Establishing a “Third Force” Through Emotional Marketing
First written in FY2016. 4 of 9 entries say "Advanced", first in FY2017-Q1. Latest entry: FY2024.
12 other companies' latest entry also says "Advanced".
- FY2024AdvancedAnnual report
「We will continue developing fans by returning to the roots of emotional marketing, a strength of the BESS business, which creates markets by appealing to the sensibilities of potential customers. We will also strengthen our sales capabilities by adding further skills development and encouraging qualification acquisition to our existing sales training programs.」
The company continues to position emotional marketing as the foundation for building a fan base and has made its sales-strengthening measures more concrete by adding skills development and qualification incentives to its sales training. New visitor numbers were 15.7 thousand, up 16.5% year on year. - FY2024-Q2AdvancedAnnual report
「At the same time, we launched new brand promotion initiatives, including the use of new presentation methods to introduce this product on the BESS website.」
For emotional marketing and brand enhancement, the company began website-based brand promotion using new presentation methods to introduce new products. - FY2023RestatedAnnual report
「Regarding an early recovery in performance as its highest priority, the company is returning to BESS’s original strengths, including emotional marketing, market pricing and cultivation-style sales,」
The company reconfirms its view that emotional marketing, as an original strength of BESS, should be central to the recovery in performance and business rebuilding. - FY2021RestatedAnnual report
「Under the slogan “Enjoy life rather than simply live in it,” our group has continued to consistently provide distinctive, nature-oriented homes that enable fulfilling lifestyles through the BESS business. By engaging the “sensibility market” with the BESS brand built to date, we aim to expand our share of the housing market.」
The company reconfirms its direction of expanding the BESS brand and its housing market share by engaging the sensibility market. - FY2019ReframedAnnual report
「“Promoting emotional marketing”—Since our founding, we have promoted “emotional marketing,” based on the view that once consumer society matures and goods become abundant, an “era driven by sensibility” will emerge.」
In addition to the conventional expression “third pole,” the company explains a framework for practicing emotional marketing at every customer touchpoint, from public relations and advertising, LOGWAY, customer service, handover and after-sales service. - FY2018RestatedAnnual report
「We will establish a “third pole” by providing the “soft” aspect of lifestyles on the premise of enhancing the “hardware” through BESS products, and work to improve confidence in the BESS brand and strengthen its product offering in an era driven by sensibility.」
The company reconfirms its policy of pursuing a “third pole” that provides value encompassing lifestyles, without aligning with either high-performance housing or low-cost housing. - FY2017-Q3AdvancedAnnual report
「As a new product initiative, we developed IMAGO, BESS’s “hut” log product, “The Third Place IMAGO” (Note), based on the concept “Small Space, More Time,” and began sales in October 2016. Rather than developing a physical hut as a product, the aim is to create experiences around what people can enjoy through the hut and develop a new market.」
The company is advancing emotional marketing that offers ways of living and enjoying life into a concrete product rollout through the full-scale launch of IMAGO. - FY2017-Q1AdvancedAnnual report
「As a new product initiative, we developed IMAGO, BESS’s “hut” log product, “The Third Place IMAGO” (Note), based on the concept “Small Space, More Time,” and will begin taking advance orders in August 2016. Rather than developing a physical hut as a product, the aim is to create experiences around what people can enjoy through the hut and develop a new market.」
The company is translating emotional marketing that offers ways of living and enjoying life into the development of new products and the cultivation of new markets. - FY2016First statedAnnual report
「We will establish a “third pole” by providing the “soft” aspect of lifestyles on the premise of enhancing the “hardware” through BESS products, and work to improve confidence in the BESS brand and strengthen its product offering in an era driven by sensibility.」
The policy is to provide brand value encompassing lifestyles, without aligning with either high-performance housing or low-cost housing.