On November 26, 2024, GMP held its 5th Forum of the academic year at the office of Dentsu Inc. in Shiodome, Tokyo. The event provided a unique learning experience for GMP students through hands-on collaboration and interaction with professionals in the advertising industry.
In preparation for the forum, Dentsu presented the students with a case study designed to tackle real-world business challenges: “Food manufacturer X is considering developing products using eco-friendly materials in line with the Sustainable Development Goals (SDGs). Please devise a business strategy, product concept, and marketing plan for launching these products in Southeast Asia.”
The GMP students dedicated significant time and effort to the assignment. On the day of the forum, two teams delivered their original proposals.
The first team identified a gap in the Vietnamese market, focusing on the lack of products catering to lactose intolerance and dairy allergies, as well as the growing health consciousness. They proposed the development of plant-based powdered milk made from cashew nuts, targeting both the child-rearing generation and the elderly. Their strategy emphasized building brand strength by highlighting the security and high nutritional value associated with Japanese-made products.
The second team proposed the creation of eco-friendly straws made from rice protein, inspired by Vietnam’s coffee culture and growing sustainability concerns. By leveraging local sourcing and digital transformation (DX) to offer cost-effective, high-quality products, they aimed to foster economic and cultural exchange between Japan and Vietnam while enhancing the brand value of their product.
Dentsu employees praised both teams for their “innovative ideas” and “broad, comprehensive approaches.” However, they also identified areas for improvement, particularly in time management and the level of detail in the business proposals. Some key suggestions for improvement included:
- Deepening the understanding of local culture and market dynamics and accurately identifying the challenges faced by local communities when expanding into international markets.
- Depending on the business strategy, it can be crucial to develop symbolic ideas or attention-grabbing initiatives that resonate with people and generate short-term buzz.
- Continuously refining strategies based on real-market feedback through the PDCA (Plan-Do-Check-Act) cycle, ensuring that these improvements align with long-term business outcomes and growth.
In addition to the feedback on the presentations, the introduction to Dentsu’s business and the follow-up discussions with employees offered the students a deeper understanding of the vital role of the advertising industry in modern society. They learned that effective advertising requires identifying the core essence of a product or service, understanding the deep psychology and needs of the target audience, and transforming these insights into impactful, concise messages, whether through words, visuals, or videos. Inspired by these lessons, many students realized that advertising is about “discovering possibilities” – not just promoting products but uncovering what resonates with people and creating new value for today’s world.
During the office tour and subsequent discussions with Dentsu employees, the students were struck by the company’s warmth and hospitality. The friendly, open atmosphere throughout the visit made them feel comfortable engaging with the staff and asking questions. The students were truly grateful for the opportunity and appreciated the heartfelt thanks expressed by the Dentsu team, which further highlighted the generosity and appeal of the company.
Reflecting on the visit, third-year GMP student Nonoka Tsuboi shared: “This visit deepened my understanding of the potential and significance of the advertising industry. It also served as a valuable opportunity to reflect on my own career aspirations. I am deeply grateful to Dentsu for providing us with such an enriching experience. The lessons I’ve learned will guide me as I work toward my future goals.”
The GMP team extends its heartfelt gratitude to Dentsu for hosting this invaluable learning opportunity and for inspiring the next generation of potential global leaders.
