The story behind the success of "Marugame Udonuts"
Hypothesis thinking that combines intuition and data
"Marugame Udonuts" has sold over 3 million meals in the three months since its launch, making it the biggest hit product in the history of Marugame Seimen. How can the company continue to win by creating buzz with innovative ideas while maintaining a high-quality brand image?
This time, we have invited Katsuaki Nagumo, Executive Officer and CMO of Toridoll Holdings and Director of Marketing at Marugame Seimen, to talk about the behind-the-scenes success of Marugame Udonatsu and the strategies and thinking behind the company's sustainable results.
We will unravel the hypothetical thinking of Mr. Nagumo, who promotes "KANDO (emotion)-driven marketing," which combines intuition and data, and deliver the key points for achieving targeted, winning marketing.
*This event is exclusive to XICA MARKETING SCIENCE LAB members.
*Please register as a member before applying.
Recommended for:
- People who are interested in marketing strategies that combine sensibility and data
- Those who want to learn how to identify ideas that can lead to the development of hit products
- Those who want to learn hypothesis thinking from success stories
event program
| Time | content |
| 17:15-17:30 | Receptionist |
| 17:30-17:35 | opening |
| 17:35-18:30 | [Part 1] Seminar The story behind the success of "Marugame Udonuts" Hypothesis thinking that combines intuition and data |
| 18:30-19:20 | [Part 2] Lab -Q&A session |
| 19:20-19:30 | break |
| 19:30-19:55 | A social gathering |
| 19:55-20:00 | Closing |
*The program schedule is subject to change.
Speaker introduction
*Titles are as of the time of the event.
Mr. Katsuaki Nagumo
Executive Officer and CMO of Toridoll Holdings Co., Ltd.
and Head of KANDO Communications Division
Concurrently Director and Head of Marketing, Marugame Seimen Co., Ltd.
Graduated from Waseda University Graduate School of Commerce with an MBA. Has served as marketing manager for various brands at B2C companies such as Konami Sports and SAZABY LEAGUE. Joined TORIDOLL Holdings in 2018. Has been in his current position since 2022. Starting with "emotion (KANDO)," he promotes "emotion-driven marketing" that continuously increases the probability of being selected from both the aspects of emotion and data science. With a focus on improving brand power and customer experience (CX), he is committed to innovating and expanding marketing that continues to grow business and corporate value, from innovation through new value creation.
Yoshiaki Hirao
President and CEO of XICA Corporation
A graduate of Keio University, Faculty of Policy Management. Yoshiaki witnessed the banruptcy of his father's company, and this drove him to discover the potential of management support through statistical analysis in university. He founded XICA Co., Ltd. in February 2012. Based on his background in statistics and economics, he has provided extensive marketing consulting services to a number of major clients, and he has served as a product owner in the development of various products at XICA.
Event Outline
| Date | Thursday, October 2024, 11 14:17-30:20 (Registration begins at 00:17) |
| Venue | XICA Office Co., Ltd. Tokyo, Minato-ku, Roppongi 3-1-1 Roppongi T-Cube 14th floor |
| Entry fee | Free |
| Capacity | 30 *Please limit participation to two people per company. *If the number of participants exceeds the capacity, we may hold a lottery. |
| Target | Those who are engaged in marketing-related work at a business company (advertiser company) |
| Participation conditions | This event is exclusive to members of the community (XICA MARKETING SCIENCE LAB) run by XICA Corporation. When you apply to participate, you will be registered as a member of the community. Once you register, we will send you information and events related to marketing science. Please read below for an overview of the community. https://xica.net/marketing-science-lab/about-community/ |
| Application Deadline | 2024 / 11 / 10 (sun) |
Application
Applications are now closed.
