This offers an in-depth analysis of successful marketing strategy, utilizing the case study of "THE LIQUOR NARITA AIRPORT," a high-end alcohol retailer at Narita Airport.
This business thrives by selling extremely expensive items, such as an 8.84 million yen bottle of wine, through a meticulous approach to customer targeting and location selection.
The core lesson is the critical importance of achieving high customer resolution by specifically defining the target audience—in this case, wealthy inbound foreign travelers—and then strategically placing the business at a point where this group is most likely to purchase high-value goods, which is after international security screening in the duty-free area. It concludes by presenting a three-step customer strategy model emphasizing identifying the target, finding their inevitable path, and creating the optimal point of contact.
