5 Minutes Presentation.

I chose this for my presentation of Project 1.

Choya "Umeshu -Plum Wine-" Small Size

Who is "Choya" ?

Choya Umeshu Co. Ltd. is one of the Japanese fruit liqueur companies.

According to its history, the company founded in 1914 with making grape wine,

but they started their plum wine (Umeshu) in 1959.

The name of the company comes from a town called Choya, in Osaka.
"Cho" means butterfly, and "Ya" means arrow.
That is why their logo is "a butterfly has sharp wing"

Now, Choya has a great share of the Japanese plum wine market.

Also, they export their product, Umeshu, to more than 47 countries 

such as the US, China, Germany...

What is "Umeshu"

Choya's "Umeshu" is Japanese Plum Wine made from 100% Japanese Ume (plum).

Choya has several types of bottles by its size.

Upper: big bottle with plums

Lower: big bottle without plums

You can drink and enjoy it as you want such as straight, hot, or on-the-Rock

But the small bottle is specialized in straight.

Who is the Audience?

 Umeshu is loved both men and women, young and old.

But its majority of the audience is women.

Because of its sweetness and drinkability, Choya's Umeshu is pleased by them.

In Japan, by the way, Choya makes its TV commercial with actresses

15sec.

http://www.youtube.com/watch?v=odi21go78wU&feature=related

30sec

http://www.youtube.com/watch?v=u-9r9FkmG4U&feature=related

According to those commercials,

it is possible to say that Choya itself knows their target is women.

Competition

There are some kinds of Umeshu in the US liqueur market.

Top: "Akadama Plum Royale"

Left: "Plum Gekkeikan" by Gekkeikan

Right: "Kinsen Plum" by Kinsen

Those three are the example of Umeshu competition you can get in America.

Gekkeikan's design is OK, but the other two, especially Kinsen, are little bit boring.

Why I Chose Choya?

     Choya is one of the biggest Japanese liqueur companies as like Sapporo or Kirin in the Japanese market; also the audiences of the US can find and drink it on the US because it's exported.

     However, its packaging design is busy with its small typography and boring by its too simple bottle even though the main target is women customers. Also, because of the green colored bottle, Choya cannot appeal the inside of bottle; plum.

     In addition, the paper cover of small bottle is so weak to protect the products.

Strategy

1,  Make a simple, clean, and charming bottle.

   -Appeal customers, especially non- Japanese women, that they can drink it by straight.

   -To get more share on the US as an inported item.
   -Hint: perfume bottles

2,  Make a paper cover also simple, but has presence and toughness.

   -To protect grass bottles, and also appeal to women customers to get it easy.

3, Think about Cost
   - It's imported item, but cheap ($2).
   - Must think the new package same cost.