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00:00Hello.
00:02Nice to meet you.
00:04Nice to meet you, too.
00:06These four are the main characters of the day.
00:11Actually, they are...
00:13Professionals of marketing who worked for the same company and then became independent.
00:19P&G, which has been world-renowned for its marketing skills, has polished its skills.
00:26In the basic tree, the consumer is the boss.
00:29Who, what, how.
00:32Everyone has a winning pattern.
00:36Businesspersons who fight every day.
00:40Under one common point.
00:43Surrounding the chimney.
00:47Spread out in a world of three meters in diameter.
00:52The true story.
00:55What lies ahead?
00:57The present of Japan?
00:59Or...
01:03Contact with Entac Confidential.
01:12Nice to meet you, Entac Confidential.
01:15Nice to meet you.
01:17What is P&G?
01:21I know the name, but I don't know what kind of company it is.
01:25It was founded in 1837.
01:28It was founded in the United States.
01:30Before the Civil War?
01:31That's right.
01:32As the largest consumer manufacturer in the world, it has a business in more than 180 countries.
01:36That's amazing.
01:37It is a company that promotes business with a consistent marketing method and a marketer guidance.
01:45While the consumer values are diversified, the company is also focusing on marketing.
01:53There are various points in the mechanism for selling goods and services, such as customer analysis, product development, and promotion.
02:02In the meantime, P&G has sent out a number of hit products worldwide with its own marketing method.
02:14P&G has a way of marketing that is common to all.
02:21This time, we're going to learn how to do it.
02:25Kojima-san, you don't have to make that face.
02:28It's going to be useful.
02:30You may be able to market yourself.
02:32Today's guests are MENMEN, who founded a company specializing in marketing after P&G became independent.
02:38Nice to meet you.
02:42First of all, Takashi Wasa, who continued last week.
02:49When he joined P&G Japan in 1990, he increased the sales of Fabreeze, Joy, and SK-II.
02:57He was also the top general manager in the skincare department.
03:03Then he joined Coca-Cola.
03:08He led the company's first alcohol drink, Lemon Dough, to a big hit.
03:14He is also known as the successor of the hit.
03:19Mr. Wasa, how long have you been with P&G?
03:22It's been 18 years since 1990.
03:2418 years.
03:25In about three years, I'll move on to the next company.
03:28So, in the next three years, I want you to leave your DNA in this brand.
03:36I don't think there will be a fourth year.
03:38You want to make it big.
03:39Yes.
03:40Next, we have Yukako Hidaka.
03:42Nice to meet you.
03:46Yukako Hidaka joined P&G in 1998.
03:49She is in charge of marketing of skincare products such as SK-II.
03:56After that, she moved to the media department.
03:58She led the media strategy of all brands in Japan.
04:04I looked up the image of a talent and thought,
04:06I want to use this person.
04:08I thought about how to increase the reach.
04:11I thought, I don't think I need two commercials in this frame.
04:16I did a lot of things like that.
04:20We may have been judged.
04:22It's scary.
04:23I think you have a lot of scary data.
04:26Next, we have Mr. Tasuku Cho, who has been in the company for 18 years.
04:34After working as an executive in P&G Japan,
04:38he became the CEO of a company called M-Force.
04:41He supports many companies with his own marketing methods.
04:47I have a lot of experience in various brands,
04:52starting with Pampers,
04:54and in the end, I was in charge of home appliances business.
05:00Mr. Cho has a rare career in P&G.
05:05He was originally a researcher in the development department,
05:08but he moved to the marketing department because he wanted to.
05:12Is it something that can be transferred?
05:15It wasn't easy.
05:18I transferred when I was 29 or 30,
05:21but I was able to do it again with a group of 22-year-old new employees.
05:27You had to be prepared.
05:31And the fourth person is Mr. Naoko Nakano.
05:37When he joined the company in 2007, he was in charge of Vidal Satsun and Max Factor.
05:45After that, he moved to USJ,
05:48where he worked as a P&G marketer,
05:51and he worked under Mr. Tsuyoshi Morioka.
05:56After becoming independent, he started a company that supports product development and branding,
06:01and now he works with 16 companies.
06:06How long have you been in P&G?
06:08I've been here for about 5 years.
06:12It was the time when Japan and Asia were at the center,
06:18so I had a lot of fun in both Japan and Singapore.
06:23Do you know each other?
06:25Yes, we all know each other.
06:28What about you?
06:29She's my first boss.
06:31What about you?
06:32Me too.
06:35P&G
06:37First, we asked her to describe the strength of P&G in one word.
