eLife MARKETING SEMINAR

November 7, 2017 34th Edition
(Special Free Invitation)
Date & Time
Tuesday, November 7, 2017
9:30-12:10 Seminar (Registration starts at 9:00) 12:10-13:30 / Lunch Social
Venue
Meiji Kinenkan
2-2-23, Moto-Akasaka, Minato-ku, Tokyo 107-8507, Japan
[Access] 3 min. walk from Shinanomachi Station on JR Chuo and Sobu Lines
6 min. walk from Aoyama-itchome Station (Exit 2) on Hanzomon, Ginza, and Oedo Subway Lines
Belle Japon (KIRI) Original Brand Positioning Strategy
"Creating brand value supported by customers and attracting new users"

Bel Japon K.K.
Mr. Hiroshi Otaka, Representative Director
A new stage of brand experience
〜˜Creating differentiation through the creation of interactive experiences

 

CEO, Wayin, Inc.
Mr. Richard Jones
*Delivered with examples such as digital campaigns across dozens of Coca-Cola countries
Marketing Success in the Digital Age."

 

Kao Corporation Senior Fellow, Digital Marketing Center / Senior Fellow, Digital Marketing Center
eLife Inc. Mr. Tatsuo Ishii, Executive Advisor

 

 

January 22, 2015 33rd

MUJI (DIGITAL) MARKETING 3.0
〜CRM Strategy for MUJI Online Store: The Importance of Customer Time
Fusion of Digital and Analog / Effectiveness Measurement in Digital Investment

Ryohin Keikaku Co.,Ltd.　Web Business Department
Community Manager, Web Business Dept.
New marketing ideas based on the latest case studies

eLife Inc.
Chief Marketing Officer Maki Sugiyama
November 21, 2012

eLife Social Community Suite Seminar

What Makes a Successful Community in the Age of Social?"

Nestle Japan: Kenjin Komyu
Unicharm and others Baby Town (Mama Hiroba)
And many more

May 29, 2012 32nd

Knorr Soup: What is the Brand Strategy of a Long-Selling Brand?
Business Strategy of Knorr Soup
〜Creating Demand by Offering New Value, Recent Initiatives

Ajinomoto Co., Inc.　Food Business Division, Household Products Business Department
Marketing Group, Food Business Division
eLife Inc.
Consultant Daisuke Takenouchi

January 26, 2012 31st

Sea Breeze Target Switch Strategy
〜Specific examples of measures to attract young people

Shiseido Company, Limited　Domestic Cosmetics Division
Mass & Masstige Brand Unit
Ms. Fusako Znaiden, Brand Manager
eLife Inc.
Consultant Daisuke Takenouchi

October 25, 2011 30th

ALL NIPPON AIRWAYS CO., LTD.　Sales Promotion Division
Web Sales Department, Web Planning Team Mr. Takuya Akiyama
Wildfire Interactive, Inc.
Mr. Vikas Jain, General Manager of Business Development, Wildfire Interactive, Inc.
eLife Inc.
Daisuke Takenouchi, Consultant

July 12, 2011 29th

Leveraging Social Media
Interactive Marketing with Consumers

BATHCLIN CORPORATION.　Sales Administration Department
Public Relations Mr. Yasuhiro Ishikawa
Marketing that "Inspires" Customers
Consultant Daisuke Takenouchi

February 8, 2011 The 28th

No.1 in the stick coffee market
Product and Brand Strategy for "Blendy Stick
～Marketing challenge that has realized double-digit growth for nine consecutive years

Dry Coffee Division, Ajinomoto General Foods Co.
Mr. Tomoaki Sannomiya, Stick Group

START WITH "WHY" -START WITH WHY-.

eLife Inc.
Chief Marketing Officer Maki Sugiyama

October 5, 2010 The 27th

Ajinomoto "GABAN® Spice Dressing
Creating New Value in the Consumer-Driven Era

Ajinomoto Co., Inc.　Processed Foods Dept.
Marketing Group
Mr. Motohiro Komase

Communication to Create a Hit Product."

eLife Inc.
Chief Marketing Officer Maki Sugiyama

March 11, 2010 25th

The Secret of the "Kirin Free" Hit! Communication Practices
～Development Manager talks about the trajectory of 2009 and the outlook for 2010.

