|
|
Sending the right signals: in the Japanese consumer market, without the right marketing, even the most brilliant products and original ideas can fall flat on their face. J@pan Inc spoke to Kiyofumi Someya about marketing in Japan, and specifically of the hurdles facing small-medium enterprises.(Marketing & Technology)(Industry overview)
- Article from:
-
Japan Inc.
- Article date:
-
May 1, 2008
- Author:
- Greenberg, Joseph
|
Copyright informationCOPYRIGHT 2008 Japan Inc. Communications. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Marketing in Japan
Last summer, a very strange product stood in the fridges of convenience stores across Japan for a period of about one month--cucumber Pepsi. Bloggers and media picked up on this curious item and it quickly emerged in headlines around the globe.
[ILLUSTRATION OMITTED]
Why did Pepsi pick Japan for this experiment? In many ways the convenience store is a microcosm of the Japanese market. A remarkable number of new products are tested on the shelves. Rather than manage one brand and one line,Japanese marketers tend to fire out new products at a much higher rate than in other commercial cultures. It is then up to the consumer's choices whether they ...