By: Thomas Nelan.Date: 13 March, 2015.

Question #2: What does the term “Meiji” mean? Can you say something about

the company’s history? Why would the name “Meiji” have more positive connotations in Japan than in China?

Overview:Meiji Company History;

Examine:What does the term “Meiji” mean?;

Explore:Chinese –v- Japanese connotations of the name “Meiji”.

Meiji Corporate History Overview

1906: Meiji Sugar Company Ltd;

1916: Tokyo Confectionary Company Ltd (Meiji Seica) Estd.

1917: Kyukoto Condensed Milk Company Ltd Estd.

1940: Renamed Meiji Dairies Corporation;

2011: Meiji Dairies Meiji Seica

Meiji Company Ltd

Meiji Company History: KyukotoCondensed Milk Company Ltd 1917: Meiji introduced condensed milk to Japan. 1951: Meiji launches “Soft Curd Meiji Infant Formula”: 1968: Meiji launches “Meiji Baby Rice Gruel”; &;

“Meiji Infant Kaju Orange Juice”.

- Infant nutrition a priority for Chinese Govt._ JERI Report.

- Wen Jiabao “500 gram dairy declaration”:11th & 12th National Plan targets.

- Chinese One-Child Policy:-Parents & grandparents sought best possible food

intake for child.-Risk to child is risk to future of China.

The Meaning of Meiji:

The meaning of “ ”, and;

The meaning of “Meiji”.

The Meaning of Meiji

Soft lower-case lettering: Cheerfulness of a corporation in the food and health sector and warm connections with each customer.

Red colour: uplifting colour, joy of living. First colour humans learn after being born, signifying desire to be part of peoples lives from their birth.

“iji”: A group of people supporting each other.

“e” represents a smiling face welcoming those people.

The historical meaning of “Meiji” 1868 - 1912:

-Sakoku Period ends;- Direct imperial rule restored;- Transition to modern industrial world power;- Reform and innovation encouraged in all areas;- Wakon Yosai: Japanese Spirit, Western Technology;- By 1900 new industry competing with agriculture.

Meiji: “Enlightened Rule”.

Meiji Sugar Company Ltd. founded 1906.

Connotations of “Meiji” in a Chinese context. Japanese foreign aggression under Emperor Meiji:

1894/95: - War with China relating to control of Korea,- Chinese surprise at being beaten by minnow.- Gained control of Taiwan.

1904/05: -Victory in war against Russia- foothold in China and SE Asia.

Relevance of history? Great Leap Forward:Mao Zedong attempt to collectivise dairy farming in the 1950s still carried “legacy issues”.

Collectivised Farming Propaganda.

Collectivised Farming Reality

Connotations of “ ”in a Chinese context. “Meiji” is synonymous with Japan:

- Japan is synonymous with expansionist aggression;

- Previously mentioned aggression plus:

- 1931 invasion of Manuchria;

- 1937 Rape of Nanking (300,000 dead).

- Comfort women.

Connotations of “ ”in a Chinese context. “Meiji” is synonymous with Japan:

Recently:

- 2005: School history book demonstrations: 3 weeks.

-Senkaku / Daioyu Islands dispute;

- Yasukuni Shrine visits;

- Anti- Japanese movement indicates rising tide of popular nationalism.

Schoolbook Protest. Islands Protest.

Abe visits Yasukuni Shrine 2013 & 2014.

“It’s natural for leaders to visit Yasukuni”_17/02/2015

Connotations of “ ” in a Japanese context. Meiji messages:

- Tasty Enjoyment, Health and Reassurance.- Ashita wo motto oishiku (Tomorrow will be more tasty).

Meiji: Bright.

Meiji: Stability,Well-balanced,Rule.

Connotations of “ ” in a Japanese context. Meiji Group aim to brighten customers’ daily lives by

providing customers of all ages, from infants to the elderly, with foods that offer tastiness and enjoyment, as well as products that contribute to customers’ physical and emotional well-being. _ Meiji Press Release 2010.

Long-term plan (Meiji 2020 Vision)Three Key-Words:- Treasure children!- Invigorate adults!- Create excitement for all!

Aim: Brand Loyalty: Repeat purchases at premium prices.

Connotations of “ ” in a Japanese context.

Impact of connotations: Marketing Communication Aims:

- Category need:

- Brand awareness:

- Brand attitude:

- Brand purchase intention:

-Purchase facilitation.

Brand attitude: “a consumer’s particular impression of a brand, formed by emotions, logic and cognitive beliefs”. _ Dibb, Simkin, Pride and Ferrell; Marketing Concepts and Strategies.

Contributors to Negative Brand Attitude: 2010: Foot and Mouth disease in Japan- 12 month ban; 2011: Fukushima Daiichi Disaster- Radioactivity stigma; 2011: Radioactive Caesium found in infant formula;

2013: Price fixing scandal in China. 2013: Tense Chinese-Japanese relations.

Recall 400,000 tins from shelves; Formula sourced from Australia;

“Exposure to dairy-product advertising in news media has little effect on dairy purchase decisions.”

Sales 90% down.