Launch of "Market Watch Cross Media Trend Pack," which combines analysis of restaurant reviews, social media, television, and actual purchase data

2021.09.17 Press Releases
CCC Marketing Co., Ltd. / T Point Japan Co., Ltd.

- Proven to be used in developing popular products for supermarkets, restaurants, etc. -

CCC Marketing Inc. (Head office: Shibuya-ku, Tokyo; CEO: Kazuhiko Kitamura; hereinafter referred to as "CCC Marketing") and T Point Japan Inc. (Head office: Shibuya-ku, Tokyo; CEO: Hiroaki Nagashima; hereinafter referred to as "T Point Japan") have begun full-scale provision of the "MKW Cross Media Trend Pack," which analyzes food-related data across restaurant reviews, social media, television, and actual purchase history, within "Market Watch (hereinafter referred to as "MKW) Trend Edition*," a marketing support service for various food-related companies.

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This complex data analysis tool, "specialized for food product development," can help predict trends in supermarkets, restaurants, and more. It is provided to food and beverage manufacturers, primarily through alliances with supermarkets and restaurants.

As the spread of COVID-19 continues, people's lifestyles have changed dramatically, with people refraining from going out and working from home, and the food market is also undergoing major changes, with demand for ready-made meals increasing. In addition, with the spread of social media as well as television, food trends are changing more quickly and in more diverse ways. In this environment, there is a growing need in the retail and restaurant industries for product development and sales promotion planning that utilizes database marketing.
The newly released "MKW Cross Media Trend Pack" is a "composite data analysis tool specialized for food product development" that links restaurant review data, social media data, and television data to a database that combines over 5 billion pieces of purchasing data per year and lifestyle data from over 70 million consumers, via CCC Marketing's proprietary "master data of food-related words" called "Shokutan."By analyzing a wide variety of food-related data across the board, we can understand what ingredients, menu items, textures, etc. are attracting attention in each media at a specific time, and visualize the "spread of trends."Additionally, by understanding the availability of popular products and menu items at restaurants and retail stores (whether they are available or not, their growth rate, etc.), you can use this information for marketing that supplements rapidly changing trends, such as "where are products that are being talked about in the media being sold?" and "when is the best time to enter the market with that product?"

Case study: Product development using the "MKW Cross Media Trend Pack"

T Point Japan has established a product development flow that comprehensively utilizes the assets of the CCC Group and is developing products together with T Point partner companies. The newly released "MKW Cross Media Trend Pack" is already being used by some of our partner companies in the market research stage of trend analysis ("3. Understanding global trends"), primarily for selecting menus and ingredients.

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[Case Study] Released in January 2021: Nirax "Grand Buffet"

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■target:Women in their 30s and 40s with children 
■Key points for using the "MKW Cross Media Trend Pack":
In the sweets category, which has been growing even during the COVID-19 pandemic, we analyzed the most popular menu items and came up with a plan to create banana juice and flavored coffee. Aiming to increase customer satisfaction, the restaurant has expanded its pre- and post-meal drink menu, and the menu and in-store VMD (visual merchandising) have been redesigned from the target's perspective.

Going forward, we plan to begin offering the "MKW Cross Media Trend Pack" primarily to alliance companies such as supermarkets and restaurants, and then expand its offering to food and beverage manufacturers as well.

CCC Marketing and T Point Japan's group mission is "UNIQUE DATA, SMALL HAPPY." They will continue to create unique value in the marketing field, using a wide variety of data to create value through technology and ideas, connecting individual lifestyles with the society around them and bringing small moments of happiness to each and every person every day.

Overview of "Market Watch Trend Edition"

The "Market Watch Trend Edition" can be used for market analysis and competitive research, as well as product planning and development, and store opening development, and is provided as a marketing support service for a variety of food-related companies.
By utilizing the "Cross Media Trend Pack," which allows for cross-sectional analysis of "trending food-related words" from television data, social media, restaurant reviews, and actual purchase data, the "Food Trend Pack," a service that analyzes restaurant review data using Retty's "Food Data Platform," a big data collaboration platform for the food sector, and the "Market Competitor Pack," a service that analyzes receipt purchase data for eating at home, eating out, and eating out using the household accounting app "Recika," you can understand trends in your own services, competitors, and the market.

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■Cross-media trend pack (analysis image)

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Materials related to this matter

Launch of "Market Watch Cross Media Trend Pack," which performs a comprehensive analysis of food data from restaurant reviews, social media, television, and actual purchases

Inquiries regarding this matter

[Inquiries from the press]
CCC Marketing Co., Ltd.
Public Relations Officer: Ando and Nonaka
TEL: 03-6800-4464

[Inquiries regarding "Market Watch Trend Edition"]
Market Watch Trend Edition Inquiry Desk
MAIL: mkwtrend_support@ccc.co.jp

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