Purchase behaviour for new product evaluations: A new consumer segmentation

Maiko Kawaguchi
Brand Marketing Solution Promotion Group, INTAGE, Japan


Succeeding in Asia's most competitive FMCG market requires all the tools in the marketer's arsenal. With so many established brands and so many new launches each year the chances of surviving in the Japanese market are limited. The cutting-edge techniques developed here will be the critical success factors across Asia in the years to come.

As Figure 1 shows, of thirteen new beer brands launched between July 2007 and June 2008 in Japan, seven achieved volume share of over 1% at some point within the period but only three were able to sustain a 1% volume share as of November 2008.

Figure 1: Changes in share of new beer products (excluding limited edition items)