メールマガジン バックナンバー
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外国人モニターによる日本製品レポート Vol.12 2008年7月配信
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No.36
●Natinality：USA
●Birh Year：30's
●Sex：Female
●Product Name：Yogurt
●Good / bad ：
Yogurt is low-fat yet creamy, making it a perfect choice for dieters and adventurous cooks. While most plain yogurts are too watery and sour, This brand blends easily in fruit smoothies, curries and vegetable dips without separating. The price point is still very reasonable in the current volatile dairy market, making it more appealing to budget-conscious mothers.
Unfortunately, not enough info is given to consumers on the many easy uses of yogurt as a food and as a health remedy, as is readily available to consumers in the West.
●Improving idea：
The packaging could be sturdier. If the plastic lid is not securely fastened, the cardboard container collapses and can slip out of the hand. Also, the rather plain label does not stand out on the shelf and actually blends in with other similarly-colored packages. Build upon its name and make a more exotic package, perhaps with a recipe on the back or a marketing tie-in with a product that could be mixed with yogurt.
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No.37
●Natinality：South African
●Birh Year：20's
●Sex：Female
●Product Name：Cell phone
●Good / bad ：
This is an asset any person living in japan should have... important and essential especailly for foreigners who need to find train schedules, directions or just need to get information and keep in touch... this product could be your life line in japan especially if you do not live in a big city
disadvantage however is that learning how to access these services may be a bit difficult especially to new comers to japan
●Improving idea：
This product can be improved by offering the cell phone internet usage in more language options. internet on cell phones can only be used in japanese and only opens up japanese websites/links...
This product would be more appealling to a wide market if the internet could be accessed in other languages as well as japanese.
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No.38
●Natinality：British
●Birh Year：50's
●Sex：Male
●Product Name：Beer
●Good / bad ：
This beer is one of the best selling, premier beers in Japan. One of it's key advantages is its price which is at the lower end of the pricing scale. It was the first beer sold in Japan that offered a fuller flavoured, hoppy taste. Though new to the Japanese palate this beer soon caught on and is now one of the country's best sellers. Its key disadvantage is that it has now been copied by other manufacturers and faces still competition in the market.
●Improving idea：
The product flavour is perfect, however it sales could be improved in several ways. Firstly, the can design looks dated. A more modern, up to date design targeted at the younger generation (20s and 30s) may improve sales. Secondly, a marketing strategy and TV commercial campaign showing that it's 'cool' to drink it may be advantageous. Lastly, celebrity endorsement by stars who are well respected by the main target customer base would be a good idea.
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