経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

「ハイイメージ付き大衆商法」という視点を持つ。

投稿日:

こんにちは。NISHIです。

我が愛すべき広島東洋カープ。
野球に興味のない方にとっては
馴染みのない「カープグッズ」ですが、
最近、かなり充実しています。

たとえば、コレ。2017年モノ。

http://grass-ex.jp/Lo30/11381

テーマは「ワンコイン」ですが、
シャレが効いてて面白い。
3色ボールペンで「赤」だけって(笑)

それに「ワンコイン」ですから
お土産にもいいですよね。
こういったモノもあれば。
こんな「高単価なモノ」もあります。

http://grass-ex.jp/Lo30/21381

単価高め。
こちらもシャレが効いている。
テストマーケもできるし
売り切れ間やプレミア感も
演出できる数量設定もいい、
センスも案外いい。
微妙にいいラインをついているような
気がするのは私だけでしょうか?

あと、コレ。

http://grass-ex.jp/Lo30/31381

扇風機はこれまたシャレが効いてて
いい感じではありますが、
ブランケット、センスよくないです??

カープグッズって、
赤の発色やデザインがかなりいい。
ファンの欲目というわけでもなく、
12球団の中でも一番センスがいいのでは
ないかと思います。


ここで押さえておきたいのは、

昔、野球グッズはダサかった
———————————-

ということ。
特に某関西球団のグッズって
相当マズかったと思います。

大衆向けの商品である野球グッズ。
そこに「デザイン性」が加わった。
つまり、センスがよくなったんです。

「デザイン性」によりリパッケージされ、
昔からの野球グッズがリバイバルしてきた。

これを船井流的に言い換えますと、

「ハイイメージ付大衆商法」

といいます。

船井さんのパッケージ提案は
ほとんどコレです。

たとえば、軽未使用車専門店。
大半の方は足を踏み入れたことも
ないかと思いますが、
文字通り、「軽の未使用車」に
絞った車屋さん、専門店です。

カフェ風で明るい店内、
明るいキッズスペースなどなど、

従来の

「暗くて足を踏み入れにくい」

という車専門店のイメージを覆し、
少しばかりセンスよく組み直すことで、
思いっきり大衆寄りに
入りやすく設計されているわけです。

カープグッズも言い換えると、
デザイン性によりリパッケージされた
「ハイイメージ付き大衆商法」と同じ。

世の中の商品はいまだに、
大昔に舩井幸雄によって開発された
この「ハイイメージ付き大衆商法」を
使って商売しています。

この商品は何のリバイバルか?
何をもってリパッケージしたのか?

という、
ハイイメージ付き大衆商法の視点を
持って改めて商品を見ると
面白いかもしれません。

では。

NISHI

-日記

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