I read "How to make products sell well and sell for a long time?" 》: To create a hit product, first think about the actual benefits it can bring to consumers.

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Speaking of which, I rarely eat snacks, but I always have an inexplicable emotion for Japan’s national snack Pocky(ポッキー). So, when I found “How to make products sell well and last long” in the bookstore? The brand manager of Japan’s national snack POCKY teaches you the marketing planning power of products that have turned from black to red and have been selling well for 50 years! 》When I read this book, although it was not a treasure, I quickly took this book home…

Pocky (ポッキー) is produced by Japan[Esaki Glico Co., Ltd.](ht tps://zh.wikipedia.org/wiki/%E6%B1%9F%E5%B4%8E%E6%A0%BC%E5%8A%9B%E9%AB%98%E6%A0%A A%E5%BC%8F%E6%9C%83%E7%A4%BE) is a kind of outer covering [chocolate](https://zh.wikipedia.org/wiki/%E5%B7 %A7%E5%85%8B%E5%8A%9B) biscuit sticks snacks. Released in 1966 under the name Choct. This snack instantly hit the Japanese youth market after its launch and generated sales of 30 billion yen in the first two years. He was later renamed Pocky, named after the sound he made when biting down a cookie stick (onomatopoeia “ポッキン” (Pokking)). Following the chocolate flavor, almond Pocky was launched in 1971, and strawberry Pocky was launched in 1977.

The author of this book Masahiro Ota once served as the brand manager of Pocky, Japan’s best-selling national snack, for ten years! During his tenure, he launched numerous best-selling products such as Men’s Pocky and Mousse Pocky, which caused a rush for the originally ordinary Pocky every time he launched a new product. He is also the driving force behind Pocky’s ability to launch more than 200 flavors and sell them in 30 countries, selling more than 5 billion boxes a year!

From the author’s prominent experience, it is not difficult to see how familiar he is with product planning, and because of this academic background, this book is more convincing. As a promoter of popular products, the author does not hesitate to disclose his rich personal practical experience in this book, including: How can an old brand come back to life and find a second spring for the company? How to revive unsalable goods and keep them selling for many years? Create star products from scratch and create buzz even before the products are launched.

The author points out that creating explosive products does not happen overnight. Each basic step requires careful planning and step-by-step execution. He disclosed his six steps to create long-lasting products:

• Market research: In addition to identifying age groups, what else should be observed during market making surveys?

• Creative thinking: How can your own products borrow the popularity factors of hot-selling products?

• Concept development: How to express in one sentence what makes the product touching?

• Planning preparation: Product name, packaging and pricing, do you need to get a head start before going on the market?

• Sales support: Do you need more and wider product channels? How to promote effectively?

• Long-term sales of the product: What else needs to be done after it is launched to keep the product selling?

These six steps seem simple, but in fact each step is full of details. For example, how to express in one sentence what impresses people about a product? This is actually the so-called unique selling proposition (Unique Selling Proposition). I have mentioned in other articles before that Unique Selling Proposition should have at least three key points:

• Benefit commitment: Emphasize what specific special effects the product has and what practical benefits it can provide to consumers?

• Uniqueness: Having features that peers or competing products cannot or have not proposed.

• Powerful: Focus on making consumers feel compelled to pay attention.

In this book, the author not only explains the actual case of developing Pocky, but also shares many marketing planning secrets of Japanese products with readers. For example, the author quoted the “Nihon Keizai Shimbun” report on July 15, 2003, pointing out that the well-known company [Kobayashi Manufacturing Co., Ltd.] (https://www.kobayashi.co.jp/) has an iron rule in naming. The consumer must understand within one second what product it is? This is because “consumers only have 0.6 seconds from seeing the product to reaching out their hand in the store, so consumers must understand the content of the product in these 0.6 seconds.”

I think “[How to make products sell well and last long?” The brand manager of Japan’s national snack POCKY teaches you the marketing planning power of products that have turned from black to red and have been selling well for 50 years! ](https://www.books.com.tw/exep/assp.php/vista/products/0010716854?utm_source=vista&utm_medium=ap-books&utm_ content=recommend&utm_campaign=ap-201902)” This book has several commendable features. In addition to learning from the author’s many years of marketing experience, you can also observe the actual practices of Japanese companies in the field of marketing planning from some of the forms and steps provided in the book.

For example, the book mentions the key points of each stage of product planning, which is also worth referring to:

• Find out what matters.

• Infer the users who are most supportive of that thing.

• Thoroughly explore the reasons for user support.

• Come up with a number of key words from the reasons to support.

• Use the keywords you have thought of as a starting point to conceive products.

• Bring product ideas to brainstorming sessions and brainstorm ideas.

Finally, the author also summarized his many years of work experience and compiled ten key qualities that must be possessed to become a “big sales promoter”. As for which ten characteristics are they? Well, let me preface this first by asking everyone to buy “How to make products sell well and sell for a long time?” The brand manager of Japan’s national snack POCKY teaches you the marketing planning power of products that have turned from black to red and have been selling well for 50 years! 》Let’s take a look at this book!

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