Akamon Management Review
Online ISSN : 1347-4448
Print ISSN : 1348-5504
ISSN-L : 1347-4448
Search
Advanced search
OR
Browse
Search
Volume 3, Issue 5
Displaying 1-3 of 3 articles from this issue
Show all abstracts
    • |<
    • <
    • 1
    • >
    • >|
Series
Research Note
  • Marumitsu Co. Ltd.
    Brand strategy of a medium-sized shoe manufacturer
    Eijiro Igari, Nobuyuki Inamizu
    2004 Volume 3 Issue 5 Pages 217-242
    Published: May 25, 2004
    Released on J-STAGE: March 18, 2018
    DOIhttps://doi.org/10.14955/amr.030502
    JOURNAL FREE ACCESS
    Show abstractHide abstract

    Marumitsu Co. Ltd., a medium-sized shoe manufacturer, served as an original equipment manufacturer for a major shoe manufacturer until launching their Negroni brand in 2000. However, because it was a small-scale operation, the company was unable to make large investments in marketing. Nevertheless, by creating a car named the “Negroni Spider” and using it in advertising, utilizing powerful planning techniques, such as developing a unique system called “Color Order,” and hosting events at department stores, Marumitsu succeeded in effectively establishing their own brand. Marumitsu’s strategy of skillful collaboration with other companies is a factor underpinning their success. This paper describes the process used by Marumitsu to launch their brand.

    View full abstract
    Download PDF (749K)
Asian Automobile Industry Workshop Report
    • |<
    • <
    • 1
    • >
    • >|
feedback
 Top