#Japan #Tokyo #Advertising #SalesPlus #MST Analysis

SalesPlus Unveils MST Analysis for Enhanced Brand Insights

In the rapidly evolving landscape of consumer goods, understanding brand value has become crucial for effective marketing strategies. SalesPlus, a Tokyo-based marketing solutions company, has officially launched its innovative MST Analysis framework designed to visualize and interpret brand value across three significant axes: product maturity, market share, and market trends. By leveraging real purchase data from across Japan, this framework allows brands to gain a more nuanced perspective on their performance and advertising potential.

Understanding MST Analysis

MST Analysis stands for Major, Share, and Trend. This unique analytical framework, developed by SalesPlus, serves as a pivotal tool for marketers and brand developers. It aims to capture a comprehensive view of a product's position in the market by correlating three levels:

• - Major (Product Maturity): This component assesses the growth trajectory of a product since its launch, identifying at which stage of market penetration it currently sits. For instance, the analysis determines whether a product has crossed the critical threshold of adoption, ensuring marketers understand its journey from launch to present.

• - Share (Market Share): This axis evaluates the current share of a brand within its category. By measuring sales volumes relative to competitors, MST Analysis provides insights into each brand's strength in the marketplace and identifies gaps that can be exploited for further growth.

• - Trend (Market Trends): The final aspect of MST Analysis examines broader market trends. Using the example of non-alcoholic beers, it can compare the growth of associated categories, shedding light on consumer preferences, seasonal trends, and the overall market trajectory.

Real-World Application: Non-Alcoholic Beers

A recent application of MST Analysis involved a non-alcoholic beer brand. Here's how the analysis unfolded across each category:

1. Major: Within six months of launch, the brand achieved an approximate adoption rate of 11%. This places it in the latter half of the early adopter stage, just shy of the crucial 15% penetration mark.

2. Share: The analysis revealed a 2.5-point growth in overall sales within the non-alcoholic category, suggesting that there has been no cannibalization within the same brand. The insights confirm that there is still significant room for growth and expansion.

3. Trend: Notably, the non-alcoholic beverage market has experienced growth of approximately 114% year-on-year, outpacing traditional beer sales, which grew by about 111%. This finding underlines the importance of flavor profiles aligning closely with consumer tastes, emphasizing that merely promoting non-alcoholic alternatives is not sufficient without a strategic focus on taste and health trends.

The Future of Market Analysis

As the market continues to shift, staying ahead requires a dynamic approach to understanding consumer data. The MST Analysis framework allows teams to simplify complex data input, significantly reducing the likelihood of human error during analysis. SalesPlus commits to ensuring that all output from this automated system undergoes thorough examination by analysts to guarantee accuracy.

Insights from Leadership

Yoshihisa Ohura, Chairperson of SalesPlus’ Creative Division, stated, "MST Analysis is more than just a sales data analysis tool; it's designed to fundamentally understand the reasons behind product selection. This tool is indispensable in formulating effective advertising strategies. With MST, communication strategy development timelines are drastically reduced, and the efficacy of advertising campaigns is notably increased. Our application of MST Analysis has historically yielded a remarkable 400% return on sales."

SalesPlus aims to enhance marketing activities for manufacturers and retailers through transparent market visualization driven by real purchasing data. The company has plans to expand MST Analysis further to include detailed category reports and linked analysis of in-store initiatives such as digital signage and coupons.

Company Overview

• - Company Name: SalesPlus Co., Ltd.
• - CEO: Yasuyuki Enami
• - Headquarters: 8F Shiodome AZ Building, 2-6-6 Higashi-Shimbashi, Minato-ku, Tokyo
• - Established: April 2018
• - Capital: 510 million yen
• - Business Focus: Providing marketing solutions near purchase points
• - Website: SalesPlus