Business Development Case Study: SAKENOMism
Project Background
SAKENOMism started their business in 2020. They wanted to bring sake not as a 'A special Japanese drink which can be found only at a Japanese restaurant' but as one of the most popular and widely available drinks in Benelux, like wine.
What I did
I conducted a market research and found out that there are many people who are interested in sake but they don't know how to find the best one for them. Also they have misunderstandings of sake such as sake is spirits and should be always warmed. Also a word of mouth has a big power in Benelux and sake can be a winner if people learn more about sake and share it with their family and friends. Therefore I worked on the following tings:
- Developed a brand strategy and identified a mission, 'Make sake one of the most popular and widely available drinks in Benelux'
- Developed how to approach targets who don't have much knowledge of sake: Selecting an event to join and organising a workshop to both B2B and B2C so that we can increase physical and mental availabilities of sake. I explain sake not like 'special Japanese culture with kimono' but 'a drink enhancing your gastronomic experience with a shirt'.
- Created marketing materials such as a sake description card, a POP, a brochure, social media contents, email marketing contents and so on.
Sake card
I directed and developed copy and design of the sake card which helps a purchaser fully enjoy sake at home, including its story, the optimal temperature and a food pairing.
Sake brochure
I directed and developed copy, design and images - everything! It introduces sake in a way wine lovers can easily find the best sake for them. Please check here for the full contents.
Result
- Won the subsidy from the National Tax Agency in Japan in 2022
- Presented marketing analysis, market insight and strategy of Japanese products in Europe to Diet members of Japanese government in September 2022
- Joined the big three trade fairs in Benelux, Horecava, Horeca Expo, Expo Gast and got over 1000 contacts in 2022
- Made contracts with 20 restaurants and bars in a year
- Assigned as a Japanese alcohol drinks promotor in the Netherlands by the Japanese government in 2023
Now as a member of the Japanese export promotion council in the Netherlands, we help the Japanese government increase their exports to Europe and collaborate with the Japan embassy in the Netherlands and National Tax Agency in Japan to increase sake's visibility and availability in the Netherlands.