Product differentiation through 100% domestically produced rice and “Yukiminori”

「原料米の調達環境が厳しさを増すなか、改めて当社の「日本のお米100％使用」という価値をお客様にお伝えするため、「お米となかよし」をキーワードとしてブランドイメージアップに取り組むとともに、認知度の向上に繋げるための情報発信に努めてまいります。」

「なお、天候不順による特定米穀の払底が喧伝されるなか、当社においては契約栽培により国産原料米の安定確保ができており、当社の強みとして強調することで、「お米となかよし」をキーワードにしたブランドイメージの浸透に繋げたいと考えております。」

「The Marketing Division continued to differentiate its offerings through proposals for displays highlighting “100% Japanese rice,” while strengthening sales of “バンザイ山椒” and “バター餅,” which feature appealing packaging, in addition to its core standard products (TOP7).」

「マーケティング部門では、引き続き「日本のお米100％」をアピールした売り場提案等の差別化を進め」

「引き続き「日本のお米100％」をアピールした売り場提案等の差別化を進め」

「In the Sales Division, we continued to pursue differentiation, including in-store proposals highlighting the high quality of 100% domestically grown rice, and focused on expanding sales of TOP 6 products such as the core 「田舎のおかき」 and 「岩塚の黒豆せんべい」. We also addressed demand for at-home drinking through 「大人のおつまみ」 and reduced packaging materials through slim packs, working to strengthen sales.」

「In the sales division, we continued to pursue differentiation, including retail proposals prominently highlighting the use of 100% domestically produced rice. We added the new product 「黄金揚げもち」 to core products such as 「岩塚の黒豆せんべい」 and 「田舎のおかき」, designated as the TOP 6, and focused on strengthening sales.」

「TOP６ブランドについては、強みに特化した施策により売上金額は前年に比べ５億91百万円（前年比5.7％増）増加し、売上構成比も50.6％（前年は48.2％）となりました。」

「In the Sales Division, we pursued differentiation by promoting the use of 100% domestically grown rice, broadly rolled out seasonal products made with freshly harvested rice to highlight their freshness, and worked to embed the deliciousness of the 岩塚 brand. We also focused on expanding sales of TOP 6 products, including 「田舎のおかき」 and 「岩塚の黒豆せんべい」.」

「営業部門では、国産米100％使用をアピールした売場づくりを工夫するなど価格外での差別化を強化し、引き続き岩塚ブランドの浸透に努めるとともに、特にＴＯＰ６商品の伸長に注力してまいりました。」

「In the Sales Division, we continued to strongly promote the use of 100% domestically grown rice to strengthen our differentiation strategy from competitors, and focused on expanding TOP 6 plus baby products.」

「原料米事情が厳しい中にあっても国産米100％使用にこだわり、その優位性を確立し差別化を図ってまいります。ＴＯＰ６＋ベビーに集中・強化し、新しい米菓売場拡大に挑戦してまいります。」

「In the Sales Division, we strengthened our differentiation strategy from competitors by highlighting the use of 100% domestically grown rice and worked to strengthen our Top 6 products. We also broadly rolled out products made with freshly harvested rice and sought to further enhance the 岩塚 brand by strongly promoting the seasonal freshness of domestically grown rice.」

「In the Sales Division, we continued to highlight the use of 100% domestically grown rice and worked to strengthen our Top 6 products. We also sought to enhance the 岩塚 brand by providing customers with products focused on quality value, including 「こしひかりの味しらべ」 made with Uonuma-grown Koshihikari rice and the 「岩塚のかきもちシリーズ」, carefully produced using glutinous rice from Niigata Prefecture.」

「To commemorate the 40th anniversary of its launch, we released 「こしひかりの味しらべ」, made with 100% Koshihikari rice from Uonuma, and 「田舎のおかき青のりわさびプレミアム」, made with carefully selected ingredients including 100% glutinous rice from Niigata Prefecture, seaweed from the Setouchi region with a rich marine flavor, and wasabi from Azumino, Nagano Prefecture. These premium products were each sold for a limited time and were well received.」

「In the Sales Division, we have maintained our commitment to domestically grown rice and focused on expanding sales of our core products. We have also sought to increase awareness of the 岩塚 brand and revitalize rice cracker sales outlets by broadly rolling out a promotional campaign featuring 新之助, Niigata Prefecture's new branded rice, and products made with freshly harvested rice.」

「In the Sales Division, we have maintained our commitment to domestically grown rice and focused on expanding sales of our core products, while broadly rolling out products made with freshly harvested rice to increase awareness of the 岩塚 brand.」

「In terms of net sales, we have continued to seek to increase awareness of the 岩塚 brand by maintaining our commitment to domestically grown rice and focusing on expanding sales of our core products.」

「新米のもち米が収穫できるこの時期に期間限定で田舎のおかきシリーズ、大袖振豆もちシリーズの６品に新米を100％使用することで「旬」を強く訴求する」

「新米セールとして、主力商品を対象に平成28年産の新米を100％使用したキャンペーンを実施し」

「国産米にこだわり、主力商品の拡販に注力することで岩塚ブランドの認知率アップを目指してまいりました。」

「「国産米100％の生地」と、そのこだわりの生地を最大限に生かした「味付」を当社グループが考える「おいしい米菓」と位置づけ、お客様の意見を反映した差別化商品の開発に取り組んでまいりました。」