06:44Ms. Nakano.
06:45Yes.
06:46Please.
06:47This is it.
06:48Yes.
06:49Leadership.
06:50Leadership.
06:51Yes.
06:52What does this mean?
06:53In general, when I say I'm a marketing company,
06:58I get a lot of questions about research and promotion,
07:02and they're all correct,
07:04but the definition of P&G is a little different.
07:07It's more like a business,
07:09and in order to make a system that sells well,
07:12from the initial business strategy to concept making,
07:15product development, promotion, and sales strategy,
07:19I do all of these.
07:21I'm a 22-year-old project leader.
07:25A new graduate?
07:26That's right.
07:27You're a leader all of a sudden.
07:29It's scary.
07:30She's not holding back.
07:32That's right.
07:33I've taken on a lot of responsibility,
07:36and it's not that I'm raising people,
07:38but leadership is the strength of P&G's marketing.
07:46Ms. Nakano says she can't forget a phrase
07:49that her boss told her as soon as she joined the company.
07:54At the time, even though the Indian president was excited,
08:00we were hoping that everyone would quit as soon as possible.
08:05There are a lot of P&G marketers,
08:07and there are a lot of people in the world
08:10who are active in various large companies.
08:13If you learn marketing here as soon as possible
08:16and get active in various places,
08:19the value of the brand will go up,
08:22and the return to P&G will come back.
08:26But from your boss's point of view,
08:28wouldn't you be able to quit as soon as possible?
08:31It's a balance.
08:32I want them to raise me,
08:34but if the people below me don't quit,
08:37the number of brands will not increase forever.
08:41That's right.
08:42In order to pave the way for my juniors,
08:44I need to put more effort into my marketing
08:46so that I can get more pay.
08:48That's how I think.
08:51Next, let's look at the strengths of P&G that Mr. Cho thinks of.
08:56I think of this.
08:58It's hard.
08:59It's hard.
09:00Since I was 30 years old,
09:04I've been thinking about how to make it more efficient.
09:07I've been thinking about how to make it more efficient.
09:09I've been thinking about how to make it more efficient.
09:12When everyone is working,
09:14everyone thinks the same way.
09:17Everyone has a winning pattern for each task.
09:23That's why we have a common language,
09:26and the project progresses quickly.
09:28Everyone has a right understanding.
09:31You can talk about strategy from the first day.
09:35Everyone has a winning pattern.
09:40If the model is fixed,
09:42of course, it's a strong one along the flow.
09:45If it's something that doesn't fit,
09:47or if there's an uncertainty,
09:48wouldn't it be difficult to respond?
09:50Even if it's a model, it's not a manual.
09:52When you make a decision,
09:54you have to think about the customer.
09:56That's the principle.
09:58If the customer doesn't like it,
10:00or if the sales aren't good,
10:03then how do you make a hypothesis?
10:06How do you think about the answer?
10:09It's a model in the sense of an approach.
10:13Ms. Hidaka also says that
10:15the details of the format are the key.
10:20There's a framework for thinking,
10:23so if you go along with it,
10:27you can learn a certain amount at first.
10:30I think it's very efficient.
10:32I call it a memo.
10:36When you write a sentence,
10:37what do you write first?
10:39Of course, there's the title,
10:41there's the background,
10:43and there's something you want to propose on top of that background.
10:46There's a basis,
10:48and there's a risk to that basis.
10:50Based on that risk,
10:52what are you going to do next?
10:54You have to think about all of these elements,
10:57but you put them all on one page.
11:01You don't write it in a sloppy way,
11:04but you make it simple and easy to understand.
11:07Can't you do it well from the beginning?
11:09Of course.
11:11The first memo I wrote,
11:14Mr. Wasa gave it back to me about 20 times.
11:18It broke my heart,
11:20but in the end,
11:21I thought,
11:22maybe my name is the only original.
11:25The strengths of P&G that Mr. Wasa thinks of are
11:29problem-solving ability
11:31and up or out.
11:35First of all, it's problem-solving ability.
11:37You know why the company pays you?
11:41They hire you to solve the problem.
11:44So don't bring the problem.
11:46You bring the solution.
11:50That's the most important thing.
11:53Put it in your head.
11:54Is there anything you hide until you solve the problem?
11:59No, no.
12:01You'll get in trouble.
12:04If you can't solve the problem,
12:07you can't report it right away.
12:10If you know you can't solve it,
12:12reporting is the shortest way to solve the problem.
12:16Why don't you do that?
12:18If you can't do it, report it.
