Int cm team140
- 1. International Consumer Management Prof. ROY LARKE Alcohol for youth JapaneseTeam 14008BN006A AWAYA RIKA08BN034K KAZIRO HISASHI08BN100Z HATSUSHIBA AI
- 2. Outline1. The changing of Nomikai2. The decline of consumption of Alcohols3. The changing of communication 4. The movement of drinking style5. Conclusion
- 3. From the lecture of ICMThe lecture “Consumer and Culture” “Culture” is defined “the sum total learned beliefs, values and customs”Japanese culture would be defined “Tatemae, Gaman, NenkoJoretsu. ” -> We think those appear Nomikai, and Nomikai would be one of the Japanese cultures.
- 4. What is Nomikai?Company events On the premise that all member take part in. The purpose is to promote a friendship with boss or subordinate eating and drinking.“Nominication” or “First orders are Beers”were occuredNomikai. But it is said that Nomikai is changing and the consumption of Alcohol is declining.
- 5. Restraint for drinkerChanging of drinker’s of conscious is one of the causes. Alcohol is bad for body. People who care their health recreas.Some drink-drivers occurred miserable car accidents. From those, restraints for drinkers become strong and the images of Nomikai become worth.Inaddition, half of people don’t like Nomikai.Those are reasons that young people do not join Nomikai actively.
- 6. What youths like?Saving money for the future.They are anxiety future of Japan because they hear depression news everyday.Sweet tastes alcohols.There are many alcohols and they can choose tastes.Low alcohol contents.Youths like alcohols content of about 3% (Older like about 6%) Drinking time change Youths :PM10:00 or PM11:00～ Older : PM8:00～
- 7. Percentage of young people consumptionThe consumption as a whole is decreasing.
- 8. Young people tend to be saving persons.
- 9. In fact,22.9% of young people who do not drinkalcohol want to save money. automobile-relatedCommunication chargebicyclebeertotal
- 10. Consumption of alcoholThe consumption of all alcoholic beverage is decreasing since 2000s.Beer is declining greatly, but shouchu is a little increasing. ->because of the popularity of chu-high
- 11. New Style ofNomikaiRecently, “Web Nomi” is popular between youth Japanese.This is a sales promotion of SUNTORY.Web Nomi means drinking with chatting.Why Web Nomi become popular?Saving Changing consumers’ tastes
- 12. The Effect of communication meansJapanese people, especially young people, are shifting from a vocal communication to new communication tools.It is not important for the younger to communicate thorough drinking.
- 13. How will goes youth drinking culture in the future?Today, young peoples are given choices about drinking freely. They do not have to drink forcibly.How will goes the young drinking culture in the next 10 years?↓Additional intensifications of Bipolarization ＆Diversification
- 14. BipolarizationYoung people can choose to drink or not to drink more freely without any compulsion.They do not have to mind anything even if they are with their senior or boss in Nomikai.Choices of drinking or no-drinking will be intensifying more and more.In a situation of Nomi-kai
- 15. DiversificationThe changes of tastes among young people and social custom bring various choices about drinking to young people.
- 16. Young consumers’ tastes are diversifying increasingly.
- 17. Many companies started to release new tasty alcoholic beverages for young consumers.Today’s popular products & new menuHighballFlavor Beer & Sweets BeerNew menu “Zyoshikai”
- 18. Conclusion…