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The potential of product strategy in the case of Irohas.

Previously, we looked into the case of changing the Price strategy and tried to see the potential of bottled mineral water. Now, let’s see how we can change the product strategy. For example, let’s take a look at the example of the Product and dig deeper. There is water called “Irohas” in Japan. This “Irohas” is actually price, place,  promotion, but it hasn’t changed much here.

About 150 yen, convenience stores are a distribution channel and TV for promotion. This hasn’t changed much. However, only the product has changed.

What is it? Usually, water is the taste of drinking, and you focus on that. But it’s not. Plastic bottles have found value in themselves. It means changing the product.

One of the bottled water products became successful in Japan because the manufacturer focused on throwing the bottled water instead of purchasing it. This product is called “Irohasu”. After you finish drinking Irohasu water, you can throw away plastic bottles so that it is very ecological. The image of water and ecology was matched and it became a big hit. Nowadays, the term SDGs is very popular and the United Nations and other organizations are advocating to think about what to do to protect the earth.

When combined with such a social movement, the intrinsic value of this product can actually be expanded. With just a slight change in the flavor of a regular product, it becomes a big, moving product for consumers.

It’s like this. It is an essential and interesting part of this 4P to think about what kind of market can be newly created by changing one of the 4P. So at first, I told you that when you heard 4P, you thought it was a matter of course. But that’s why it’s universal and timeless, right? Moreover, by changing various things here, new ideas are born, and we can discover the possibilities that our products have never felt before.

Author information:
Nozomu Kubota

Born in New York, the USA, he is the CEO and Founder of Creator’s NEXT, Inc. He graduated from Keio University in Japan with a degree in policy studies, and at the age of 15, he did his first programming development and built user-generated media. He has been invited to speak on digital marketing in Spain, Hong Kong, Singapore, and Luxembourg, and has won many hackathons. He won the Good Design Award, won KVeCS 2018 Grand Finale, and was invited to New York, won IE-KMD MEDIATECH VENTURE DAY TOKYO, and was invited to Spain. In 2019 and 2020, he will be selected from 37,000 people to be the best web analyst in Japan (Best of Best) for two consecutive years. He completed the Global Consumer Intelligence Endowed Chair in Global Consumer Intelligence/Matsuo Laboratory (GCI Winter 2019) at the University of Tokyo’s Graduate School of Engineering, Department of Technology Management and Strategy. He completed the MIT Sloan & MIT CSAIL Artificial Intelligence: Implications for Business Strategy Program at the Massachusetts Institute of Technology.

He has a strong background in implementing scalability in global marketing and has written textbooks on marketing and A/B testing and has spoken and trained in front of over 3,000 marketers. His web analytics tool KOBIT is used by more than 8500 companies in 15 countries.


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