Transcript sure-chigai

Corporate Marketing
Leveraging
Digital Marketing
to corporate branding
and develop new
customers
Takuya Nagasaki
Japan Convention Services Inc.
What is Corporate
Marketing?
1
Why do we need
Corporate
Marketing?
2
Dramatic Change in the Market
increase of
associations selflogistic providing
increase of
competitors
Progress of
Commoditization
Traditional Biz model get to be UNPROFITABLE
3
Declining Market Share
Price Competition
Cut Budget for Promotion
Higher Pressure for Cost
Reduction
Margin Erosion
SPIRAL
Service Competition
Cost Increases
4
5
To make it attractive to the youth,
Burberry redefined the brand value
taking coat as their main product.
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Question
Who do you suppose Burberry
reconfirmed as his target customer?
1. less than early 20s
2. late 20s
3. early 30s
4. late 30s
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Burberry Brand site
The digital content which provides
a consistent brand experience
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Brand site & On-line Shop
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Contents with effective movies
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User participation type platform "Art of the Trench"
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Various SNS for customer communication
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Various SNS for customer communication
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Various SNS for customer communication
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Post with the British Concept
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Post with the British Concept
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Interlocking social media and the real
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1. Define the brand value considering and
analyzing the strong point and origin of the
company.
2. Confirm the target conduct environmental
analyses such as SWOT analysis, 3C analysis
and PEST analysis.
3. Provide a consistent brand experience and
images at every digital customer contact point.
4. Leverage various SNS effectually taking
advantage of each SNS
5. Brush up the content especially for SNS.
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Thank you
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