Cook Do Oyster Sauce: Category and Brand Entry Points
This episode discusses the marketing strategy behind Ajinomoto's "Cook Do Oyster Sauce Genkai-men" (Limit Noodles) campaign, which aims to expand the use of oyster sauce beyond traditional stir-fries.
It introduces two key marketing concepts: Category Entry Points (CEP), which refer to the moments consumers realize they need a certain product category, and Brand Entry Points (BEP), the subsequent stage where consumers decide which specific brand to choose.
The "Genkai-men" pop-up restaurant, offering cheap meals, targeted consumers experiencing financial and time constraints, serving as a CEP…
The skinny
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