Flagship products that involve many people, long-selling products with fixed strategy, brands holding onto past success and brands with low budgets tend to become “passive” and struggle with sales results.
How can “passive” brands become “active” ones that will capture consumers?
Morinaga Milk’s Mt. Rainer took the COVID-19 challenge as an opportunity to shift into an “active” brand and successfully recovered sales. In this session, we will discuss the freestyle advertising campaign focused on spreading information on social media as well as the strategy that lies behind it and the “formula to capture consumers”. We will introduce the “pop-up newspaper” that was voted Newspaper Grand Prix in the advertising competition by JAA consumers.
In the later half of the session, we’ll discuss the “factors business firms must consider” including the orientation process.
As traditional advertisements are becoming less and less effective, we must recognize those important factors. Learn how to utilize social media that focuses on “ideas” and “moving people” instead of the size of the budget; as well as how to turn around stagnant brands and overcome adverse circumstances among other tips.