Challenge: How can Kaneka effectively promote Green PlanetTM Biodegradable Polymer to deliver its value proposition and subsequently enhance brand recognition and corporate value in the USA?

Review & Evaluate

• Assess the current promotional concept for Green Planet at Kaneka.
  • Understand the primary messages and visuals used.
  • Identify the channels of promotion currently in play (e.g., digital, print, events).
  • Analyze the effectiveness of current promotional strategies (metrics, feedback, sales impact).

Understand the Stakeholders

• Define and identify the target groups for the market survey.
  • Segment the market (e.g., industries, consumers, partners).
  • Recognize the needs and preferences of each segment.
  • Determine the decision-makers and influencers within these segments.

Assess Market Dynamics

• Design and execute a market survey with the identified target groups.
  • Develop questionnaires or interview guides tailored to each segment.
  • Analyze survey results to gather insights on market perceptions and needs.
  • Identify gaps in the current promotion strategy based on feedback.

Get Creative & Innovative

• Determine strategies whereby the Green Planet promotion can boost Kaneka’s brand recognition and corporate value within the US market.
  • Explore innovative promotional tactics (e.g., influencer partnerships, experiential marketing).
  • Consider leveraging sustainability trends and eco-conscious movements.
  • Develop a multi-channel marketing strategy tailored to the US audience.

Corporate Sponsor & Mentor

• Senior Sponsoring Executive: Naoto Nakajima, NY/CA Office General Manager