12:20Yes.
12:21Another one is
12:22P&G's marketing headquarter is
12:24up or out.
12:26What does it mean?
12:27Do you promote it or leave the marketing department?
12:32We started with a brand assistant without a chair.
12:36A chair?
12:37A chair?
12:38A chair?
12:39A chair.
12:40A simple chair.
12:42I was surprised.
12:43I thought there was no seat.
12:44After 2 or 3 years of analysis and notes,
12:47you can promote the customer.
12:49When you can understand the customer,
12:51you promote.
12:52Then, you get a title.
12:54It's called assistant brand manager.
12:57Whether you can be that title or not.
12:59Not everyone can be that title.
13:01I was a small president of a company as a brand manager.
13:04I was the leader of a brand.
13:06I had a subordinate.
13:08It took me 4 years to become a brand manager.
13:10It took me 5 years.
13:11I was 6 years late.
13:13If I couldn't become a brand manager at that age,
13:15I thought it was impossible.
13:18You had to become a brand manager
13:21until you were 30 years old.
13:23That's right.
13:24In other Japanese companies,
13:27if you can't become a brand manager,
13:29you have to become a subordinate.
13:31If you can't become a brand manager,
13:33you have to become a subordinate.
13:35If you can't become a brand manager,
13:37you have to become a subordinate.
13:39That's the culture.
13:40The battle is already going on.
13:42That's right.
13:43Now, let's talk about
13:45the usual talk.
13:49You are all from the same company, P&G.
13:54Let's talk about the same company.
13:57There are many companies.
13:59The most famous company in the entertainment industry is
14:02Horikoshi High School.
14:04Horikoshi High School is actually
14:06one of the most strict high schools in Tokyo.
14:10It's a very strict school.
14:13It's strict.
14:14One of the most famous rules is that you can't fall in love.
14:16Even now?
14:17Even now.
14:18If you fall in love,
14:19you have to drop out of school.
14:22What surprised me the most is that
14:24when you drop out of school,
14:26you have to bow to the successor.
14:30Even now?
14:31Even now.
14:33It's like a shrine.
14:37I'm glad I was a little off.
14:39Let's move on to the next topic.
14:41After understanding P&G's mindset,
14:43I'd like to introduce each of you
14:46to the specific marketing technique.
14:50Let's start with Nakano.
14:51First of all,
14:52consumer is boss.
14:55Consumize?
14:56What is it?
14:57What is it?
14:59Consumer is boss.
15:01The consumer is the boss.
15:03It's not the boss, it's the customer.
15:05Yes.
15:06This is the cornerstone of decision-making.
15:09That's the basic principle of P&G.
15:13When I work at a lot of companies,
15:15it's decided by the president.
15:17Or it's decided by someone.
15:20I don't know why it's like this.
15:23But no matter what position you're in,
15:26it's clear that this decision was made
15:29because this target was happy.
15:33It's easy for the team to come to an agreement.
15:36And the discussion can be very constructive.
15:39When I asked who prioritizes what I said,
15:42the consumer thought like this.
15:44Because the consumer said this,
15:45this is the priority.
15:47The position doesn't matter at all.
15:49Let's make this idea easy to understand.
15:53Today, Nakano prepared a task for you two.
15:57What is it?
15:58Please think of a birthday present
16:01that this woman will be happy with.
16:05Who is this person?
16:07This is a company that has a large number of members.
16:10Check out the tele-conference of Entaku Confidential's
16:14exclusive original content.
16:18It's like a heat protein prescription.
16:21For example, the whole country is crying.
16:24That's also RTP.
16:25It smells really good.
16:26It's amazing.
16:30The way of thinking is that
16:32the consumer is more important than anything else.
16:37Here is the task to understand this deeply.
16:40It is to think of a present that a woman will be happy with.
16:47Let's start with Mr. Izawa.
16:48Yes, here.
16:49Active travel.
16:51It's a trip where you can go into nature
16:54and have a little recreation.
16:58On the other hand, Mr. Kojima?
17:00Yes, please.
17:01It's a bath bomb.
17:03I don't know who this person is.
17:06If it's a bath bomb, I think people who are close or far away
17:11will be happy with it.
17:14To see this change,
17:16for example, imagine a lover or a wife.
17:21Next is the present.
17:22On the contrary, I might have been on that premise.
17:27Even though I'm only called this woman,
17:29I don't give birthday presents to many people,
17:32so if I give a birthday present,
17:34it means I'm very close to her.
17:36It was the opposite of Mr. Kojima.
