…Daily Yamazaki… Convenience StoreMarketing communication

Chalita Asavaraks 1B5002

What is daily Yamasaki ?

• One of convenience store in Japan, which was established on 1977

• Found 1,542 branches around Japan under managed by Yamazaki Baking Co., Ltd.

• First name were “Sun Every” >> which have no meaning and people couldn’t recognize as a unique convenient store.

• And changed to Daily Yamazaki on 1980• Brand slogan : Best products with responded customer needs

MISSIONDoing best quality

and best service for customer’s trust and

their smile お客様の笑顔と信頼に応える為、ベスト品質・サービスをお届けします。VISION●Providing the highest

possible standard in the manufacture and sale

products ●Consistently pursued

ambitious technological development and

positioned themselves to provide stable supply of

superb products throughout Japan

VALUERespectFamous

TrustGood for health

Cleanlinessfood safety and

security Social Reasonability

Brand Positioning

Accessibility

Emotional Benefit

Easy to find // Up to 15,000 branches

Unapproachable// Rarely

Friendly // Bright// Crowned

Dark // Few of clients

(18,650)(18,240)

(473) (1,178)

(1,464) (2,227)

(12,397)

Consumer insights• Brand logo looks not interesting• Colors logo looks funny, not feel like involve to foods or their business• In case of food, red colors impact to decreasing orexia hormone (appetite)• Shop presentation looks untidy, dark and old fashions• Not expensive and high standard feeling• Grocery Store Image • Bad product placement • Not worth for using brand “Yamazaki”• Shop staff’s outfit looks like housekeeper • Not good brand commercial

Brand Slogan and TargetCurrent New

Slogan

Best products with respond customer needs

Pleasant meal in everywhere

Target

1. One part of customer’s lifestyle 1. To be no.1 in convenience store business >> by expand branch in several area

2. Building good society in term of social development

2. More popular among customers

3. More lots of variety of products in store

How to do new image ?

• LOGO • Change logo to be more bright color such as….??

• Renew logo image to be more modern and involved to foods

• BRAND IMAGE • Try to promote business by using more Yamazaki brand ‘s renown

• Let customers know that Daily is under Yamazaki brand, which was trusted and popular among customers

• Organize events, which make people know more about Daily Yamazaki; for example, food contest, baking class operated by Yamazaki or store design contest etc.

• Making effort to promote business by commercial (TV, Magazines etc.)

• STORE ENVIRONMENT• Make it brighter atmosphere in store

• Make store both outside and inside more clear, lively feeling

• OUTFIT DESIGN• More modern, energetic and chic

Consumer insights

Current ‘s problem• Brand logo looks not interesting

• Colors logo looks funny, not feel like involve to foods or their business

• In case of food, red colors impact to decreasing orexia hormone (appetite)

• Shop presentation looks untidy, dark and old fashions

• Not expensive and high standard feeling

• Grocery Store Image

• Bad product placement

• Not worth for using brand “Yamazaki”

• Shop staff’s outfit looks like housekeeper

• Not good brand commercial

MISSIONDoing best quality

and best service for customer’s trust and

their smile お客様の笑顔と信頼に応える為、ベスト品質・サービスをお届けします。VISION●Providing the highest

possible standard in the manufacture and sale

products ●Consistently pursued

ambitious technological development and

positioned themselves to provide stable supply of

superb products throughout Japan

VALUERespectFamous

TrustGood for health

Cleanlinessfood safety and

security Social Reasonability

SalienceConvenience , Be in everywhere, hot and fresh foods,

customer needs , Well-Known brand

Performance Local premium

convenient store, Good quality

products,Long story of

company

Imagery Small,

comfortable, lots of variety food,

good staffs service, fast,

rush time

JudgmentRecognizable brand

imageMore than 1,500

brand around Japan,Fresh bakeries

different from others

Feeling24/7, everywhere like

a friend, convenience, smile, pleasure, cleanliness

ResonanceRepeated visit, Loyal

following, Brand equity, Branch explanation ,One of convenience store business

leader

PODs Daily Yamazaki• 1. Baking hot bread and fresh bakery at store• 2. All bakeries under brand Yamazaki >> which is very

popular brand • 3. Lots of several marketing champagne (Not different from

other competitors)• 4. Puri dog campaign

Brand Positioning

Accessibility

Emotional Benefit

Easy to find // Up to 15,000 branches

Unapproachable// Rarely

Friendly // Bright// Crowned

Dark // Few of clients

(18,650)(18,240)

(473) (1,178)

(1,464) (2,227)

(12,397)

Brand Promise• Developing people life quality by providing high quality

products as well as fresh / cleanliness foods

Brand Slogan and TargetCurrent New

Slogan

Best products with respond customer needs

Pleasant meal in everywhere

Target

1. One part of customer’s lifestyle 1. To be no.1 in convenience store business >> by expand branch in several area

2. Building good society in term of social development

2. More popular among customers

3. More lots of variety of products in store

Brand archetype• The Outlaw• Reason : Daily Yamasaki trying to be one important part for serving

good products to customers. They would like customers to feel their place make them feels comfortable and friendly, yet different from other competition stores in Japan. They providing product with fresh bake from their industry with cleanliness and delicious, all product were sell by reasonable price. They also trying to make the innovation in this business sector. Which is match with The Outlaw brand archetype.

How to do new image ?• LOGO • Change logo to be more bright color such as….??

• Renew logo image to be more modern and involved to foods

• BRAND IMAGE • Try to promote business by using more Yamazaki brand ‘s renown

• Let customers know that Daily is under Yamazaki brand, which was trusted and popular among customers

• Organize events, which make people know more about Daily Yamazaki; for example, food contest, baking class operated by Yamazaki or store design contest etc.

• Making effort to promote business by commercial (TV, Magazines etc.)

• STORE ENVIRONMENT• Make it brighter atmosphere in store

• Make store both outside and inside more clear, lively feeling

• OUTFIT DESIGN• More modern, energetic and chic