Page 24 - MYM 2015

The role of marketer is to have insight into the unconscious mind and hidden needs of customers. Customer needs are not limited to the tangible needs. Rather, the tangible needs that the customers have recognized are merely the tip of the iceberg; there may be a treasure-trove of hidden needs and desires that the customers have not recognized underneath the iceberg. By exploring such hidden needs, an era, in which the companies can provide genuine value to the customers, shall come.
With the conventional research that used to be effective in the Marketing 2.0 era, it may be dif cult to obtain the competitive advantage from other competitors. It is due to the fact that the competition on tangible needs only brings price competition. What to seek in the Marketing 3.0 era is the “value competition.”
environment has been prepared for the companies to directly communicate with the realistic individual customers with identi able faces. In other words, it is the environment in which value-oriented marketing, focusing on customer’s whole personality, can be practiced. As a result, companies have been able to build deeper relationships with customers.
“NESCAFÉ AMBASSADOR” Is an Actual Practice of Marketing 3.0.
We would like to introduce NESCAFÉ AMBASSADOR initiative as a way to put Marketing 3.0, or in other words ‘value-driven marketing’, into practical use.
Since the launch of NESCAFÉ in 1960, Nestlé has continued to introduce quality improvements and new technologies to foster Japan’s coffee culture.”NESCAFÉ
Value-oriented marketing refers to exploring hidden demand and dealing with customers
as the holistic existence. In this perspective, all people are perceived as customers, but merely have one side as a customer. By perceiving customer as a living person, not merely as an existence to make payments
to the companies, the companies can change
their existence
Every marketing group that wins in
GOLD BLEND”
was launched in 1967 with Quality comparable to R&G coffee through
a freeze-drying
the competitive racemanufacturing coffee that can be
will have a good mix of creative and
scienti c marketing minds at work.
technology. The introduction of soluble
to a provider of
psychological and social values to the living person and discover new chances.
In order to provide emotional value beyond the product or service based value to customers, it’s important to consider under what circumstances and for what purpose they will be used. Today with companies and customers connected directly through the emergence of, for instance, social networking services (SNS), it could be argued that this is easier to do than ever before.
Apart from the idea of individual segmentation of the customers without identi able faces, the
enjoyed easily is truly a product innovation.
At the time NESCAFÉ GOLD BLEND
was introduced, there was a big difference in quality of coffee among manufacturers. In such times, there was a pressing
24 I October 2015
need to come up with NESCAFÉ GOLD BLEND’s features, which have
differentiated taste and quality. Mass communication was an effective contact point with customers, and the famous catchphrase, “A man who understands
the difference” highlighted the appeal of the product’s high quality. There were variations of the catchphrase after this such as, “A man who know good quality” and “A man who enjoys the difference,” but the consistent message of catchphrase was that NESCAFÉ GOLD BLEND was designed to communicate that it raised the status of customers.
In other words, after Marketing 1.0, which was driven by product-oriented innovation ‘instant coffee’, a shift was