17:38That's true. It's completely different.
17:42Yes, the point is that the more specific the target is,
17:45the clearer the present will be.
17:51I recently gave her this.
17:53Luxury coat.
17:56My wife is not very materialistic,
17:59but she said she was curious about this coat.
18:03So I said, let's buy it.
18:05It's her birthday.
18:06She told you.
18:07I didn't buy it, but I liked it.
18:10So I said, let's buy it.
18:11That's a good story.
18:12Yes, it is.
18:13I have this.
18:15It's very specific.
18:16It's a fire extinguisher.
18:17I think being together is the element of a lover.
18:21I wanted to tell you that
18:23when I first thought of women,
18:27I couldn't think of anyone.
18:29But when I think of a specific person,
18:32I get inspired.
18:33When I look at various brands,
18:35I think of women in their 30s.
18:38It's a complicated way of thinking.
18:41Yes, it is.
18:42I can't think of anyone
18:45if the team is completely different.
18:47I can't think of what to do.
18:49First of all,
18:50I think the starting point is to unify the brands
18:54to make people happy.
18:56It's not just about understanding.
19:00It's about what you think deep inside.
19:03It's called a hidden insight.
19:06It's about where you really think you are.
19:09Maybe there's a thread to solving the problem there.
19:13It's weird to look at it from an angle,
19:17but it's important to understand what you're saying.
19:23The business results have changed a lot.
19:27For example, if you give your wife a bath bomb as a birthday present,
19:31will she be happy?
19:33How would you react?
19:34I think she'll be happy.
19:36She's a wonderful person.
19:38I don't think she'll say,
19:40what is this bath bomb?
19:42I think high-end coats these days are very popular.
19:47When you run a project and think about what value you want to give,
19:53you don't have to imagine the other person.
19:55Basically, what you've made doesn't sell.
20:00It's like a blueprint,
20:02so I think it's very important to think about it carefully.
20:06Don't you have any ideas to make customers happy?
20:10I think it's better to make it as sharp as possible.
20:12I even gave her a name.
20:14Even a name?
20:18I was one of the two people who couldn't get the 850 TOEIC score.
20:24Anyway, I was struggling to keep up with the crisis.
20:28Don't you have any ideas to make customers happy?
20:32I think it's better to make it as sharp as possible.
20:34I even gave her a name.
20:36Even a name?
20:38I gave her a name like,
20:40what kind of dog is this?
20:42Do you have pets?
20:44What do you do on your day off?
20:46I even gave her a name like that.
20:48I put her name on the team.
20:50I told her, Arielle is this person's target.
20:52Gold is this person's target.
20:54Do you make it that way?
20:56I made it that sharp so that everyone can see it and do what they want to do.
20:59You are a professional designer.
21:01It's like a blueprint, so it's very important to think about it carefully.
21:13The heated discussion continues with Teletubbies.
21:19T&G's marketing team is excited.
21:23There is a reason to buy, not a function or component. If you understand this, you can create a very strong value.
21:33Now, it's a real battle. Create a hit while the rivals are struggling.
21:38What kind of vision do you have and how much do you want to sell? If you set it up properly, you can come up with a strategy of what kind of strategy is necessary.
21:51And Mr. Kojima is awake.
21:55The strategy is...
22:02The marketing team is excited. It will be broadcast on Teletubbies.
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22:35Mayama Jin's economic news program, Breakthrough, is broadcast on Teletubbies TVer.
22:41Mayama Jin's economic news program, Breakthrough, is broadcast on Teletubbies TVer.
22:47Mayama Jin's economic news program, Breakthrough, is broadcast on Teletubbies TVer.
22:53Mayama Jin's economic news program, Breakthrough, is broadcast on Teletubbies TVer.
22:59Mayama Jin's economic news program, Breakthrough, is broadcast on Teletubbies TVer.
23:03Mayama Jin's economic news program, Breakthrough, is broadcast on Teletubbies TVer.
23:08Mayama Jin's economic news program, Breakthrough, is broadcast on Teletubbies TVer.
23:12Mayama Jin's economic news program, Breakthrough, is broadcast on Teletubbies TVer.
23:20Mayama Jin's economic news program, Breakthrough, is broadcast on Teletubbies TVer.
23:28Mayama Jin's economic news program, Breakthrough, is broadcast on Teletubbies TVer.
23:33Mayama Jin's economic news program, Breakthrough, is broadcast on Teletubbies TVer.
23:39Mayama Jin's economic news program, Breakthrough, is broadcast on Teletubbies TVer.