Abstract
Japanese brewing companies have historically engaged in approaches targeting mass audiences both through sales activities and large-scale advertising using the mass media These have been effective in increasing demand for alcoholic products. In recent years, however, mass marketing by the brewing industry, particularly traditional advertising through the mass media, has taken on a new dimension. Currently, we are witnessing tremendous changes in the market, such as severe price wars, as a result of globalization, a deflationary domestic economy, more diverse client preferences, and consumer buying behavior. This study thus reviews the changing marketing environment in the Japanese brewing industry and introduces the latest marketing case studies of domestic brewing companies which use social media. In addition, it discusses the state of social media marketing by classifying 7 types of social media strategies - Listening, Communication, Public Relations, Activation, Supporting, Promotion, Embracing - adopted by each company.
