[Results Announcement] The winning team of the "1st Student Marketing Study Group" aiming to create industry-academia collaboration is Mizuno Seminar, Nihon University

2021.01.28 Press Releases
CCC Marketing Co., Ltd.

-Theme: "Xebio: What is the value of sports for university students? How can we connect that value with our physical stores?"

The CCC Marketing Research Institute of CCC Marketing Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Kazuhiko Kitamura) held an online "Student Marketing Study Group" aimed at creating industry-academia collaboration for approximately four months from Saturday, September 26, 2020 to Saturday, January 23, 2021. The "1st Student Marketing Conference," where university students present the results of their research on corporate marketing issues, was attended by eight seminars from six universities and four private companies, with the research theme set as "Understanding modern consumption and creating new marketing plans from a young person's perspective."

The overall winning team at the final presentation of the "1st Student Marketing Study Group" held on Saturday, January 23rd was Nihon University's Mizuno Manabu Seminar (Miyake Yui, Murakami Yui, Doi Rudai, Hayashi Gen, Endo Kiyoshi).The theme was set by Xebio Co., Ltd. and was "What is the value of sports for university students? Consider how to connect that value with physical stores."Mizuno's seminar at Nihon University has noticed that 50% of university students are doing "muscle training," and has announced plans for an "online muscle training salon" aimed at young people. We proposed this as a solution to the marketing challenges set by Xebio Co., Ltd., through a new way to enjoy muscle training that links stores and online services with the themes of "community," "co-creation," and "diagnosis," aimed at men with a strong desire for self-recognition and women with a strong desire for self-actualization.

[Judges' overall comments]
Each team constructed their research content after digging deep into their current understanding, issues, and needs through surveys and interviews, and they were able to deliver very solid presentations based on their logical thinking. The students were able to identify issues and needs that they were aware of, but I would like them to challenge themselves to approach these issues from the perspective of customer value that has not yet been seen. We would like to continue to utilize the data entrusted to us by our customers for the benefit of students and consumers, to co-create and contribute to society.

The winners of each award and the final presentation nominated teams are as follows:

[Overall Winner, Xebio Award: Mizuno Seminar, Nihon University]
■ Xebio Co., Ltd. Theme: What is the value of sports for university students? How can we connect that value with physical stores?
■ Presentation theme: Proposal for an online salon for men and women who love muscle training
■Comment from Xebio Co., Ltd.: Everyone gave their presentations from a student perspective, and there were many realizations such as "Oh, I see," and "I never thought of it like that."Overall, I am very grateful that they have brought in perspectives that we would not normally notice. If you have the opportunity, we would love for you to give a presentation at our company. There were some ideas that could be used in new stores. As you have all summarized this time, please dig deeper into your perspective as a consumer. It would be very interesting if your suggestions lead to revitalizing the market.

[Nissan Motor Award: Hatou Seminar, University of Marketing and Distribution Sciences]
■ Nissan Motor Co., Ltd.'s theme: Proposing automobile services and products that young people truly want
■ Presentation theme: Proposal of a travel plan based around a car dealership
■Comment from Nissan Motor Co., Ltd.: Over the past few months, I imagine there have been many tensions and struggles, and difficult times in running the team as you have progressed. I believe that you have taken on various challenges under these circumstances, which has led to today's announcement. It was a fun and transformative story for us at Nissan Motor. Once again, I would like to express my gratitude to all of you, including the teams that won and those that did not. We would like to incorporate all of your suggestions into our work, making them a part of Nissan's lifeblood.

[AJS Award: Nihon University, Kishimoto Seminar]
■All Japan Supermarket Association Theme: What is food for young people? Thinking about supermarkets that young people will want to visit, not convenience stores, drug stores, or online stores
■ Presentation theme: Proposal for creating store mechanisms to eliminate the five major dietary guilts
■Comment from the All Japan Supermarket Association: Thank you for taking the time to seriously consider this theme over such a long period of time. After learning about the data that you all researched, the actual discussions that took place, and the students' unique sensibilities, I have had the opportunity to reflect deeply on the preconceived notions and assumptions that we may have had. There were many things we learned from the proposals that were made, and there were many instances where we felt that this could be put to use in an actual supermarket. Our association's motto is "Joint acquisition of wisdom," so we would like to share the wisdom that you have given us within the association. Thank you very much for all the valuable messages you sent us this time.

[Yoshinoya Award: Nihon University, Kawamoto Seminar]
■ Yoshinoya Co., Ltd. Theme: Consider measures to encourage university students, who have more opportunities to eat out, to continue using Yoshinoya for a long period of time.
■ Presentation themes: Yoshinoya Campus DP (Dynamic Pricing) Discount, Secret Terrace Seats, G1 Grand Prix
■Comment from Yoshinoya Co., Ltd.: Thank you very much to everyone in the four seminars who participated. We were very pleased that they had taken the time to think about Yoshinoya from various angles, and we could sense their enthusiasm radiating from their presentation. First of all, I would like to express my gratitude and excitement for having been able to complete this project. Thank you very much.

Going forward, we will invite a wide range of universities, research institutions, and companies to participate in the Student Marketing Study Group, and will promote open innovation with the aim of creating new industry-academia collaborations centered on consumer data and insights. CCC Marketing's group mission is "UNIQUE DATA, SMALL HAPPY." We create value from a wide variety of data using technology and ideas, connecting individual lifestyles with the society around them and bringing small moments of happiness to each and every person every day.

[About the Student Marketing Research Group]
This initiative is part of CCC Marketing Research Institute's goal of creating innovation through collaboration with a wide range of parties, including consumers, companies, educational institutions, and local governments. The research theme of the "1st Student Marketing Study Group" was "Understanding modern consumption and creating new marketing plans from a young person's perspective," and six universities and four general companies participated. The event was held online from Saturday, September 26, 2020 to Saturday, January 23, 2021, and CCC Marketing provided support based on its database marketing know-how, while also providing a variety of assets such as data and research services.

■Participating universities and seminars:
・Kindai University, Faculty of Business Administration, "Ouchi Shujiro Seminar"
・Senshu University, Faculty of Commerce, "Kazuo Ishikawa Seminar"
・Tokyo Institute of Technology, School of Engineering, Department of Industrial Engineering, "Chong Shuling Seminar"
・Nihon University, College of Commerce: "Kawamoto Atsuyoshi Seminar," "Kishimoto Tetsuya Seminar," and "Mizuno Manabu Seminar"
・Miyazaki University, Faculty of Regional Resources Creation, "Tsuchiya Ari Seminar"
・Masahiko Hatou Seminar, Faculty of Commerce, University of Marketing and Distribution Sciences

[About CCC Marketing Research Institute]
We were established in July 2020 with the aim of providing useful information to help consumers realize their "little something nice" based on consumption data, consumer insights and changes in mindset, as well as the social environment and economic situation.

Materials related to this matter

[Results Announcement] The winning team of the "1st Student Marketing Study Group" aiming to create industry-academia collaboration is Mizuno Seminar, Nihon University

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CCC Marketing Co., Ltd.
Public Relations Officer: Ando
TEL: 03-6800-4464