Kirin Brewery Company, Limited　Marketing Department
Marketing Department, Sales Division
Ms. Namiko Kajiwara, New Product Development Group, Product Development Laboratory

2 free

eLife Inc.
Chief Marketing Officer Maki Sugiyama

October 2, 2009 The 24th

Efforts to Uncover Potential Demand by Utilizing Purchasing History Data
〜Case studies of manufacturing and sales collaboration in supermarkets and drugstores

Akiko Okushima, Representative Director, J.B. TOBY Co.

Communication to Create Hit Products

eLife Inc.
Chief Marketing Officer Maki Sugiyama

June 9, 2009 23rd

Successful Case Study of "Mooney" Rebranding
〜Integrated communication strategy implementation, etc.

Unicharm Corporation　Global Marketing Division
Global Marketing Division, Planning Department, eUC Promotion Office, General Manager, Noyuki Sakamoto

A new way of thinking about marketing communication in value co-creation with consumers

eLife Inc.
Chief Marketing Officer Maki Sugiyama

January 21, 2009 22nd

Branding in the Web Age

Marketing Department, Marketing Division Senshukai Co.
Digital Media Department, Marketing Division, Senshukai Co.

A New Approach to Segmentation
〜Creating and Evolving with Customers

eLife Inc.
Chief Marketing Officer Maki Sugiyama

September 24, 2008 21st

THE SECRET OF SUCCESS OF KIRIN ZERO! KIRIN BEER PRODUCT DEVELOPMENT CASE STUDY

Kirin Brewery Company, Limited
Takahide Kasai, Marketing Department
While the beer market is stagnant, functional happoshu (low-sugar, low-calorie) is gaining popularity due to growing health consciousness. Behind the company's establishment as the No. 1 brand in the functional happoshu market is a precise strategy backed by technology and conviction.

From a Society of Anonymity to a Society of Real Names

eLife Inc.
Chief Marketing Officer Maki Sugiyama

May 27, 2008 20th

Marketing Strategy for "Calorie Control Ice Cream

Ezaki Glico Co., Ltd.
Kunio Tanaka, Refrigerated Confectionery Development Planning Dept.

Calorie Control Ice Cream" was developed with the unique positioning of overturning the conventional wisdom that ice cream is high in calories and making it safe for people who need to control their calories.
It has been about five years since its launch. How has the brand been able to expand its sales channels and establish itself in a highly competitive market?
We will discuss the development, brand enhancement, and future development strategies.

Active Consumer and Product Enhancement Strategies

eLife Inc.
Chief Marketing Officer Maki Sugiyama

December 14, 2007 19th

A New Stage in the Vegetable Beverage Market

KAGOME CO.,LTD.
Mr. Shinsuke Nishimura, Beverage Business Unit

Vegetable beverage materials continue to expand against the backdrop of changes in consumers' lifestyle awareness and household environments.
In contrast to the new type of vegetable juice that has become the driving force behind this growth, conventional vegetable juices are in a situation where they are clearly on the "losing side".
How will the authentic vegetable juices developed with particular care be deployed in the market?

What is buzz marketing for maniac products? Practice buzz marketing that leads to sales.

eLife Inc.
Chief Marketing Officer Maki Sugiyama

September 6, 2007 18th

Promotion development using word-of-mouth marketing

Shiseido Company, Limited
Hideo Yamaguchi, Counselor, Domestic Cosmetics Business Department

In the 1980s, Sea Breeze was favored by young people who yearned for West Coast culture. This year, the brand took on the challenge of a major positioning shift. What role did word-of-mouth play in this challenge? And what were the results?

