int cm team140
TRANSCRIPT
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International Consumer Management
Prof. ROY LARKE
Alcohol for youth Japanese
Team 14008BN006A AWAYA RIKA08BN034K KAZIRO HISASHI08BN100Z HATSUSHIBA AI
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Outline
1. The changing of Nomikai
2. The decline of consumption of Alcohols
3. The changing of
communication
4. The movement of drinking style
5. Conclusion
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From the lecture of ICM
The lecture “Consumer and Culture”• “Culture” is defined “the sum total learned beliefs,
values and customs”• Japanese culture would be defined “Tatemae, Gaman, Nenko Joretsu. ”
→ We think those appear Nomikai, and Nomikai would be one of the Japanese cultures.
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What is Nomikai?
• Company events On the premise that all member take part in. • The purpose is to promote a friendship with
boss or subordinate eating and drinking.• “Nominication” or “First orders are Beers”
were occured Nomikai. But it is said that Nomikai is changing and the
consumption of Alcohol is declining.
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Restraint for drinkerChanging of drinker’s of conscious is one of the
causes. • Alcohol is bad for body.
People who care their health recreas.• Some drink-drivers occurred miserable car
accidents.From those, restraints for drinkers become strong and the images of Nomikai become worth.
In addition, half of people don’t like Nomikai.Those are reasons that young people do not join
Nomikai actively.
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What youths like?
• Saving money for the future.They are anxiety future of Japan because they hear
depression news everyday.• Sweet tastes alcohols.There are many alcohols and they can choose tastes.• Low alcohol contents.Youths like alcohols content of about 3% (Older like about 6%) • Drinking time change Youths : PM10:00 or PM11:00 ~ Older : PM8:00 ~
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Percentage of young people consumption
automobile-related
total
Communication charge
beer
bicycle
•The consumption as a whole is decreasing.
•Young people tend to be saving persons. •In fact,22.9% of young people who do not drink alcohol want to save money.
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Consumption of alcohol
1975 1980 1985 1990 1995 2000 2005 20100
2,000
4,000
6,000
8,000
10,000
12,000
all alco-holic beverage
beer
wisky
shouchu
sake
The consumption of all alcoholic
beverage is decreasing since
2000s.
Beer is declining greatly, but
shouchu is a little increasing.
→because of the popularity of chu-
high
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New Style of Nomikai
Recently, “Web Nomi” is popular between youth Japanese.
This is a sales promotion of SUNTORY.Web Nomi means drinking with chatting.
Why Web Nomi become popular?• Saving • Changing consumers’ tastes
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• Japanese people, especially young people, are shifting from a vocal communication to new communication tools.
• It is not important for the younger to communicate thorough drinking.
The Effect of communication means
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How will goes youth drinking culture in the future?
• Today, young peoples are given choices about drinking freely.
• They do not have to drink forcibly.
• How will goes the young drinking culture in the next 10 years?
↓Additional intensifications of
Bipolarization & Diversification
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Bipolarization
• Young people can choose to drink or not to drink more freely without any compulsion.
• They do not have to mind anything even if they are with their senior or boss in Nomikai.
• Choices of drinking or no-drinking will be intensifying more and more.
I want to
drink!
I do not
want to
drink!
In a situation of Nomi-kai
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• The changes of tastes among young people and social custom bring various choices about drinking to young people.
• Young consumers’ tastes are diversifying increasingly.
• Many companies started to release new tasty alcoholic beverages for young consumers.
Diversification
The change of tastes
The change of social environment Various choices
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Today’s popular products & new menu• Highball
• Flavor Beer & Sweets Beer
• New menu “Zyoshikai”
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Conclusion…
Social and environmental factors• The change of
awareness that drinking is bad for health
• Stronger restraints for drinking
• depression
Changes among young people • Saving money >
enjoying drinking• Prefer sweet tasty
alcohols than beer• Select choices freely
without any force
Next 10 years…• expand bipolarization
into drinking or no drinking
• Diversification of alcoholic beverages products and menus
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References• http://www.nta.go.jp/shiraberu/senmonjoho/sake/sake.htm• http://www.myvoice.co.jp/• http://www.tokyo-np.co.jp/• http://www.suntory.co.jp/whisky/beginner/drink/highball.html• http://www.doma-doma.com/• http://royzemi.rikkyo.ac.jp/files_xyz/ICM2010/ICM06_Culture.pdf• http://blog.livedoor.jp/nnnhhhkkk/archives/65469571.html• http://www.nikkeibp.co.jp/article/column/20100608/230446/• http://www.nikkeibp.co.jp/article/nba/20080910/170139/?P=2• http://www.nikkeibp.co.jp/article/nba/20080910/170139/?P=2• http://dailynews.yahoo.co.jp/fc/domestic/drunk_driving/• http://www.nikkeibp.co.jp/archives/205/205054.html• http://nr.nikkeibp.co.jp/topics/20090821/• http://news.walkerplus.com/2009/0407/11/• http://www.kokudokeikaku.go.jp/share/doc_pdf/373.pdf• http://bizmakoto.jp/makoto/articles/0803/05/news050.html