Kirin Holdings Co. Ltd. · TSE:2503
Kirin — Investor Presentation (April 2018)
22 slides from Kirin's investor presentation, Apr 2, 2018
Slide 1: Kirin Digital Marketing
Kirin Digital Marketing April 2, 2018 Kirin Holdings Company, Limited
Slide 2: Contents
Contents (1)Kirinʼs digital marketing initiatives (2)Improving marketing ROI through digital ① Integrated communication design ② Kirin DMP ③ Brand PDCA © Kirin Holdings Company, Limited 1
Slide 3: Kirin's digital marketing initiatives
Kirinʼs digital marketing initiatives © Kirin Holdings Company, Limited 2
Slide 4: Consumer data
Kirin's digital marketing initiatives Technological advancement has shifted focus from media initiatives to initiatives using consumer data Focus on New digital media as place/function Digital brings focus on Consumer data © Kirin Holdings Company, Limited 3
Slide 5: Kirin's digital marketing initiatives
Kirin's digital marketing initiatives Marketing using digital media Marketing using consumer data Listing ad/video ads etc. Integrated application of New ways of using digital consumer behavior and media awareness into marketing Focus on digital ”media” Focus on consumer “data” captured through digi
Slide 6: Leveraging consumer data to get involved after purchase/consumption
Kirin's digital marketing initiatives Leveraging consumer data will allow us to get involved in consumerʼs behavior and awareness after purchase/consumption Potential Awareness/ Interest Compare/ Recommend Purchase Consum- Repeat consumer branding consider to others ption © Kirin Holdings Company, L
Slide 7: Improving marketing ROI through digital
Improving marketing ROI through digital ① Integrated communication design ② Kirin DMP ③ Brand PDCA © Kirin Holdings Company, Limited 6
Slide 8: Integrated communication design: mass/real/digital and POE
Initiative for boosting marketing ROI ①Integrated communication design Communication design by combining mass/real/digital and POE Mass Real Digital Off-premise channel Digital ad Paid TV, Radio, Newspaper, On-premise channel (including SNS) media OOH Magazine, Transit 3 rd party EC PR event Product
Slide 9: Integrated communication design before and after purchase
Initiative for boosting marketing ROI ①Integrated communication design Design and execute communication that covers timings before and after purchase/consumption. Use digital to approach behavior post-purchase/post-consumption Consumer Consumer is aware of/interested in Consumer purchases/consumes C
Slide 10: Digital Marketing Dept. working within brand teams
Initiative for boosting marketing ROI ①Integrated communication design Digital Marketing Dept. members are working as a member of each brand team to design integrated communication for each product Mktg. Dpt. Brand A Mgr. Mktg. Dpt. Brand B Mgr. Mktg. Dpt. Brand C Mgr. Dig. Mkt. Dept. Dig. Mkt. Dept
Slide 11: Improving marketing ROI through digital
Improving marketing ROI through digital ① Integrated communication design ② Kirin DMP ③ Brand PDCA © Kirin Holdings Company, Limited 10
Slide 12: Using Kirin DMP
Initiative for boosting marketing ROI ②Using Kirin DMP Use data to design communication that aligns with consumer characteristics Kirin manager Corporate site Analyst Dashboard Member site Kirin data Mail magazine Consumer LPO EC E-mail Campaign CCCM Post Cross on Channel SNS Campaign ・・・ Management
Slide 13: Integrating consumer data across businesses as Kirin DMP
Initiative for boosting marketing ROI ②Using Kirin DMP Integrate consumer data across businesses and use this as the Kirin DMP Before Kirin DMP Accumulated data that can Data accumulated by be used by the whole group businesses/brands * Centralize consumer into just 1 ID Kirin Brewery Kirin Beverage
Slide 14: Connecting consumer touch points with consumer data
Initiative for boosting marketing ROI ②Using Kirin DMP Use consumer data to connect consumer touch points so that we can deliver the best contents at the best timing for the consumer © Kirin Holdings Company, Limited 13
Slide 15: Developing environment centered on the KIRIN app
Initiative for boosting marketing ROI ②Using Kirin DMP Currently developing an environment to seamlessly connect with consumers with the KIRIN app as its central pillar [Social Media] Post Share View Subscribe [KIRIN Site] [Mail Magazine] [App] Purchase Visit Register [Product] [Store] Participate ©
Slide 16: Long-term relationships and cross-sell/up-sell
Initiative for boosting marketing ROI ②Using Kirin DMP Long-term relationship built around contents/services/products that tailor to the consumer Cross-sell/Up-sell Retirement Family Marriage Employment Student Child Life/Time © Kirin Holdings Company, Limited 15
Slide 17: Improving marketing ROI through digital
Improving marketing ROI through digital ① Integrated communication design ② Kirin DMP ③ Brand PDCA © Kirin Holdings Company, Limited 16
Slide 18: Brand PDCA: Kirin Chu-Hi Hyoketsu
Initiative for boosting marketing ROI ③Brand PDCA ＜Case: Kirin Chu-Hi Hyoketsu＞ Transit TVCM WEB Campaign video Event SNS © Kirin Holdings Company, Limited 17
Slide 19: Digital ad integrated management system
Initiative for boosting marketing ROI ③Brand PDCA Established a digital ad integrated management system to enable initiatives across multiple brands Mktg. Dept. Brand A Mgr. Mktg. Dept. Brand B Mgr. Mktg. Dept. Brand C Mgr. Dig. Mkt. Dept. Dig. Mkt. Dept. Dig. Mkt. Dept. Brand A Mgr. Brand B Mgr. Br
Slide 20: Improve ROI in marketing investment (Summary)
Initiative for boosting marketing ROI (Summary) Use consumer data for… • Integrated communication Mass/real/digital x POE before and after purchase/consumption • Using Kirin DMP Build direct relationships with consumers mainly around owned media • Brand PDCA Visualize brand lift and identify f
Slide 21: Challenges Going Forward: Create value through real x digital
Challenges Going Forward In addition to improving marketing ROI on mass x digital, Create value through real x digital (1) Create value through real touch points in owned media Focus on consumers visiting real touch points operated by Kirin such as Factory, Kirin City, SVB, events, concept shops and
Slide 22: KIRIN
KIRIN TRADD) RHEL ASVSZCLE, [HABROBREB) PSTPSELILTWS.
Kirin Holdings Company — Investor Presentation (April 2018) on 6ix