Practice buzz marketing that leads to sales.

eLife Inc.
Chief Marketing Officer Maki Sugiyama

Collaboration of Shueisha's "s-woman.net" and word-of-mouth

Shueisha Company, Limited
Hiroaki Miyamoto, Manager, Brand Business Promotion Office

She will talk about the trials and errors that "s-woman.net" went through to become the mega-site that it is today, and what s-woman's concept of word-of-mouth communication is. He will also introduce a case study of informative shared content, using the Lee 100 members as an example.

April 20, 2007 17th Annual Meeting .
Making Customers Your Best Partners: New Possibilities for BUZZ Marketing in the Web 2.0 Era
~ buzzLife+ New Challenges for Yahoo!

Examples of Word-of-Mouth Marketing Effectiveness and the Future Use of Word of Mouth

eLife Inc.
Yoko Kawamura

Development of promotions utilizing Yahoo! JAPAN's "Kuchikomi Repo

Yahoo Japan Corporation
Yoshihiko Muto, General Manager, Advertising Division

March 30, 2007 16th Edition
Making Customers Your Greatest Partners; New Possibilities for BUZZ (Word-of-Mouth) Marketing"
~ buzzLife+Yahoo! JAPAN's Challenge~!

Word-of-mouth influence on purchases

Bel Japon K.K.
Kuniyuki Mizusho, Marketing Director

Aiming to penetrate the Japanese market, the Japanese subsidiary of a company that sells cheese products in 120 countries around the world has developed a unique marketing strategy. As part of the new strategy, we will take a closer look at the actual buzz marketing that was implemented last year.

buzzLifeExamples of Word-of-Mouth Marketing Effectiveness by

eLife Inc.
Yoko Kawamura

Development of promotions utilizing Yahoo! JAPAN's "Kuchikomi Navi" (word-of-mouth navigation)

Yahoo Japan Corporation
Yoshihiko Muto, General Manager, Advertising Division

November 25, 2006 15th

New Communication with Customers through Customer Participation
~ CRM site implementation and trial of measures to improve the value of the customer experience

Wacoal Corp.
Noriko Oyabu, Manager, Customer Communication Promotion Office

WE WILL NOW TAKE A CLOSER LOOK AT THE CRM MEASURES THAT WERE TAKEN TO LAUNCH THE NEW INNOVATIVE PRODUCT, AND HOW THE MARKETING APPROACH ITSELF WAS DRASTICALLY CHANGED FROM THE PAST.

EXPERIENCE VALUE MARKETING AND STRATEGIC BUZZ

eLife Inc.
Director, Chief Marketing Officer Maki Sugiyama

July 25, 2006 14th

Evolving Marketing
～From Mass Marketing to One to One Marketing

Japan Tobacco Inc.
Tobacco Business Division Product Group
Customer Communication Dept.
Deputy General Manager Hiroto Hirai

WHAT KIND OF MARKETING IS NEEDED TO SURVIVE AND EVOLVE FURTHER IN A MATURE DOMESTIC CIGARETTE MARKET WITH STRICT REGULATIONS ON ADVERTISING AND SALES PROMOTIONS?

eLife Inc.
Director, Chief Marketing Officer Maki Sugiyama

May 31, 2006 13th

Brand Strategy and Customer Communication Practices at Mitsubishi Estate

Mitsubishi Estate Co.
Residential Business Division Product Planning Department
General Manager Shinichi Hirao

How to promote the product brand of Park House, Mitsubishi Estate's high-quality condominiums, to the market? What are the customer communication practices and their results?

