Achieving Co-creation with Retailers! "JBP Joint Business Plan" Implementation Seminar to be Held on May 20th by Marketing Research Association Co., Ltd.
Marketing Research Association Co., Ltd. will hold a seminar on May 20, 2026, focusing on the implementation of "JBP (Joint Business Plan)" to foster co-creation with retailers. The seminar, led by a former Kao executive, aims to help manufacturers establish a competitive advantage.
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May 20, 2026 Seminar: How to Proceed with JBP (Joint Business Plan)
In relationships with retailers, which are becoming larger and more concentrated, the key for manufacturers to build a competitive advantage is the "JBP (Joint Business Plan)." However, the current situation is that few companies have been able to implement JBP in a way that leads to mutual benefits and is easily actionable by sales representatives.
In this seminar, a lecturer who actually led JBP with retailers at a daily necessities manufacturer will explain specific concepts and procedures for achieving co-creation, based on their own experience.
What you will learn at the seminar:
- Five perspectives ── Framework of ideas necessary for JBP realization
- How to create a roadmap ── Meticulous plan design to achieve results in the medium term
- Implementation methods by position ── Visualization of who should do what, from staff to managers
Recommended for:
- Sales planning and sales department managers who are formulating collaboration plans with retail companies
- Those who do not know how to involve internal and external parties or the steps to promote inter-company collaboration
- Those who want to review their sales strategy in response to the growing size of the retail industry but have not found a breakthrough
Five themes directly linked to practical work, from goal setting to involving internal and external parties, are systematically organized. This is a practical program backed by on-site experience.
Lecturer: Atsushi Nakayama
Outside Director, Marketing Research Association Co., Ltd.
After joining Kao Corporation, he served as head of the chain store headquarters and sales MK at Kao Group Customer Marketing Co., Ltd. Subsequently, as an executive in the trade marketing division, he consistently oversaw sales organization reform and innovation. After retiring, he was appointed Outside Director of Marketing Research Association Co., Ltd.
Seminar Program:
1. Changes in domestic distribution / What to consider for co-creation between manufacturers and retailers
- (1) Issues occurring / likely to occur for manufacturers due to changes in distribution
- (2) Manufacturer's countermeasures and measures: Considering from a marketing/sales perspective
- (3) Co-creation between manufacturers and retailers:
- Definition and purpose of JBP / Differences from conventional inter-company initiatives
- (4) How manufacturers find significance in conducting JBP?: For the entire sales department / sales representatives / other departments
2. Towards JBP with retailers: Roles by manufacturer sales scale, function, and position
- (1) Establishing JBP criteria and goals:
- Investment criteria for clients and timing to stop / Whether trade balance can be achieved / Definition of initiative level, etc.
- (2) What can and should be done, and who to engage, by manufacturer sales scale and job scope:
- Information gathering and actions for ideal accounts
- (3) Themes and strategies to increase the probability of success (bringing sales), and items to agree upon
- (4) Perspectives necessary for starting at the category level: Changing the perspective of POS analysis / Content of category proposals
- (5) Points for mindset and behavioral change in the sales department
3. Learning from five case studies: Initiative themes, implementation methods, and actual profits
- (1) Setting ESG themes
- ⇒ Developing ESG utilizing the company's strengths / Themes aligned with client's initiative needs
- (2) Utilizing the company's brand value that matches client's policies and characteristics
- ⇒ How to implement customized products,先行発売 products, etc.
- (3) Responding to customer-side costs
- ⇒ Optimizing retailer sales and profits and managing promotional expenses / Sales design that also generates profits for manufacturers
- (4) Optimizing availability
- ⇒ Strategies by location and business format / EC initiatives / Shelf allocation strategy (developing high-value standard sales floors)
- (5) Optimizing communication strategy
- ⇒ Utilizing chain media and digital promotion / Promotion design and strategic thinking
Event Overview:
Date and Time: Wednesday, May 20, 2026, 13:00-17:00
Venue: Vision Center Hamamatsucho 1F, Room 103
Access: https://www.visioncenter.jp/hamamatsucho/access/
Participation Fee: 33,000 yen per person (tax included)
Marketing Research Association
Marketing Research Association Co., Ltd.
Since its establishment in 1960, Marketing Research Association has supported the development of marketing-oriented human resources and organizations, and the creation of systems to remain chosen by customers, focusing on four areas: "Marketing Support," "BtoC Sales Force Enhancement," "Store Sales Force Enhancement," and "BtoB Sales Force Enhancement." We provide support through various methods such as public seminars, in-house training, and consulting. The above seminar can also be conducted as in-house training. Please feel free to contact us.
In relationships with retailers, which are becoming larger and more concentrated, the key for manufacturers to build a competitive advantage is the "JBP (Joint Business Plan)." However, the current situation is that few companies have been able to implement JBP in a way that leads to mutual benefits and is easily actionable by sales representatives.
In this seminar, a lecturer who actually led JBP with retailers at a daily necessities manufacturer will explain specific concepts and procedures for achieving co-creation, based on their own experience.
What you will learn at the seminar:
- Five perspectives ── Framework of ideas necessary for JBP realization
- How to create a roadmap ── Meticulous plan design to achieve results in the medium term
- Implementation methods by position ── Visualization of who should do what, from staff to managers
Recommended for:
- Sales planning and sales department managers who are formulating collaboration plans with retail companies
- Those who do not know how to involve internal and external parties or the steps to promote inter-company collaboration
- Those who want to review their sales strategy in response to the growing size of the retail industry but have not found a breakthrough
Five themes directly linked to practical work, from goal setting to involving internal and external parties, are systematically organized. This is a practical program backed by on-site experience.
Lecturer: Atsushi Nakayama
Outside Director, Marketing Research Association Co., Ltd.
After joining Kao Corporation, he served as head of the chain store headquarters and sales MK at Kao Group Customer Marketing Co., Ltd. Subsequently, as an executive in the trade marketing division, he consistently oversaw sales organization reform and innovation. After retiring, he was appointed Outside Director of Marketing Research Association Co., Ltd.
Seminar Program:
1. Changes in domestic distribution / What to consider for co-creation between manufacturers and retailers
- (1) Issues occurring / likely to occur for manufacturers due to changes in distribution
- (2) Manufacturer's countermeasures and measures: Considering from a marketing/sales perspective
- (3) Co-creation between manufacturers and retailers:
- Definition and purpose of JBP / Differences from conventional inter-company initiatives
- (4) How manufacturers find significance in conducting JBP?: For the entire sales department / sales representatives / other departments
2. Towards JBP with retailers: Roles by manufacturer sales scale, function, and position
- (1) Establishing JBP criteria and goals:
- Investment criteria for clients and timing to stop / Whether trade balance can be achieved / Definition of initiative level, etc.
- (2) What can and should be done, and who to engage, by manufacturer sales scale and job scope:
- Information gathering and actions for ideal accounts
- (3) Themes and strategies to increase the probability of success (bringing sales), and items to agree upon
- (4) Perspectives necessary for starting at the category level: Changing the perspective of POS analysis / Content of category proposals
- (5) Points for mindset and behavioral change in the sales department
3. Learning from five case studies: Initiative themes, implementation methods, and actual profits
- (1) Setting ESG themes
- ⇒ Developing ESG utilizing the company's strengths / Themes aligned with client's initiative needs
- (2) Utilizing the company's brand value that matches client's policies and characteristics
- ⇒ How to implement customized products,先行発売 products, etc.
- (3) Responding to customer-side costs
- ⇒ Optimizing retailer sales and profits and managing promotional expenses / Sales design that also generates profits for manufacturers
- (4) Optimizing availability
- ⇒ Strategies by location and business format / EC initiatives / Shelf allocation strategy (developing high-value standard sales floors)
- (5) Optimizing communication strategy
- ⇒ Utilizing chain media and digital promotion / Promotion design and strategic thinking
Event Overview:
Date and Time: Wednesday, May 20, 2026, 13:00-17:00
Venue: Vision Center Hamamatsucho 1F, Room 103
Access: https://www.visioncenter.jp/hamamatsucho/access/
Participation Fee: 33,000 yen per person (tax included)
Marketing Research Association
Marketing Research Association Co., Ltd.
Since its establishment in 1960, Marketing Research Association has supported the development of marketing-oriented human resources and organizations, and the creation of systems to remain chosen by customers, focusing on four areas: "Marketing Support," "BtoC Sales Force Enhancement," "Store Sales Force Enhancement," and "BtoB Sales Force Enhancement." We provide support through various methods such as public seminars, in-house training, and consulting. The above seminar can also be conducted as in-house training. Please feel free to contact us.