Marketing Research Association to Hold Product Planning and Marketing Fundamentals Seminar on July 3rd: Create Products That Gain Long-Term Support with a Single Sheet!

Online Seminar "Product Planning and Marketing Fundamentals in 4 Hours" to be Held on July 3, 2026

Product planning and marketing involve numerous considerations such as environmental analysis, customer analysis, concept design, sales promotion measures, and touchpoint design.

However, these often become isolated tasks, leading to cases where a consistent story of "Why this product?" or "Why this promotion?" is not clearly articulated.

This seminar will utilize a single-sheet framework developed by an instructor who was involved in brand development at P&G and now teaches marketing theory at university. It will explain how to approach product planning and marketing by consistently considering everything from environmental analysis to customer experience design. The seminar will not only cover theoretical learning but also include practical exercises to fill out the sheet, supporting its application in real-world business.

【Recommended for the following individuals】 ・Those in product planning, marketing, sales promotion planning, and development departments ・Those who want to increase the persuasiveness of their plans and improve internal approval rates ・Those who want to learn a planning and development framework applicable to practical work ・Those who aim to make their company's products or brands into staples and increase their fan base

【Participation Benefits】 Participants who submit their completed exercise sheets will receive individual feedback from the instructor.

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Instructor: Makoto Isono Professor, Faculty of Business Administration, Tottori University of Environmental Studies, Ph.D. (Commerce)

Born in 1966. Completed doctoral program at the Graduate School of Business Administration, Kobe University. After serving as a Design Manager at P&G and other roles, he is currently affiliated with the university. His expertise includes marketing, new product/service development, and design. His major publications include "Understanding and Practicing Marketing in One Book" (sole author, Nakanishiya Publishing, 2025), "Thinking That Brings Ideas" (co-author, Nakanishiya Publishing, 2024), and "Introduction to Business Administration for Regional Revitalization" (co-author, Jicho-sha, 2026).

Seminar Program:

1. Marketing Concepts Necessary for Product Planning ① Understanding Resources, Environment, and Needs

(1) Understanding the Definition and Overall Picture of Marketing: Marketing = Creating Value for Customers (2) How to Meet Customer Needs with Your Products: Direction for Product Development (3) Making Products Liked Deeply and for a Long Time: Branding Concepts (4) How to Secure Your Company's Resources and Position, and Create Market Opportunities

【Workshop】 Measuring Products, Their Surrounding Environment, and Needs (Using the Resource and Environmental Analysis Format)

2. Marketing Concepts Necessary for Product Planning ② Determining Concepts that Meet Needs and Appropriate Communication Strategies

(1) Whose Needs and What Kind of Needs to Address? Concepts of Segmentation and Targeting (2) Concept is Key to Product Success! (3) Idea Generation Methods Based on Needs and Translating Them into Concepts (4) Creating the "Customer Experience" to Communicate, Sell, and Have Customers Use Products: Marketing Mix and Touchpoint Design (5) Creating a PDCA Cycle for Plan Refinement

3. Workshop: Organizing Market Needs and Product Concepts on a Single Sheet →Daily Goods: "New Product Planning for a Shaver Brand"

*Individual feedback from the instructor is also available at a later date!

Seminar Overview:

Date and Time: July 3, 2026 (Friday) 13:00 - 17:00 Format: Online Seminar

Participation Fee: ¥33,000 (tax included) per person

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Marketing Research Association

【Organizer】

Marketing Research Association, Inc.

Since its establishment in 1960, Marketing Research Association has been dedicated to nurturing human resources and organizations with a marketing orientation and creating mechanisms that ensure customers continue to choose them. They provide support through various methods such as public seminars, in-company training, and consulting, focusing on four key areas: "Marketing Support," "B2C Sales Force Enhancement," "Retail Sales Force Enhancement," and "B2B Sales Force Enhancement."

This seminar can also be conducted as in-company training. Please feel free to inquire.

●Public Seminar (Online/In-person) Schedule https://www.marken.co.jp/seminar/

【Company Profile】

Marketing Research Association, Inc.

COSMIC BLDG 2F, 1-2-8 Shiba-daimon, Minato-ku, Tokyo 105-0012 Representative Director: Shingo Hirabayashi Business Activities: Educational training, marketing research, consulting, public seminars, planning and production Established: 1962

https://www.marken.co.jp/ Keywords: