AEON’s private brand (PB) “Topvalu” will celebrate its 50th anniversary in 2024. Aeon has been supported by a “value proposition” that national brands (NB) cannot provide and a “price strategy” that offers the same or better quality as NB but at a reasonable price. Sales in fiscal year 2023 will surpass the 1 trillion yen mark, and it aims to reach 1.1 trillion yen in fiscal year 2024. One of the major factors supporting the development of strong PB products is marketing research.
As the first phase, “Kraft Cola By19 Nineteen” and “Craft Ginger Ale By19 Nineteen” will be launched in September 2023. In November of the same year, it launched its second series of seven products, including “Mystery Grenadine Grapefruit Tea” and “Ambiguous Earl Grey Lemonade” “Piao W Citrus Suede.”
In the second phase, it was conscious of emotional value, such as a sense of security that accompanies their feelings and a sense of crush that makes them want to take a picture of themselves. The unique wordings and packaging, such as “enigmatic,” “ambiguous,” and “aloof,” as well as having people choose flavors according to their mood or the occasion they want to drink, were born from qualitative research with Generation Z.
Following the success of 19 Nineteen, Topvalu released a series of products for the MZ generation. On March 19, 2024, it launched “Tokimek Snack Club Series” and on 26th, 2024, the beverage “BAR-ish” for Generation M as a follow-up series to 19 Nineteen.
Mr. Tsujimori says, “The ideal is to increase the number of customers who say, ‘Let’s go to Aeon because of Topvalu.’ To achieve this, we believe that more customer resolution is needed. We would like to continue to produce many products that uncover the latent needs of our customers.
Related Articles
Marusanai relaunches “Soymilk Yogurt 400g made with domestic soybeans” as a functional food
[Press Release] Announcement date: August 1, 2024 <Lactic acid bacteria are also derived from plants! The "Soy Milk Yogurt" series has seen an increase in shipments for 13 consecutive years> "Soy milk yogurt made with domestic soybeans" A functional food that...
“Horoyoi ” New release for a limited time
Suntory Limited will launch "Horoyoi (Netflix Cola Sour)" nationwide for a limited time from Tuesday, November 5th. The Horoyoi brand is a long-selling brand that has been supported by customers of all ages since its launch in 2009 as a drink with a mild taste and an...
The popular refreshing taste of Morinaga Aloe Yogurt has been transformed into snacks!”Hi-Chew Premium “, “Large Ramune “, and “Morinaga Aloe Yogurt Flavor Sandwich Cookies”will be released on Tuesday, October 22nd.
Morinaga & Co., Ltd. (Shibaura, Minato-ku, Tokyo; President and CEO: Eijiro Ota) will release three new products in collaboration with Morinaga Milk Industry Co., Ltd.'s (Higashi-Shinbashi, Minato-ku, Tokyo; President and CEO: Yoichi Onuki) popular product...