Creating brand experience and customer relationships

eLife Inc.
Director, Chief Marketing Officer Maki Sugiyama

December 8, 2005 12th

WEB MARKETING TO COMMUNICATE CORPORATE MESSAGE - VERIFICATION OF INTERACTIVE USEFULNESS

Sapporo Breweries Limited
Corporate Communications Department, Corporate Strategy Division
Webmaster Tomoki Ishihara, Internet Promotion Office, Corporate Communications Department, Corporate Strategy Division

While companies in the beer industry are focusing on branding by spreading their corporate message, we developed an interactive program on the Web to raise awareness of the difficult corporate message of "cooperative cultivation". What are the trials, practices, and various results?

Digital Marketing Services Using Yahoo!
～CEM System Solution Opportunities for eLife and Yahoo!

Yahoo Japan Corporation
Advertising Division
Sales Promotion Department, Advertising Division, Yahoo Japan Corporation

STRATEGIC BUZZ MARKETING PRACTICES

eLife Inc.
Director, Chief Marketing Officer Maki Sugiyama

July 14, 2005 11th

Attempting and implementing web strategies for new target audiences

Nikon Corporation
Imaging Company Marketing Division
E-Business Promotion Office, Marketing Department 2, Imaging Company
E-Business Promotion Office, Marketing Division 2, Marketing Management Department, Imaging Company, Nikon Corporation

Nikon has earned a high reputation around the world. However, now that compact digital cameras have become the mainstream, the "Nikon myth" has conversely become a distant presence for young women. What is the unique web strategy that Nikon is developing to survive?

Practical Methods of Experience Value Marketing
～Creating a strong "product power

eLife Inc.
Chief Marketing Officer Maki Sugiyama

February 2, 2005 10th

Sales will change - Proposal for a new process that emphasizes customer relationship management.

Graduate School of Business Administration, Kobe University
Professor Junzo Ishii

A new concept of shifting from "people management" to "process management" to improve efficiency and increase customer satisfaction.

Increase loyalty at customer contact points through relationship centers

Nestlé Japan Administration K.K.
Consumer Service Department, Communications Division
Consumer Service Department
Consumer Service Department, Communications Division, Nestlé Japan Administration K.K.

CRM TRENDS IN 2005 - MOVING TO THE CORE OF BUSINESS STRATEGY

eLife Inc.
Director, Chief Marketing Officer Maki Sugiyama

November 9, 2004 9th

Attempts and Practices of Web Marketing through Alliances

Unicharm Corporation
Marketing Communication Department eUC Promotion Office
Marketing Communications Dept.

The background to this groundbreaking attempt by multiple childcare-related manufacturers to jointly build and operate a website was the increasingly severe childcare market.
We asked them about their attempts and practices to see what kind of results they have achieved in Web marketing through alliances in the three full years since their launch.

WHAT CRM CAN AND CANNOT DO

eLife Inc.
Chief Marketing Officer Maki Sugiyama

July 6, 2004 8th

Noritsu's e-Marketing Initiatives

Noritsu Corporation
Tsutomu Matsuzaki, General Manager, CRM Promotion Office

Next Generation Website Operations

eLife Inc.
Yuichi Shimizu, General Producer, Web Division

March 10, 2004 7th

Targeted marketing for product improvement

Kobayashi Pharmaceutical Co.
Research Group, Brand Marketing Office
Mr. Shinichi Fujita

Many start by uncovering niche market needs and grow into major brands. Behind their success lies marketing that listens to the voices of consumers, a marketing practice that has become dramatically more efficient and closer to the true feelings of users through the use of the Web.

Marketing Practices with Visible Customer Feedback

eLife Inc.
Chief Marketing Officer Maki Sugiyama

January 20, 2004 6th

Make your brand shine with customer power

Yamaha Corporation
Media Strategy Promotion Office
Music Portal Project Leader Yasushi Kurakake

E-CRM ACTIVITIES IN PIONEER

Pioneer Corporation
Mr. Masaki Nishiyama, General Manager, CRM Center

Latest Trends in Customer Management in the U.S.
~Report on North America's Premier Customer Management Conference

eLife Inc.
Chief Marketing Officer Maki Sugiyama

December 9, 2003 5th

Senshukai Web Marketing Strategy and Practice

Senshukai Co.
Digital Media Department
Shigeru Nakayama, Content Team Manager

Belle Maison Net has grown into a huge commerce site with 2.1 million online members and annual online sales exceeding 20 billion yen.

