We have published an interview article unveiling "How Companies and Customers Should Communicate with Each Other" ［PRM Company Visit] Vol.7 Maruha Nichiro Corporation

What is "Visiting PRM Companies"?

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Nowadays, there are more and more companies trying to directly connect with their customers.
In this series of interviews with partner companies that practice PRM (Partner Relationship Management), which we advocate, we will clarify "Why is it necessary to connect directly with customers?
The interviewer is Tatsuo Ishii, Executive Advisor of Kao Corporation, who has long been involved in brand marketing at Kao.

Tatsuo Ishii, Executive Advisor, eLife Inc. He served as manager of a number of brands for 14 years at Kao Corporation, where he also launched Agience as a new business. In 2003, he established the Digital Marketing Center, where he was involved in the planning and operation of web-based strategies and established the Digital Marketing Center as the head of the center. In 2017, he was appointed as Executive Advisor for eLife Inc.. Marketing Meister, Japan Marketing Association; Member, Digital Media Committee, Japan Advertisers Association; Chairman, Brand Experience Jury, Dentsu Advertising Awards; Part-time lecturer, Graduate School of Business Administration, Waseda University; Executive Fellow, Adobe; Auditor, C Channel Inc. He is a leading expert in the field of marketing.

The 7th issue is Maruha Nichiro Corporation Interview with Koji Owada and Tomoko Noguchi, explaining the value that corporate communities can bring.

Vol. 7 What the Maruha Nichiro "Oishiine!!" community can do in the balance between economic value and social value >>> Click here

"Oishiine!!" is a long-established community operated by Maruha Nichiro, a leading food company. Counting from its predecessor, "Smart Bishoku CLUB," it has continued to play an important role in connecting the company with its customers for over 10 years.
The number of members and viewers has increased rapidly from last year to this year due to the popularity of content related to the company's signature product, canned mackerel. The company has seen further growth here. As times change, the values that companies should pursue also change. How should the community change accordingly? What is the essence of a community that remains the same?

PRM (Partner Relationship Management) that we advocate

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*PRM = Partner Relationship Management. A marketing concept that views consumers as partners and seeks to create value and expand contact points through collaboration with partners.