Society Ikeya no Ryugi : Towards the new, towards the difficult, towards the interesting / Akira SATO

Product description ※Please note that product information is not in full comprehensive meaning because of the machine translation.

Society
"Koikeya Pride Potato" has generated 4 billion yen in sales in the snack market, which is said to be a hit with 2 billion yen per year. "Shinsei-Koikeya" has produced hit products one after another using "Pride Potato," which is innovative in various aspects such as ingredients including domestic potatoes, high prices in the competitive discount market, and self-supporting package design. What is happening behind the scenes? Akira Sato, who is known as a hit maker in the world of product development and marketing, first worked on returning to the spirit of the founder when he became president of Lake Ikeya and regaining the pride as a Japanese potato chip pioneer. How has the branding strategies of the long-established stores been polished and put into practice? While following the trajectory of Shinsei-Koikeya, he explains his unique market theory and management strategies.