The business environments in which our clients operate are becoming more complex than ever before. This requires us to seek out the requisite factors to grow their businesses.
We believe this process begins with excavating the fundamental issues involved as a basis for determining the path to an optimal solution. We examine Tokyu Agency’s comprehensive database containing the behavior patterns of our consumers and use our findings to identify the latest social trends. We then apply our original facilitation techniques to discuss and define brand strategies and/or procedures for business innovation with our clients. These strategies are then implemented at various consumer contact points and points of purchase. We consider it our role to provide consultations that lead to optimal solutions, based on our Inspiring Idea concept.
Tokyu Agency conducts comprehensive branding services that play the invaluable role of enhancing clients’ brand value.
Quick Brand Report (QBR) ― a method of assessing a brand’s condition based on a theory developed by Professor Kevin Lane Keller（※）
Developed by Professor Keller of Dartmouth University, the most highly reputed scholar in the field of brand theory, QBR takes a visual approach to identifying consumers’ perception of brands. It is employed to analyze the specific conditions of a brand in order to identify its strengths and weaknesses and the areas in which it requires support.
（※）Brand Management Theory by Professor Kevin Lane Keller
To further our understanding of brand management from the consumers’ viewpoint, Tokyu Agency signed a consultation agreement with Professor Keller of Dartmouth University. The most prominent scholar in the field of brand theory, Professor Keller is widely recognized for his work in systematizing consumer-based brand equity theory. We have published his book Strategic Brand Management.
V-WAYS® for building brand vision and strategy
We work with clients to diagnose the condition of their brand and develop the most promising path for its future. We employ a special discussion process called V-WAYS® to ascertain the brand vision and propose a strategy for fostering the brand. The term V-WAYS® refers to the clients’ “vision”, our role of enhancing its “value” and creation of a path to “victory.” We design an appropriate discussion process to respond to corporate and brand issues and achieve the best possible outcome. We then conduct further discussions with the client to find optimal solutions to the issues concerned. These solutions are reflected in brand development and/or internal branding measures that lead to positive business results.
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Tokyu Agency adopts the consumer’s perspective by employing the term Kaiba to describe a point of purchase. The Kaiba is the final stage in corporate brand marketing, which is conducted to maximize the chances of brand selection by consumers at this contact point. We examine QPR™ data (data on consumer purchases) from various perspectives and use the results to grasp and analyze consumers’ actual purchasing behavior and psychology, including brand switching at the store shelf, to engender optimal marketing and promotion measures and media strategies that draw consumers to the Kaiba. Our marketing department works closely with cross media and other planning departments to construct actual programs in response to clients’ requests. We adhere to the PDCA cycle in our planning with the objective of achieving success with precision, including provision of optimal support for merchandisers at retail outlets.
QPR™ , a form of consumer purchasing data developed by Tokyu Agency in 1987, was the first data available to reveal Japanese consumers’ actual behavior at the store. Beginning in 2011, we have assigned the operation of QPR™ to M-CUBE and Associates with the aim of expanding application of the service further.
Accumulated over many years, our extensive expertise in data analysis enhances our ability to move quickly to construct strategies and plans that result in future purchasing. QPR™ serves as single source data for this purpose. Besides purchasing data, QPR™ includes demographic data and information concerning lifestyles, media access and brand evaluations. It enables us to combine all this data to attain accurate brand strategies.
QPR™
QPR™ stands for “Quick Purchase Report,” a consumer product purchasing survey conducted daily by 30,000 registered monitors nationwide using portable barcode scanners. Monitors participate in online surveys, informing us why they decided to purchase a product, their impression of it and the degree of satisfaction they receive from using it.* In other words, QPR™ has a unique ability to provide a grasp of consumers’ purchasing behavior and their attitudes toward brands.
*The online survey is conducted in a manner that avoids influencing the purchasing data.
About QPR™ (single source data)
Tokyu Agency conducts original surveys targeting its QPR™ monitors’ lifestyles, media access and brand evaluations. Linking this data with purchasing data helps us conduct analyses from various viewpoints. This, in turn, helps us in making appropriate proposals to our clients.
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With the speed of change in businesses’ operating environments accelerating, the obstacles to growth are becoming increasingly complex and requiring more sophisticated solutions.
Tokyu Agency’s project managers and professional staff form flexible teams to respond to the issues facing clients by designing and implementing detailed plans for operational innovations to solve them.
Our support for operational innovations covers a wide range. It includes product or brand development based on consumers’ actual purchasing behavior; constructing hybrid media channel strategies and designing Kaiba by combining conventional and online media; establishing integrated content control systems for information distribution; and identifying and disseminating corporate and business concepts that form the backbone for all business activities.
Optimizing use of our extensive expertise, we support clients in various ways, from providing consultations on development of strategies to attract consumers to implementing and reviewing effective measures to improve operations. Through these and other efforts, we initiate innovations that lead to unprecedented business results.
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