD
MU1jE
http://www.youtube.com/watch?feature=player_embedded&v=9SP0mIC
2db4
http://www.youtube.com/watch?feature=player_embedded&v=KOl1sho5eeA
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Google Search Wacom’s product
# of searching has slightly increased but brought limited impact to the company… Why???
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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?)…
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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
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END