#Japan #Tokyo #Morinaga #Synergy Marketing #DX BOOSTER

Accelerating Digital Transformation at Morinaga Milk Industry

Introduction

In the constantly evolving world of digital marketing, companies must adapt swiftly to changes to remain relevant. Morinaga Milk Industry, a leading Japanese dairy company headquartered in Tokyo, has embarked on a significant digital transformation journey, particularly in its home delivery business. By collaborating with Synergy Marketing, a company based in Osaka, Morinaga aims to streamline its internal communications and enhance its marketing strategies through the implementation of the "DX BOOSTER" training program.

Background and Challenges

As Morinaga Milk Industry pursued a cross-departmental digitalization initiative, it encountered several challenges:

1. Need for Sustainable Practices: The company recognized the necessity of having its own metrics for evaluating the effectiveness of initiatives and setting benchmarks.
2. Lack of Common Language: Communication across departments and between headquarters and branches was hindered by a lack of a shared vocabulary, making it difficult to articulate the purposes and significance of various schemes.
3. Maximizing Initiative Effectiveness: Morinaga sought solutions that would help them maximize the impact of their initiatives.

Implementation: Practical Training Tailored to Diverse Challenges

To address these challenges, Morinaga Milk Industry implemented the "DX BOOSTER" program—a hands-on marketing training course designed to resonate with the realities of the field. Over the course of one year, it brought together not only project members but also participants from both headquarters and various branches:

• - Workshops Utilizing In-House Services: Focusing on their home delivery service named "Kenko Support Delivery," participants engaged in structural analysis and customer understanding using practical frameworks.
• - Creating a Common Marketing Language: Teams from various departments and divisions came together to acquire a customer-centric mindset, sharing terminology and metrics crucial for success.
• - Systematic Learning of Digital Marketing: The training covered essential areas including advertising, SEO, CRM basics, effectively utilizing GA4 (Google Analytics 4), and understanding KGI/KPI setups, as well as measuring and improving results.
• - Supporting Autonomous Decision-Making: The program trained participants to independently assess the validity, cost-effectiveness, and strategic alignment of marketing initiatives without relying on external proposals.

Outcomes: Establishing a Unified Language and Autonomous Marketing Organization

As a result of the training conducted, Morinaga Milk Industry achieved several key outcomes:

• - Increased Common Language Proficiency: Discussions across various departments became smoother, leading to faster decision-making processes.
• - Formation of an Autonomous Organization: The company established a framework to independently identify issues and improve strategies, fostering an environment where self-driven initiative thrives.
• - Enhanced Proposal Development Skills: Participants learned to implement data-driven decisions, enabling them to manage continuous improvement cycles effectively.
• - Customer-Centric Conversations: Utilizing persona and customer journey mapping allowed for in-depth discussions focused on essential improvements.

Voices from the Project Team

Key members from Morinaga expressed their enthusiasm about the impact of the training:

"Department heads and veteran employees actively participated, inspiring younger staff. We've built a culture where we can discuss digital matters with a common language across all ages and roles, significantly accelerating organizational understanding. The training on GA4 not only covered analytical methodologies but also involved analyzing real-time site metrics, which was surprisingly detailed and practical."
— Okano, Morinaga Milk Industry

"The definitions we established during the customer journey discussions are now naturally incorporated into our conversations, allowing us to apply what we learned to improve our website. I feel this training has laid the foundation for an effective marketing strategy tailored to Morinaga's delivery business. The tangible application of knowledge and skills into actionable strategies feels like a tremendous achievement."
— Suzuki, Morinaga Milk Industry

About DX BOOSTER

DX BOOSTER is a marketing talent development service provided by Synergy Marketing. It offers practical training programs tailored to corporate needs, focusing on hands-on experiences related to company products and customer interactions. By facilitating cross-departmental collaboration and nurturing marketing intelligence geared towards results, it aims to support business growth. Additional capabilities are available through the "DX BOOSTER+" service for digital marketing practitioners to enable data-driven decision-making.

Company Overview

Synergy Marketing, founded in September 2000, is committed to fostering better relationships between consumers and businesses through advanced digital marketing experiences. With over 20 years of leadership in the CRM market, the company's approach to digital marketing encompasses a comprehensive strategy addressing various organizational challenges and ensuring continuous growth for clients. For inquiries regarding digital marketing support, contact us here.