Learning the Strategy of City Marketing from KUMAMON

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Tobias Beasley
5 years ago
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1 Learning the Strategy of City Marketing from KUMAMON Taipei International Convention Center Mr. Saeki Kazunori Former Chief, Kumamoto Prefectural Government, Tokyo Branch Office

2 KUMAMON as appeared in the front page of U.S. newspaper "The Wall Street Journal" The Wall Street Journal (Published on )

1~ Japan Airlines Serves the in-flight meal

3 German company Steiff Released the "KUMAMON" teddy bear for worldwide limited production of 1,500 bears only ~ Japan Airlines Serves the in-flight meal "AIR KUMAMON" on domestic flights, offering local dishes of Kumamoto Sold out in 5 seconds!

4 French company Baccarat Released the "Crystal KUMAMON" since UK car company MINI The "KUMAMON MINI"

5 Participating in the Japan Expo in France

6 Started the serial four-frame comic in Kumamoto Nichinichi Shimbun (local newspaper) (since )

7 Opening of "KUMAMON Square ( )

8 [Self-Introduction of 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 2010 Kumamoto Prefecture KUMAMON

9 Kumamoto Surprise! (2010.3)

10 The KANSAI Strategy

11 KUMAMON Unpredictable Appearance Campaign Mysterious appearances in popular tourist spots of Osaka, making KUMAMON a hot topic Haunting everywhere in Osaka Dotonbori Shopping District

12 KUMAMON Unpredictable Appearance Campaign Haunting popular tourist spots of Osaka to draw people's attention, making KUMAMON a hot topic Blog KUMAMON broadcasts his activities with blog entries after each appearance in Osaka City

13 Ambassador Extraordinary and Plenipotentiary of Kumamoto Surprise ( )

15 KUMAMON Unpredictable Appearance Campaign Handing out business cards in his haunts 2010 Kumamoto Prefecture

17 Marketing Manager Appointment Awarding Ceremony ( )

18 Activities of the Marketing Manager (collaboration with food-related companies) UHA Mikakuto Puccho Stick candy (pomelo-flavored) Visiting candy manufacturer for presentation

19 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 [KUMAMON Taiping-yan] soup noodle product by Acecook

20 Appearance in TV commercials nationwide (Kagome) ( ~) 20

21 ( )

22 15,400 entries (At end of ) Ranked No.1 in Mascot Character Grand Prix of Year

23 Submissio n of application form Receipt & Examination Authoriz ation of use Commodification

24 The Aim of Making Trademark Free-of-charge The concept of "Free Markets and Open Guilds"... is to have everyone running business freely to revitalize the economy. [Prefecture] [User] Marketing Promotion of Kumamoto A WIN- WIN relationship Increase in Profit *It is also effective in aiming a thorough character management

25 The following uses of illustrations are not allowed 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

26 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

27 KUMAMON Overwhelming Charisma KUMAMON Strategy Favorable Impression & Virtuous Cycle People who love KUMAMON A Chain of Passion

28 Quizzes

29 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?

30 German company Steiff released the "KUMAMON" teddy bear with a worldwide limited production of only 1,500 bears B. Sold out in 5 seconds!!

31 What is KUMAMON's job? 2010 Kumamoto Prefecture KUMAMON A. Government worker B. Salesman

32 What is KUMAMON's job? 2010 Kumamoto Prefecture KUMAMON A. Government worker

33 Where is KUMAMOTO? B A

34 HERE!!

35 Which is the mountain in Kumamoto?

36 A. Mount Aso The central cone group of Aso consists of five peaks: Mt. Neko, Mt. Taka, Mt. Naka, Mt. Eboshi, and Mt. Kishima.

37 How long does it take to get from HAKATA ( 博多 ) to Kumamoto( 熊本 ) by Kyushu Shinkansen? A. 53 minutes B. 33 minutes

39 NIPPON RESEARCH CENTER, LTD 1. KUMAMON 2. Funassyi 3. Sento-kun 2010 Kumamoto Prefecture KUMAMON

40 NIPPON RESEARCH CENTER, LTD 1. KUMAMON 2. Funassyi 3. Sento-kun 2010 Kumamoto Prefecture KUMAMON

The Royalty-Free Strategy of KUMAMON

The Royalty-Free Strategy of KUMAMON Shinichi MURATA Vice Governor Kumamoto Prefectural Government 1 Today s Agenda What is the royalty-free strategy? ~ To promote a region by new character business style,