Dissecting Brands That Get Chosen: Explaining Future Consumer Goods Marketing That Moves Consumers, Retailers, and Stores. Conference to be Held on July 22.

Excree Inc. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Toru Ogasawara), a group company of Cross Marketing Group Inc. that develops social & sales promotion services, will hold an online conference titled "Dissecting Brands That Get Chosen: Future Consumer Goods Marketing That Moves Consumers, Retailers, and Stores" on Wednesday, July 22, 2026.

Dissecting Brands That Get Chosen: Future Consumer Goods Marketing That Moves Consumers, Retailers, and Stores

Details & Application

● Conference Concept

Creating "reasons to want" for consumers,

Creating "reasons to sell" for retailers,

Creating "reasons to be chosen" at the point of sale.

The environment surrounding consumer goods manufacturers is facing an unprecedented turning point, with rising price sensitivity due to inflation, drastic changes in purchasing behavior as Gen Z begins to form families, and shifts in retailer evaluation criteria due to the expansion of private brands.

Even when implementing all measures to increase brand awareness, why is it difficult to predict sales? The underlying structural issue is that "brand value envisioned by manufacturers," "sales efficiency sought by retailers," and "shopper purchasing behavior" are designed in isolation from each other.

This conference aims to return to the fundamental principles of how to link these three elements to create a "state of being chosen at the point of sale."

Industry practitioners, including brand managers from major consumer goods manufacturers and retail buyers, will take the stage to thoroughly dissect the structure of consumer goods marketing.

● Organizer & Representative Message

Here lies practical knowledge of integrated promotion across sales promotion, social media, and IP utilization.

This conference is organized by Excree, which supports sales promotion and campaigns for major manufacturers, in collaboration with three companies within the Cross Marketing Group responsible for the promotion domain.

Excree for sampling and sales promotion, REECH for influencer and social media marketing, and Tokio Get's for IP and entertainment content utilization.

By combining their respective strengths, we will deliver the possibilities of integrated promotion that spans sales promotion, social media, and IP utilization.

Excree Inc. / Tokio Get's Inc. / REECH Inc.

President and CEO: Toru Ogasawara

● Program Content

KEYNOTE 01

How Do "New Brands" Enter Consumers' Daily Lives?

~ Learning from Mizkan's "Fibee" about creating new brands that break away from spec-based appeals and fostering fans ~

The mastermind behind Mizkan's new brand "Fibee" will take the stage. They will reveal the behind-the-scenes of designing a worldview that comfortably integrates new products into consumers' daily lives, breaking away from the common pitfall of "spec pushing" in brand creation. Practical know-how for deepening brand loyalty through fan communities and collaborations, and for jointly developing the market, will be explained.

Speaker:

Mizkan Co., Ltd.

Growth Business Group, Marketing & Direct Division, Marketing Department Manager

Yuki Kurihara

KEYNOTE 02

"Habit formation" isn't easy. So, how do you get their attention?

~ Learning from a classic tea brand about practicing "conversational" communication ~

The speaker, a former advertising representative for "Tokucha" who orchestrated numerous successful campaigns and is now widely involved with "Iemon" and "Oolong Tea/Black Oolong Tea," will take the stage. They will reveal the behind-the-scenes of creating space for memorability and maintaining a sincere stance, moving beyond one-way information delivery to consumers. Practical know-how for generating in-store impulse purchases will be shared.

Speaker:

Suntory Beverage & Food Limited

SBF Japan, Brand Marketing Division, Communication Design Group

Masaaki Ito

KEYNOTE 03

What Kind of Proposals Move Buyers?

~ Practicing Trade Marketing to Break Away from "Begging Sales" ~

From the perspectives of a former buyer and a professional in retail marketing support, the speaker will expose the real internal situations and true feelings of buyers. They will explain practical know-how that will dramatically change sales and marketing activities from tomorrow, such as the "conditions for proposals that get accepted" to break away from "begging sales" and effective differentiation strategies.

Speakers:

Ito-Yokado Co., Ltd.

F&D Business Division, Specialty Store & Gift Department, General Manager

Kunihiko Iwata

Trema Inc.

President and CEO

Yuki Imoto

KEYNOTE 04

What Do Brands That Lose at the Point of Sale Overlook?

~ Redesigning Products, Shelves, POPs, and Promotions Based on Shopper Behavior ~

The head of shopper research at Cross Marketing will take the stage. They will reveal the real steps observed in the field that lead consumers to leave without picking up a product at the shelf, and explain practical know-how for store layout design to increase product and package visibility and POP appeal, and to stop shoppers in their tracks in a short amount of time.

Speaker:

Cross Marketing Inc.

Research Operations Division, Research Support Office

Concurrent Researcher Service Manager, Envirocell Japan Inc.

Shinya Minegishi

KEYNOTE 05

Why Do IP Collaborations Move "the Sales Floor"?

~ Insights and Utilization Perspectives Revealed by Licensors and Manufacturers ~

Using the highly acclaimed case of Ezaki Glico's "Giant Cone" as a subject, both the licensor and manufacturer will take the stage.

They will discuss the essential value of IP collaborations that do not end as a one-off boom, covering the behind-the-scenes of character selection, meticulous strategies to move fans, and actual results.

Speakers:

Ezaki Glico Co., Ltd.

Dairy Business Division, Marketing Department

Hitoshi Oyama

Kodansha Ltd.

Rights MD Department General Manager & Global Strategy Department General Manager

Tomoki Moriguchi

● Conference Overview

Title

Dissecting Brands That Get Chosen:

~ Future Consumer Goods Marketing That Moves Consumers, Retailers, and Stores ~

Date and Time

July 22, 2026 (Wednesday) 12:00 PM - 4:00 PM

*End time is subject to change.

Venue

Online seminar via Zoom (Free), pre-registration required.

Application

https://www.excrie.co.jp/lp/excrie-conference_20260722

*Please note that participation is restricted to those in the industry; competitors are kindly asked not to apply.

【Company Overview】

Company Name: Excree Inc.

Representative: President and CEO Toru Ogasawara

Location: 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo

Established: March 1972

Main Business: Planning and support for the execution of social & sales promotions integrating online and offline.

URL: https://www.excrie.co.jp/

Company Name: REECH Inc.

Representative: President and CEO Toru Ogasawara

Location: 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo

Established: November 2018

Main Business: Influencer marketing business, advertising agency business.

URL: https://corp.reech.co.jp/corporate

Company Name: Cross Marketing Group Inc. (TSE 3675)

Representative: President and CEO Mikaru Igarashi

Location: 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo

Established: June 2013

Main Business: Management of subsidiaries engaged in digital marketing and research/insight businesses, and related businesses.

URL: https://www.cm-group.co.jp/