NARUMI
“Happy Dining Table”
Integrated Marketing Communications Campaign
Establish Brand Image.
Narumi, established in 1946, stands as one of Japan's premier bone china brands. Guided by a commitment to craftsmanship, Narumi believes in enhancing dining experiences through exquisite porcelain. Their aim is to foster joyful connections around the dining table, using tableware as a medium to convey emotions.
Despite its popularity in Japan, Narumi encounters distinct challenges in the Chinese market.
Aim:
This Integral Marketing Communications (IMC) Campaign is strategically devised to not only unlock the bone china market's potential for Narumi in China but also to cultivate a distinctive brand image.
Market Analysis
Competitor Analysis
European brand
Wedgwood
Royal Doulton
Higher Price.
Typical Western Ornate Style.
Vessel Shapes Aligned with Western Dining Habits.
Japanese brand
Narumi - Japanese Western Style
NIKKO - High Bone Content
Noritake - Embodying Japanese Style, High-End Porcelain
Low brand awareness.
Almost no purchasing channels, limited variety available through Taobao proxy shopping.
European brand
RED ROSE
LONGDA
WEIRUN
Attractive pricing.
Lack of exclusive stores.
Lacks design flair, limited patterns.
Low brand awareness.
Chinese consumers do not have a habit of purchasing high-end tableware. Bone china, being an imported porcelain, is not valued by Chinese consumers.
There are few outstanding domestically-produced bone china products, and most of them are meant for export.
The European and American bone china brands in the Chinese market do not suit Chinese dining habits.
Currently, the promotion of bone china brandin China is weak.
Market Insight
Brand Analysis
Strength to build brand image.
3. “Happy Dining Table“
いいもの、いつも、いつまでも。
Pursuits:
"Always create excellent products."
"Encounter beautiful things."
"Beautiful tableware makes food look more delicious."
"Wish to hear 'it's really delicious' and feel happiness."
"To communicate emotions between people through tableware."
"Narumi is an object that conveys warmth."
1. Bone China
Safety and Health
Pure White, Crystal Clear
Sturdy and Durable
Easy to Clean
2. Made for Chinese Cuisine
- Narumi's design of sizes and depths is more suitable for serving Chinese dishes.
- Japanese Western-style tableware combines simplicity with exquisite patterns, making it perfect for serving large Chinese meals without overshadowing the dishes or being overly ornate.
Consumer Insights
Factors influencing purchasing behavior.
1. Understanding Bone China, Embracing High-End Tableware Consumption Habits
The demographic of bone china buyers is extensive, making it challenging to pinpoint based on age, income, or lifestyle. Tableware is a daily necessity for everyone, and a good set can last for many years. While bone china may come at a higher price than regular porcelain, it is not out of reach for the middle class and above.
2. Fondness for Narumi
Narumi’s brand identity is distinctive enough to discerned amidst numerous brands.
Marketing Strategies
Factors influencing purchasing behavior.
01
Popularization of bone china.
Activity:
Seeding Cooking Influencers, encouraging them to photograph food alongside the Narumi and express their fondness for it without emphasizing the brand.
This leads to a casual introduction of "What is bone china."
Key Concepts:
Bone china is valuable for its materials are challenging to fire.
It contains fewer impurities, resulting in a whiter, finer, more translucent, and lighter product.
It is thinner yet has twice the strength of typical daily-use ceramics.
Lead and cadmium free, preventing heavy metal poisoning.
detergent free for smooth, delicate surface, caused by high density and low water absorption.
Additionally, distinguish bone china from so-called "new bone china."
02
To show the advantages of Narumi design.
Print Advertisement
Engage selected photographer to capture Narumi's print advertisement using film camera.
Placement:
Right-hand page of the Politics section in Vista magazine
A total of four placements
¥14,600 * 4 = ¥584,000
Amplification:
Narumi Official account post with image, retweet by sponsored Influencers.
“Pure white that makes black tea more delicious”
Crafting tableware that accentuates the allure of food.
Narumi, ensuring your dining experience.
“Encountering Beauty at the Dining Table”
Always striving for exquisite beauty.
Narumi, ensuring your dining experience.
“Painting a Garden for You”
Every pattern in each collection is meticulously designed.
Narumi, ensuring your dining experience.
03
“Happy Dining Table” culture.
HASHTAG CHALLENGE x FUJI FILM
@Narumi
Hashtag: #CaptureYourJoyfulTable#
Participation: Apply hash tag and mention @Narumi, share relevant photos as per the requirements.
Prizes: Fuji disposable cameras * 300
Amplification: Engage photographer and food bloggers
Video Advertisement
This will be divided into two series: "Family" and "Solo Dining", each featuring three product collections in alignment with the content of the print ads. The video will emphasize a joyful atmosphere.
Platform Placement:
Dongfang TV: 18:00-19:00, (Before/Intermission of Dongfang News)
iQiyi: Pre-roll Ads for Japanese and Korean Dramas (Single Episode)
iQiyi: Pre-roll Ads for Mainland Chinese Dramas (5 episodes and above)
Video Length:
Pre-roll Ads: 15s each
TV Advertisement: 25s (Can be split into three pre-roll ads)
Production Budget: ¥60,000
AND MORE SOCIAL MEDIA CAMPAIGNS
STORY SHARING x GIVEAWAYS
@Narumi
Platform: WeChat Official Account
Theme: "Hearts Never Apart"
Participation: Write a 300-word WeChat essay about the story between you and the typical one".
Prizes: 20 selected participants will receive a gift from Narumi.
Amplification: Share links on Weibo.
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