We have published an interview article unveiling "How Companies and Customers Should Communicate with Each Other" ［PRM Company Visit] Vol. 8 " Suntory Spirits Ltd.

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.

In Part 8, we interview Hyonju Shu and Mari Ishimitsu of Suntory Spirits Ltd. and explain the value that corporate communities can bring.

Vol. 8 "The "Kodawari Bar Fan Club" where men in their 50s gather online. The "fun of drinking places" that has continued since the Showa period can be found there.

Suntory's "Kodawari Sake-Ba Fan Club" is an online community for people who love Suntory's "Kodawari Sake-Ba" series products, such as "Kodawari Sake-Ba Lemon Sour" and "Kodawari Sake-Ba Taco High," which are well-known in TV commercials.
The fact that it is a brand community rather than a company or category-based one, and the fact that the volume zone of members is men in their 50s, make it unique as an eLife community.
How is the community designed to establish a commodity product, RTD (an acronym for "Ready to Drink," an alcoholic beverage such as canned chu-hi, canned cocktails, or canned highballs that can be drunk straight away) as a brand? And what is the relationship with mass communication using commercials?

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.