Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 

Outstanding innovation in Japan marketing recognized

MEDIA RELEASE: 24 August 2017

Outstanding innovation in Japan marketing recognized

How can you sell more kiwifruit in Zespri’s longstanding number one market against all trends, in a country where people are bombarded by 18,000 TV commercials a year and where sales of fruit have been dropping over the past decade?

Kanako Inomata, head of marketing for Zespri in Japan, was presented with the New Zealand Kiwifruit Industry Innovation Trophy yesterday for her novel solution to this challenge. The trophy, set up in 2015 by former Chairman of Kiwifruit New Zealand Sir Brian Elwood, recognises outstanding innovation achievements and this is the first year it has been presented.

Zespri General Manager Global Marketing Jiunn Shih explains Kanako’s achievement has been to challenge convention and introduce marketing approach in Japan that makes Zespri Kiwifruit the hero, putting it front and centre in consumers’ minds.

“For many years, our marketing relied on using well-known celebrities to promote the product. Through her work in consumer research and insights, Kanako recognised while this had positive short-term impact, it failed to build the Zespri brand toward its potential, with consumers remembering the celebrity more than the product they’re promoting.”

Working with celebrities can also be relatively costly, while marketing budgets have limits. Responding to consumer insights, Kanako came up with an entirely new approach – two mascots called the ‘Kiwifruit Brothers’. These award-winning characters have proved enormously popular with consumers and helped increase brand awareness and resonance for Zespri in Japan.

Innovation requires more than a good idea however. Kanako’s next challenge was to get Zespri’s sales partners on board with the new programme, involving instore displays across Japan using 13,000 sets of the mascots. It was supported with an integrated animation-based TV commercial, plus communication through digital media, fruit sampling and packaging, to establish the loveable mascots as enduring, iconic characters in Japan.

“The execution of the programme has been excellent, supported by new ways of understanding consumer insights that we are now sharing with other Zespri markets. Through breaking a long-standing marketing approach, Kanako has found a way to engage with younger consumers in Japan and open up significant new potential to grow Zespri sales,” says Mr Shih.

Japan is regarded as a mature market and has been Zespri’s longstanding number one market globally. However, Zespri was able to grow sales by 30 percent in this important market between 2015 and 2017 and has plans to further increase sales by 25 percent over the next five years. This shows that innovative marketing approaches based on consumer insights can unlock further growth potential.

The judging panel for the trophy involved Zespri Chairman Peter McBride, industry regulator Kiwifruit New Zealand (KNZ) Chair Kristy McDonald and NZ Kiwifruit Growers Inc (NZKGI) President Doug Brown.

Commenting on behalf of the judges, Mr McBride said the panel reviewed some excellent nominations, showcasing a wide variety of innovation across the industry.

“Whether the innovation involves science and technology, investment models, marketing or other initiatives, the application of new ideas underpins the long-term viability of our industry. We are delighted to recognise Kanako for her excellent contribution which can create enduring value and we thank all those who have been nominated for the trophy this year,” says Mr McBride.

ENDS


© Scoop Media

 
 
 
Business Headlines | Sci-Tech Headlines

 

Mining: OceanaGold Announces Receipt Of WKP Mining Permit

MELBOURNE, Australia, Aug. 6, 2020 /CNW/ - OceanaGold Corporation (TSX: OGC) (ASX: OGC) (the 'Company') is pleased to announce it has received the mining permit for Wharekirauponga ('WKP') on the North Island of New Zealand. ... More>>

ALSO:

Economy: COVID-19 Lockdown Has Widespread Effects On Labour Market

In the June 2020 quarter, the seasonally adjusted unemployment rate fell to 4.0 percent, down from 4.2 percent last quarter, while underutilisation rose, Stats NZ said today. More>>

ALSO:

NZ Post: New Research By NZ Post Shows Online Shopping Grew 105% In Alert Level 3

New research by NZ Post into how the COVID-19 response has impacted the way Kiwis shop online, shows online shopping increased 105%* when the country moved into Alert Level 3, and may have changed the way Kiwis shop permanently. Online spend peaked ... More>>

ALSO:

Banking: Westpac NZ Lowers Merchant Fees For Small Businesses

Westpac NZ is rolling out a new merchant fee pricing structure that will lead to cost savings for more than 10,000 small and medium Kiwi businesses, and could make contactless transactions more widely available for customers. On 1 September, most ... More>>

REINZ: Million Dollar Plus Property Sales Increase 11.7% Nationally

The number of properties sold around the country for one million dollars or more during the first half (H1) of 2020 increased by 11.7% compared to H1 2019, with 5,426 million-dollar plus properties sold (up from 4,858 in H1 2019) according to the Real ... More>>

Waste: Government To Regulate Plastic Packaging, Tyres, E-Waste

The Government is stepping up action to deal with environmentally harmful products – including plastic packaging, tyres and e-waste – before they become waste. As part of the wider plan to reduce the amount of rubbish ending up in landfills, ... More>>

ALSO:


Antarctica NZ: Ice-Olation

Antarctica New Zealand is gearing up for a much reduced season on the ice this year and a very different deployment to normal! Before they head to one of the remotest places on the planet, all personnel flying south with the New Zealand programme will ... More>>

ALSO:

QV Valuations: July House Price Index Illustrates Market Resilience

According to the July 2020 QV House Price Index (HPI) results out today , property values recorded a marginal increase, up 0.2% over the month. This is somewhat of a turnaround from June, after the national index edged 0.2% lower. More>>

ALSO:

Property: Queenstown Rents Experience Biggest Drop In Seven Years

Rental prices in the Queenstown-Lakes district saw the biggest annual percentage drop in seven years after falling 28 per cent on June last year, according to the latest Trade Me Rental Price Index. Trade Me Property spokesperson Aaron Clancy said ... More>>

Seismology: The Quiet Earth

As many daily activities came to a halt during lockdown, the Earth itself became quiet, probably quieter than it has been since humans developed the technology to listen in. Seismologists have analysed datasets from more than 300 international ... More>>

RNZ: James Shaw Says Kiwibank, Not Ministers Should Decide On Investors

Climate Change Minister James Shaw says Kiwibank's decision to stop doing business with companies dealing in fossil fuels is the right one. More>>

ALSO:

FMA: Kiwis Confident Financial Markets Will Recover From COVID-19, Plan To Increase Investments

Despite the majority (60%) of investors experiencing losses as a result of COVID-19, the outlook on investing remains positive, according to a Financial Markets Authority (FMA) survey. Most Kiwis (71%) were optimistic that the pandemic will pass eventually ... More>>

FIRST Union: Warehouse Using Covid For Cover As Extensive Restructure Makes Everyone Worse Off

(FIRST Union comments on The Warehouse consultation and proposed restructure) 'Unfortunately the Warehouse have done the disappointing thing and used Covid-19 to justify a bunch of operational business decisions that will leave hundreds of workers without jobs ... More>>

ALSO: