Customer-first Marketing Shiseido's Elixir cosmetic brand and Sapporo Beer's "WITH BEER"

This presents an analysis of successful marketing through two distinct case studies: Shiseido's Elixir cosmetic brand and Sapporo Beer's "WITH BEER" new product line. The primary focus is on the fundamental marketing principles of identifying "Who" the target customer is, "What" specific value is being offered, and "How" this value is communicated to them. The first case details how Elixir revived its declining sales by redefining its target audience (40+ women) and streamlining its product value (focused aging care) through integrated promotional efforts. The second case examines how Sapporo Beer successfully launched "WITH BEER" by deeply understanding the psychological barriers young consumers had toward traditional beer, leading to the creation of a less bitter, fruity white ale and an accompanying organizational shift for customer-centric development. Both examples emphasize that sustained success requires a customer-first approach and the ability to adapt strategy and execution in response to market changes.