Kirin Afternoon Tea: Bridging the Perception Gap

This episode examines Kirin's "Gogo no Kocha" (Afternoon Tea) brand and its marketing strategy to bridge the gap between the brand's current reality and the perception of light and lapsed users. It details how understanding customer segments revealed a disconnect where long-term users recognized product improvements while less frequent consumers held onto older impressions, particularly viewing it as a winter beverage. By redefining the brand image through the concept of "iced tea for summer", utilizing clear language and visuals, and implementing internal marketing efforts to align the company, Kirin successfully expanded its market and boosted sales, demonstrating the importance of customer-centric brand perception management and internal support for external success.