Page 34 - ELITE PLUS MAGAZINE VOL2

“Now, we just stick to our game. We play our game while our competitors play theirs.”opened a new business, Ichitan Group, which sells similar beverages that compete directly with Oishi green teas. The intensity of competition between the two companies has only grown. Some consumers, especially fans of Oishi products, were left confused.“We admit that our Oishi brand was affected by that,” Mr Marut said. “At first we didn’t understand how to use a unique identity to promote new products.”The Oishi Group adjusted and developed a clearer branding strategy. “Now, we just stick to our game. We play our game while our competitors play theirs. The rule is that we won’t jump into their game. If you play others’ games with them, you end up being a follower, not a leader.”Oishi’s game is pursuing its own brand and individual character. “Oishi has a clear and distinguished brand image. Oishi products reflect the character of Japan, Japaneseness and Japan’s standards of quality. We want customers, when they think of Oishi, to think of Japan: high quality, youthful energy and modern lifestyle. We don’t want them to see a particular individual’s face. We want them to see Oishi as a good product. That, for me, is a sustainable brand image.“A brand image is strong and sustainable when companies are honest, accountable, produce products that are high in quality and are sincere in contributing to society.”Product identity will be further strengthened by development and innovation. “Our products must connote a high standard. We won’t let defective goods be sold. We won’t compromise our high quality.”On the product innovation front, the group is developing new products such as herbal tea, milk tea with banana flavour and milk green tea to respond to consumers’ needs. “There are occasions in the morning when32 Elite+