Japanese convenience stores offer drinks, food and daily products every day 24 hours a day. The 3 major convenience stores in Japan, also called Konbini, are 7-ELEVEN, Lawson and Family Mart... The mission statement of the company is to provide a complete range of products to the conscious customers facing time constraints in a relaxing and pleasant environment.
[...] Opportunities • They should be more present on social networks. • They have an interactive and attractive website which will gain in being more completed and developed Threats • 7-ELEVEN competitors are strong too. Family Mart and Lawson are also well represented in the Japanese market. Presentation of the idea The concept One of the great strengths of convenience stores and so on 7-ELEVEN is that they are open 24 hours a day. We are going to insist on the advantages it represents. [...]
[...] One of the aims of the campaign is to be closed to the customers. The situations presented can happen to everyone and there is always a 7-ELEVEN next to where they are, so there is always a solution to find what they need. We emphasize the fact that 7-ELEVEN is the most represented stores in Japan. The different scenario we will propose will represent several parts of the daily life of a young Japanese, between 20 and 30 years old. Why it will create a buzz? [...]
[...] My idea is to create an interactive video with the customer. The video will be led by the customer. He will have to choose between several options proposed to him to make the story continue. At the end of the story, the choice he will have to do will be to choose between several products of ELEVEN. His last choice will make him win a discount code on the product chosen. He will be able to use the code in a 7-ELEVEN of his choice. [...]
[...] This campaign will create a buzz because the first persons to look at the video won't know what to expect. This will help to create a “buzz atmosphere” because this will create a surprise and people will share the video because it is interactive and fun and also thanks to the discount it hides. They will want to give the opportunity to their friends to enjoy it. The goal is to attract the customer to look at the video and play the game till the end. [...]
[...] • Affordability: it is affordable for everyone because the concept is to give discount codes on daily life products that everyone needs. • Accessibility: It will be affordable to those who get a smartphone to show the QR code to the 7-ELEVEN staff. • Awareness: Potential customers will be aware of the campaign through social networks and through the website but also by words of mouth. References Yoshiyuki, I. (2016, 05). The 3 Major Convenience Store Chains in Japan Comparison. Matcha. Retrieved from: https://matcha-jp.com/en/1696 Wikipedia, last updated: January 2018. Retrieved from: https://en.wikipedia.org/wiki/Seven_%26_I_Holdings_Co. [...]
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