Launch of Integrated Marketing Support from Brand Strategy to Execution, Starting with Behavioral Change

DNP (Dai Nippon Printing Co., Ltd.) (Headquarters: Tokyo, President: Yoshinari Kitajima) is launching a new marketing approach, "Activation Planning TM," which consistently supports marketing from brand strategy planning to communication measure design, execution, and effect verification, starting from the consumer's behavioral change. This initiative is being developed in collaboration with Brandism Co., Ltd., which specializes in supporting long-term business growth through brand marketing. By combining Brandism's strengths in brand strategy planning, survey design/analysis, and concept development with DNP's knowledge of behavioral design, we redefine brand value through measure execution. Furthermore, by reconsidering the conventional approach of strategy design based on data utilization and designing new KPIs that decompose and visualize sales components, we clarify the relationship between brand strategy and sales. This allows us to redefine segments, targets, and positioning, and incorporate "mechanisms that encourage behavior" that capture the essence of behavioral barriers in strategy-based measures. Through this approach, DNP will provide partnership support that encourages consumer behavioral change with higher accuracy and achieves sales expansion through strategy execution. ## **Key Points of "Activation Planning"** ### ○ New Marketing Support Based on Behavioral Change "Activation Planning" is an integrated marketing approach designed starting with "Who to move, and how." It supports various themes for business growth, such as acquiring new customers, revitalizing existing customers, and redefining brands. ### ○ Consistent Support from Brand Strategy to Measure Implementation and Verification Starting with the analysis of consumer behavioral data and insights (deep understanding/comprehension), we comprehensively plan the redefinition of product/service positioning and target (WHO), the design of value proposition and brand concept (WHAT), and the design of communication measures, sales floor experiences, and overall touchpoints with consumers (HOW). Aiming to improve brand value through long-term consumer behavioral change, we provide consistent support from marketing strategy formulation to in-store measures, promotional materials, and the implementation and verification of measures utilizing digital media. ## **Purpose of Developing "Activation Planning"** As touchpoints between companies and consumers diversify across advertising, EC (e-commerce), SNS, and physical stores, corporate marketing measures are optimized individually and becoming complex, making overall consistency and effectiveness difficult to see. Furthermore, there is a gap between marketing strategy design and actual field execution/verification, and connecting to behavioral change is a major challenge. To solve these challenges, DNP will collaborate with Brandism, which has strengths in brand strategy, to develop "Activation Planning," which integrates strategy and execution, as a new marketing approach. ## **Case Study: Support for Fujicco Co., Ltd.'s Bean Business** This time, DNP provided marketing support for Fujicco's core bean business, aiming to rebuild each brand's strategy/positioning and redesign business processes. Based on the concept of "Activation Planning," we organized and visualized data for each measure and collected/analyzed consumer behavioral history for data-driven management. Keywords: Marketing, Activation Planning, Brand Strategy, Behavioral Change, Communication, Collaboration, Behavioral Design