INTERACTION MARKETING IN E-COMMERCE TRENDS

eLife Inc.
Naomi Aoyama, Communication Expert

November 11, 2003 4th

Creation of new value through "Emergence with Customers

Pioneer Corporation
Mr. Masaki Nishiyama, General Manager, CRM Center

HOW DOES PIONEER CORPORATION, WHICH POSITIONS LAUNCHING WORLD-FIRST PRODUCTS AS ITS COMPETITIVE EDGE, FORMULATE AND IMPLEMENT ITS CUSTOMER STRATEGY? THE DIRECTOR OF THE CRM CENTER TALKS ABOUT THE ACTUAL IMPLEMENTATION OF E-CRM VIA THE INTERNET.

The state of new customer marketing

eLife Inc.
Chief Marketing Officer Maki Sugiyama

October 7, 2003 3rd

The Origin of Product Development and the Future of Customer Marketing at MUJI

Ryohin Keikaku Co.,Ltd.
Kohei Takahashi, General Manager, Lifestyle Products II, Merchandise Division

MUJI, which has been committed to manufacturing products from the consumer's viewpoint, how does MUJI utilize direct communication with consumers via the Internet in its manufacturing? We will hear about the actual use of community and e-mail on "MUJI.net".

panel discussion

Ryohin Keikaku Co.,Ltd.
Kohei Takahashi, General Manager, Lifestyle Products II, Merchandise Div.
Unicharm Corporation

Masayuki Tadashiro, Manager, Corporate Planning Office, Planning Division

eLife Inc.
Chief Marketing Officer Maki Sugiyama

September 11, 2003 2nd

Web Equity, a monetary evaluation of a website's value

（Japan Brand Strategy Institute, Inc.
Akio Tanaka, President and Representative Director

Since its announcement, [Web Equity] has been receiving a great response.
What is this groundbreaking program [Web Equity] that clarifies the value of corporate websites, which until now have been considered difficult to evaluate?

Make your brand shine with customer power

Yamaha Corporation
Mr. Yasushi Kurakake, Music Portal Project Leader, Media Strategy Promotion Office

In 1996, at the dawn of the Internet in Japan, the company already launched Internet services for the general public. How are well-established companies and brands tackling new media?

Customer Communication as a Brand Strategy

eLife Inc.
Chief Marketing Officer Maki Sugiyama

July 16, 2003 1st

PRESENTATION OF "CORPORATE EMAIL RESPONSE SURVEY 2003" AND THE FUTURE OF EMAIL MARKETING

Email Marketing Research Institute
Representative Toru Nishida

WHAT IS THE SECRET OF SUCCESS OF COMPANIES THAT HAVE ACHIEVED ECONOMIC BENEFITS AMOUNTING TO TENS OF BILLIONS OF YEN THROUGH E-MAIL MARKETING? ELIFE INC.AND THE EMAIL MARKETING RESEARCH INSTITUTE'S JOINT SURVEY "CORPORATE EMAIL RESPONSE SURVEY 2003" WILL BE REVIEWED, AND EFFECTIVE EMAIL MARKETING METHODS AND STRATEGIES WILL BE CONSIDERED.

Transforming the marketing paradigm through the use of the Web

Combi Corporation
Mr. Taizo Nakura, Web Marketing Manager

In the year and a half since its launch, the popular "CombiTown" site has grown to 60,000 members, 3,000 to 3,500 new subscribers per month, and more than 10,000 posts on the bulletin board. How beneficial are community sites for companies? How should they be utilized?

The real face of consumers as seen from the field

eLife Inc.
Senior Consultant Sayo Niina