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Pocky

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by

Iona Sastromihardjo

on 14 July 2013

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Transcript of Pocky

Aiko Iwamoto
Alex Manahan
Chinatsu Kudo
Maila Kondo
Wonkyung Ree
Iona Adam Sastromihardjo
Can you guess...
... the number of Pocky flavors
that have been created?
150
over
kinds!
is a chocolate-coated biscuit stick snack
produced by Ezaki Glico
first launched in 1966
the world's
chocolate stick snack
FIRST
the first Pocky was sold for 60 yen
30,000,000,000 yen
in sales
in the first
2
years
T H I R T Y B I L L I O N
... as a snack called "CHOCO-TECK"
core message
Market Needs
something
DIFFERENT
something
HEALTHY
( 2008 )
Target Audience
children
CANDY
with
HEALTH
benefits
ELEMENTARY
SCHOOL
GIRLS
HIGH
SCHOOLERS
HOUSEWIVES
AGE 30 - 40
& FAMILIES
Pocky Targeted Consumers
( 2012 - 2013 )
MEN & WOMEN
AGE 30
to
MEN
&
WOMEN
AGE 20-30
WOMEN
AGE 30 - 50
targeted more
towards
MEN
“Due to the decrease in the domestic market because of


the food industry has shifted its aims to market globally...
DECLINING BIRTHRATES
EXPANDING MARKET
... Glico also plans on doing so by


to the Asian regions and be recognized as a global company. "
Differentiation
What makes



different from the rest?
Pocky introduces new flavors
every Autumn
Pocky distributes
globally
Positioning
" Refresh Box "
Vending machine
Healthy
& Original
Japanese snack
Creative
Approachable
Luxurious
yet affordable
Sharing
happiness
annual global sales
$ 300,000,000
T H R E E H U N D R E D M I L L I O N D O L L A R S
$ 1,000,000,000
O N E B I L L I O N D O L L A R S
goal by 2020
Promotion Strategy
MEDIA
TV
Radio
Facebook
Twitter
holds 2 Guiness
World Records!
BTL Strategy
Pocky is the winning hit of smiles!
Marketing Plans
Media Plans
Customer Responsibility Marketing
(case example)
Full transcript