Transfer of Food Business Marketing Knowledge in Asia
Transfers of Marketing Knowledge in Asia By Food Corporations from Japan Abstract Hiroshige Hayashi This paper discusses the transfer of marketing knowledge in Asia relating to consumer food business by three Japanese corporations: AJINOMOTO, EZAKI GLICO and Otsuka Pharmaceutical . Through their respective product offering, these companies each aim to provide consumers with ‘ spiritual value’, promoting it as ‘the joy of enjoying tasty foods with family’, 'the joy of sharing pleasure with someone precious to you’, and ‘the sheer pleasure of doing your body good’. The transfer of consumer marketing knowledge for spiritual value creation by these three corporations will be analyzed through the applications of the marketing transfer model by Hayashi. Key words Marketing transfer model, 4Ps of marketing knowledge, Product/Program/Process/People, Civilization product and culture product, SA transfer and AI transfer 1 Chapter1. Introduction This paper discusses the transfer of marketing knowledge relating to consumer food businesses, with particular attention to AJINOMOTO Co., Inc., EZAKI GLICO Co., Ltd. and Otsuka Pharmaceutical Co., Ltd. Neutraceuticals Division, in the geographical region of ASEAN countries and China. See Exhibit 1. < Exhibit 1> 1.1 AJINOMOTO Co., Inc. Around 80% of AJINOMOTO’s overseas consumer food businesses are concentrated in Asia, mainly in six ASEAN countries – Thailand, Indonesia, Malaysia, Vietnam, the Philippines and Singapore. The local subsidiary in each country has grown to become a general manufacturer of foods in its own right. AJINOMOTO has established its own brands in many product categories, ranging from a global brand of umami seasoning 'AJI-NO-MOTO' to strong local-specific brands, and despite food being generally considered to be the most conservative aspect of the local culture, these brands have taken firm root in each country’s culinary repertoire.
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