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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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