learning the strategy of city marketing from kumamon · 2013.5.12 german company steiff released...
TRANSCRIPT
Learning the Strategy of City Marketing
from KUMAMON2014.9.17 Taipei International Convention Center
Mr. Saeki KazunoriFormer Chief, Kumamoto Prefectural
Government, Tokyo Branch Office
The Wall Street Journal(Published on 2012.12.26)
KUMAMON as appeared in the front page of U.S. newspaper "The Wall Street Journal"
2013.5.12 German company SteiffReleased the "KUMAMON" teddy bearfor worldwide limited production of
1,500 bears only
Sold out in 5 seconds!
2013.6.1~ Japan AirlinesServes the in-flight meal
"AIR KUMAMON"on domestic flights,
offering local dishes of Kumamoto
French company BaccaratReleased the
"Crystal KUMAMON"since 2013.12
2013.8 UK car company MINIThe "KUMAMON MINI"
2013.7Participating in the Japan Expo in
France
Started the serial four-frame comic in Kumamoto Nichinichi Shimbun (local newspaper)
(since 2013.04.01)
Opening of "KUMAMON Square“(2013.7.24)
© 2010 Kumamoto Prefecture KUMAMON
Name: KUMAMON(originated from "a person of Kumamoto")
Profession: In short, a government worker“Marketing Manager of Kumamoto Prefecture”
Sex: Not a boar, but a BOY!
Personality: Mischievous and full of curiosity
[Self-Introduction of KUMAMON]
Kumamoto Surprise!
(2010.3)
The KANSAI Strategy
Mysterious appearances in popular tourist spots of Osaka, making KUMAMON a hot topic
KUMAMON Unpredictable Appearance Campaign
Haunting everywhere in Osaka Dotonbori Shopping District
KUMAMON broadcasts his activities with blog entries after each appearance in Osaka City
KUMAMON Unpredictable Appearance Campaign
Blog
Haunting popular tourist spots of Osaka to draw people's attention, making KUMAMON a hot topic
Ambassador Extraordinary and Plenipotentiary of Kumamoto Surprise
（2010.10.1）
© 2010 Kumamoto Prefecture
Handing out business cards in his haunts
KUMAMON Unpredictable Appearance Campaign
(2011.9.30)
Marketing Manager Appointment Awarding Ceremony
UHA MikakutoPuccho Stick candy (pomelo-flavored)
2011.10.5 Visiting candy manufacturer for presentation
Activities of the Marketing Manager (collaboration with food-related companies)
[KUMAMON Taiping-yan] soup noodle product
by Acecook
Activities of the Marketing Manager(collaboration with food-related companies)
[Ikinari Dango] dessert by Tirol Choco
[Kumamoto Melon Bread] &[Oguni Jersey Milk-steamed Bread] by Kobeya
20
Appearance in TV commercials nationwide (Kagome)
(2012.11～)
(2011.11.27)
Ranked No.1 in Mascot Character Grand Prix of
Year 2011
2011 2012
15,400 entries (At end of 2014. 01)
2013
Submission of
application form
Receipt & Examination
Authorization of
use
Commodification
The concept of "Free Markets and Open Guilds"... is to have everyone running business freely to revitalize the economy.
The Aim of Making Trademark Free-of-charge
[Prefecture] [User]
Marketing Promotion of Kumamoto
Increase in Profit
A WIN-WIN
relationship
*It is also effective in aiming a thorough character management
• Anything contrary to public order or morality, or for religious, political purposes, etc.
• Alteration or omission of KUMAMON's images
• Use for product name or company name
□The following uses of illustrations are not allowed
□The KUMAMON Troop will be sent out for the following purposes:①Marketing promotion of Kumamoto Prefecture
②Market extension for prefectural products
③Promotion of "Kumamoto Surprise"
※Mainly within Kumamoto prefecture
KUMAMON StrategyFavorable
Impression & Virtuous Cycle
KUMAMONOverwhelming
Charisma
People who love
KUMAMONA Chain of
Passion
Quizzes
2013.5.12 German company Steiff released the "KUMAMON" teddy bear
with a worldwide limited production of only 1,500 bears …
A. Sold out in 5 minutes? B. Sold out in 5 seconds?
2013.5.12 German company Steiff released the "KUMAMON" teddy bear
with a worldwide limited production of only 1,500 bears …
B. Sold out in 5 seconds!!
© 2010 Kumamoto Prefecture KUMAMON
A. Government worker
What is KUMAMON's job?
B. Salesman
© 2010 Kumamoto Prefecture KUMAMON
A. Government worker
What is KUMAMON's job?
Where is KUMAMOTO?
A
B
HERE!!
Which is the mountain in Kumamoto?
A. Mount Aso
The central cone group of Aso consists of five peaks: Mt. Neko, Mt. Taka, Mt. Naka, Mt. Eboshi, and Mt. Kishima.
How long does it take to get from HAKATA（博多） to Kumamoto（熊本） by Kyushu Shinkansen?
A. 53 minutes
B. 33 minutes
© 2010 Kumamoto Prefecture KUMAMON
1. KUMAMON 2. Funassyi 3. Sento-kun
NIPPON RESEARCH CENTER, LTD
NIPPON RESEARCH CENTER, LTD
© 2010 Kumamoto Prefecture KUMAMON
1. KUMAMON 2. Funassyi 3. Sento-kun