KG NEWS  &  EVENTS

School of Business Students Launch Halloween-Themed Products - A Collaborative Effort with Major Department Store, Daimaru

Public Relations Office        November 2, 2017

Students in the seminar course led by Professor Junya Ishibuchi, who specializes in marketing research and consumer behavioral theory at the School of Business Administration, partnered with Daimaru’s Umeda location to develop Halloween-themed sweets, side dishes, bread, restaurant menu items and more products, in keeping with the season.

Some of the designs

Some of the designs

Based on Daimaru Umeda’s desire to make their Halloween “have more impact and laughs, and become a hot topic of conversation,” the Ishibuchi seminar course students began developing their products in the spring, theming them around the ideas of “cute and dreamy“ and “cute and shocking.” The students utilized the knowledge they gained at university, and conducted marketing research primarily targeted at housewives.

Sweets on sale

Sweets on sale

The students presented initial product proposals, concepts and prices, based on the results of their inquiries. At their taste test meeting in August, they boxed up the products they made based on their plans, and while they spoke to Daimaru Umeda employees, as well as the presidents and bakers of the tenant businesses, they searched for points they could improve. Through continued trial and error, the students were able to create products that were both “unique” and “sellable.” Before the products went on sale, they were the subject of media attention for the high level of commitment that went into making them.

Students in their costumes

Students in their costumes

This year, Osaka Bunka Fashion College joined the project as a new addition, managing the costumes to be worn by the seminar students and Daimaru Umeda employees.