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2014年1月30日 (木)

国際緊張下の中国、国内政争のタイの市場でも、江崎グリコ製品の好評

弁理士 佐成 重範 Google検索 SANARI PATENT

B Site http://sanaripatent.blogspot.com

R Site http://plaza.rakuten.co.jp/manepat

Twitter http://twitter.com/sanaripat

ポッキーなどブランド開発の高打率と、内外国域の諸特性に即応する味覚の深耕により、江崎グリコの業績は続伸し、同社株は昨年初来高値を更新して1426円を付け(2014-01-29高値)、昨9月安値870円の63.9%高に及んだ。既に江崎グリコは、「チョコ、スナック等の菓子メーカー大手。乳製品、畜産品にも強み」と特色付けられ(会社四季報)、「菓子ポッキーなど高採算のロングセラー品が好調。円安効果で、中国が想定超。猛暑で冷菓も寄与。市場成長中のヨーグルトも続伸。タイでの増産でポッキー展開が着実」と高評価されている(同)。加えて、「ハムなど畜産品を整理し、経営資源を海外や乳業などの成長分野に重点投入、工場再編する(同)」など、選択と集中の経営戦略が的中している。

佐成重範弁理士所見→「キャラメル」という一般名を知らない世代が大勢だが、企業ブランドとしてのグリコも、グリコーゲンキャラメルから略してグリコキャラメルの商品ブランド案を、全く新しい栄養菓子の創成を期してグリコとしたこと、大ヒット商品ブランドのポッキーも、テクテク歩きながら食べるチョコスナックとして「チョコテック」であったのを、ポッキンの響きからポッキーチョコレートになったことなど、企業ブランドの確立・商品ブランドの開発における創意の活発が奏功している。

(訂正の御要求は sanaripat@gmail.com にご送信ください)

« 総合金融機能のリコーリース、経済成長路線の展開に即応 | トップページ | エネルギー制御イノベーションのグローバルな進捗下、コーセルの活況 »

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