The Royalty-Free Strategy of KUMAMON

Size: px

Start display at page:

Download "The Royalty-Free Strategy of KUMAMON"

Emil Wilcox
5 years ago
Views:

1 The Royalty-Free Strategy of KUMAMON Shinichi MURATA Vice Governor Kumamoto Prefectural Government 1

2 Today s Agenda What is the royalty-free strategy? ~ To promote a region by new character business style, beyond the existing business style to date~ What is KUMAMON Universe"? ~To spread surprise and happiness all over the world ~ 2

3 Kumamoto Prefecture Same size as Taiwan Kumamoto City Mt.Aso Amakusa Kyushu Island Population: 1.8 million Area : 7,400 km2 (About 7 times as large as Hong Kong) Governor: Ikuo KABASHIMA Japan 3

4 Abundant nature Mt. Aso Amakusa-Sakitsu Fresh and sweet agricultural products Tomato Water melon History and Culture KUMAMOTO-castle Suizenji-park 4

5 5

Occupation:Official of Kumamoto prefecture Post:Director General of Sales and

6 Name: くまモン (Japanese) KUMAMON(English) 酷 MA 萌 (Chinese) 구마몬 (Korean) (KUMAMON means The people of Kumamoto ) Hi! I am KUMAMON! Occupation:Official of Kumamoto prefecture Post:Director General of Sales and Happiness Personality:Naughty and Full of Curiosity Mission:To plant seeds full of Surprise and Happiness Yuru-chara GP 2011 Winner! 6

7 The Royalty-Free Strategy of KUMAMON NO! Royaltyfree! Excessive unauthorized KUMAMON usage Prefecture s authorization required YES! Major Conditions for KUMAMON Usage To encourage tourism to Kumamoto To help secure sales channels for Kumamoto companies 7

8 The Objective of The strategy To Promote The Regions of Kumamoto KUMAMON has created The new character business style between local government and private sectors by using royalty-free strategy. Cheer Up! KUMAMOTO! 8

Industrial Promotion Encouragement of Tourism to Kumamoto Advantage Royalty

9 The Win-Win Strategy Kumamoto Prefecture Private Sectors KUMAMON Advantage Promotion of Kumamoto Awareness Sales expansion of Kumamoto products Industrial Promotion Encouragement of Tourism to Kumamoto Advantage Royalty Free Improvement of sales Simple usage procedure Improvement of companies image 9

10 The number of KUMAMON usage The sales of KUMAMON products Authorizations As of October 2015 As of December 2014 Over 20,000! About $1B (US$M)

11 Example of Collaboration Kumamoto milk used Tourism promotion in Kumamon package A lot of Kumamoto SMEs also use KUMAMON Movie Ad Motorbike made by motor factory located in Kumamoto 11

12 Collaboration with The European Well- Teddy Bear KUMAMON (Steiff) Established Brand KUMAMON MINI (BMW) KUMAMON meets Baccarat (Baccarat) US$340 US$240 Sold out in 5 second! (1500 limited items)

13 Kumamon Shop has opened In YATA! March 2014~ Kumamon Apperance in Asia Hong Kong Kumamoto Promotion in HK Circle K (358 shops) Dec 2015~Jan 2016 Kumamoto Promotion in Hong Kong Aeon November

14 Other Asia Kumamoto Promotion in Taiwan Seven Eleven ( 5000 shops) July 2014 Kumamoto Promotion in Thai SAHA Group November 2015 Kumamoto Promotion in Alibaba Group November

KUMAMON Effectiveness Outside The Economy Tiny local character became famous mascot in Japan, Finally has jumped out into the world!! KUMAMON has given Kumamoto people a lot of happiness!

15 KUMAMON Effectiveness Outside The Economy Tiny local character became famous mascot in Japan, Finally has jumped out into the world!! KUMAMON has given Kumamoto people a lot of happiness!! KUMAMON encourages Kumamoto people to think : We love Kumamoto. We are proud of Kumamoto We find a lot of wonderfulness in Kumamoto As a result, KUMAMON Universe has become a part of the world. 15

16 KUMAMON UNIVERSE " The special space where everybody, regardless of national boundaries, enjoys happiness full of wonderful surprises and smiles 16

17 In 2019, Kumamoto will host Rugby World Cup World Women s Handball Championship I am looking forward to seeing you in KUMAMOTO! 17

18 The KUMAMON UNIVERSE will be expanded to the world 18

19 Thank you very much for your kind attention. Thanks!! 19

Learning the Strategy of City Marketing from KUMAMON

Learning the Strategy of City Marketing from KUMAMON 2014.9.17 Taipei International Convention Center Mr. Saeki Kazunori Former Chief, Kumamoto Prefectural Government, Tokyo Branch Office KUMAMON as appeared