Have you ever heard this word, “Otaku”? Do you know or can you guess what does the word mean? Well, it is a Japanese word and almost as same as “nerd.” Actually it is very difficult to define it exactly, but I think the definition is the people who like particular kinds of subculture enthusiastically such as TV animations, comics, games, music and so on. Once they are into it, most of those are willing to spend a lot of money to buy the related productions if it is expensive or not. Therefore, they are often became targets as the potential consumer in Japan. This time, I want to introduce such a unique and strategic business method which is targeting “Otaku”.

 Here is a great example of it. Few years ago, an idol group gained much popularity in Japan. The member of the group is composed of 48 young girls and the name of them is “AKB48.” AKB is an abbreviation for Akihabara, which is one of the name of places in Tokyo, Japan. So the meaning is 48 girls who mainly based their activity in Akihabara. By the way, Akihabara is very famous as “a holy place” of Otaku.

There is some certain reasons why they became so popular and sold millions of CDs in the times which is very hard to sell CDs because of the improvement of new music mediums. To tell this topic, Yasushi Akimoto is the essential person who is the manager and producer of AKB48. He is the leader of great success by targeting Otaku.

1.     Differentiation and concentration strategy

When AKB48 debuted in a small theater in Akihabara at 2005, the main stream of music in Japan is materially different from what is called Japanese idol songs. There were a lot of men’s bands, talented singers who were popular for wide generations in Japan. In such a times, AKB48 could be the remarkably existence just because of they are a group of young and ordinary girls. In addition, Yasushi Akimoto narrowed a targets to Otaku in Akihabara, not all over Japan.

2.     “Direct” marketing and breaking a stereo type of CD

As you can read, there are 48 girls in AKB48. Such a big group, isn’t it? Also there are a general election once in a year to decide who can be the center person when they performance to sing and dance. So most of all their fans choose their most favorite girl and support them by buying their CDs, Albums, or goods such as posters or pictures and visiting the concert frequently. By doing these things, Otaku feels like as if they dedicate to their favorite girl directly. As for the second reason that their CDs are selling well, is related to the handshake event. Usually, the CDs of AKB48 comes with a handshake event coupon. So, if you buy the CD, at the same time you can get the right to meet with your favorite member and handshake with her. I think this idea is the most innovative because no one had never do these kind of sales marketing in Japan as far as I know. As a result of sales of this CD with a coupon, numerous people especially men buy it to meet and handshake with AKB48.

 

 

 

 

 

3.     Franchise and international strategy

As stated above, AKB means Akihabara which is the part of city of Tokyo. After the big hit of AKB48 not only in Akihabara but as well as throughout Japan, Yasushi Akimoto made sister group all around in cities of Japan and Asian countries. For example, HKT48 mainly active in Hakata where is the biggest city in the south side of Japan. JKT48 and SNH48 active in Jakarta, Indonesia and Shanghai, China. Therefore we can say that he found and developed a niche market very well.

 

 For these reasons, he got the music economy in Japan moving by his carefully drawn-up plan to promote AKB48 to Otaku. On the other hand, he is criticized that he broke the value of the CD because AKB48’s fans just want the coupons so after they got it, they throw away mass CDs. That’s might be true, but anyway one thing is certain without doubt that he is a great strategist of marketing.

 

Source: http://ameblo.jp/kit-revo/entry-11461340233.html