This slide show is from a presentation I gave in 2003 in Tokyo. It tells the story of the strategy I set and implemented for ZIMA in Japan. I was very fortunate to be given flexibility in repositioning ZIMA for the Japanese market. One of the first things I did was mark it clearly as a Coors product on the bottle because the Coors brand already had trust in the Japanese marketplace. (In the US, the bottle was marked Memphis Brewing Company).
ZIMA was the first product in the category to appear in Japan. With a small budget and guerrilla "Illusion of Discovery" techniques to introduce it in a very limited way, we gave each outlet incentive to display and promote it.
Learn Twitter from the Pros. Linda Sherman interviewed and Ray Gordon shot videos during 140tc of 12 Twitter Pros including: Chamillionaire, Pistachio (Laura Fitton), MariSmith, SeanPercival, AVFlox and JulieSpira