Reo Fukuda is a Lecturer at Gakushuin University and Meijigakuin University. He got his master of management from Gakushuin University. His main research area is on narrative in marketing communication. In particular, He founds consumer response enhancing brand values through information processing of an ad that tells a story.
One other of his research area is on brand management of milk and dairy products. At the moment he is leading a project on private label management of milk in retail from a consumer perspective approach. Due to these results, he received Japan Milk Academic Alliance prize in 2016.
Marketing Communication Strategy for Increasing Milk Value
Gakushuin University Research Institute for Economics and Management, Tokyo, Japan
Growth in the Japanese milk and dairy product market has stalled. In order to increase growth, the value of milk must be understood and conveyed to consumers. Despite the various marketing activities (i.e. brand marketing) conducted by processor companies, it has been shown that these activities have little impact on consumers. According to cognitive social psychology, consumers resist the marketing message, when consumers notice the persuasive intent of the marketing message.
Under consideration is generic marketing led by non-profit industry organizations (i.e. Japan Dairy Council and J-Milk). Therefore generic marketing may overcome resistance by decreasing to notice the persuasive intent. Generic Marketing has also another effect on milk value by collaborating with classroom, consumer knowledge of milk can be forged from early childhood to adolescence. In sum, generic marketing is effective marketing communication of milk and dairy products value to consumers, and may lay the groundwork for brand marketing success.
Generic marketing accordingly forms the foundation of brand marketing and highly influences consumers. However, although milk and dairy products-related organizations in some countries recognize the importance of generic marketing, concrete results and execution methods are still uncertain.
To clarify effective generic marketing for improving milk value, this research introduces cases of generic marketing in japan (e.g. dairy education farm) conducted to improve milk value, and then discusses the difference in the roles of and synergy between generic marketing and brand marketing.
In future, for pursuing strategy increasing the synergy effect, stakeholder must consent to current way of thinking and collaborate with related organizations. However, in fact, it is not easy to attain these goals, and there are not many cases in current markets. Among them, J-Milk has started to execute on the marketing communication strategy through ‘Milk Academic Alliance’. In future, for pursuing strategy increasing the synergy effect, stakeholder must consent to current way of thinking and collaborate with related organizations.