{ "docId": "019dd923-622b-71dc-a6dd-6dd6e7ce8a5d", "docSlug": "cf721953f722", "documentTitle": "Kao Corporation (4452.JP)", "authorId": "25_Oasis_Management", "authorName": "Oasis", "documentKindSlug": "activist-deck", "documentKindLabel": "Activist deck", "sourceTypeSlug": "activist_investor", "sourceTypeLabel": "Activist investor", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.7777778, "pageNumber": 27, "pageCount": 96, "prevPage": 26, "nextPage": 28, "slideType": "expose_contradiction", "function": "expose_contradiction", "density": "dense", "nDataPoints": 0, "notes": "The slide uses screenshots of social media accounts and podcasts to contrast the client's inactivity with competitors' active content marketing.", "elementsJson": [ "headline_text", "subtitle_text", "paragraph", "screenshot" ], "metadataConfidence": 1, "imagePath": null, "slideHref": "/slides/019dd923-622b-71dc-a6dd-6dd6e7ce8a5d/27", "deckHref": "/decks/019dd923-622b-71dc-a6dd-6dd6e7ce8a5d", "deckJsonHref": "/decks/019dd923-622b-71dc-a6dd-6dd6e7ce8a5d.json", "deckAnchorHref": "/decks/019dd923-622b-71dc-a6dd-6dd6e7ce8a5d#slide-27", "components": [ { "bbox": null, "kind": "callout", "text": "花王のブランドはブログ・ポッドキャスト・ロコミ・YouTubeにおける広告（インフォマーシャル）などが全般的に不足している結果、特に認知度の低い海外において、同社ブランドに対する消費者の関心を掻き立てる施策が不十分だと、オアシスは考えます。", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd953-3f3e-76f7-b9da-8680b14ec3c9", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.25, "w": 0.43, "x": 0.53, "y": 0.41 }, "kind": "image", "text": "CeraVe podcast and blog screenshots", "attrs": null, "subkind": "screenshot", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "30ae709d-c3cb-4f10-a280-fb35fa38c183", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.48, "w": 0.43, "x": 0.06, "y": 0.41 }, "kind": "image", "text": "Curel and Cetaphil social media screenshots", "attrs": null, "subkind": "screenshot", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "974df15c-adb3-4c21-bbd1-6b906335551b", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.43, "x": 0.53, "y": 0.71 }, "kind": "paragraph", "text": "花王のブランドはブログ・ポッドキャスト・ロコミ・YouTubeにおける広告（インフォマーシャル）などが全般的に不足している結果、特に認知度の低い海外において、同社ブランドに対する消費者の関心を掻き立てる施策が不十分だと、オアシスは考えます。", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "71ad62da-7eb4-4ed0-ba4d-668fc3107b05", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.43, "x": 0.06, "y": 0.21 }, "kind": "paragraph", "text": "キュレルのLINEアカウントには1件しか投稿がないうえ、掲載されているYouTubeへのリンクは壊れています。急成長を遂げる国外のライバルであるセタフィルはLINEアカウントをフル活用し、開設しているすべてのSNSアカウントへの誘導を行うほか、収益機会を追求すべく3種類の国内ECサイトへのリンクも掲載しています...", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "8ac43d11-8af2-4416-aa00-0285e035d55c", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.43, "x": 0.53, "y": 0.21 }, "kind": "paragraph", "text": "ロレアルやガルデルマといった競合は、コンテンツ制作という効果的な戦略を通じ、消費者に対して新たな情報・学び・エンタメを提供した結果、最終的に成長著しいダーマ化粧品業界におけるさらなる収益成長を促す戦略を活用しています。", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "c2f02e29-de14-494e-aa4b-2d525de7123a", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.02, "w": 0.2, "x": 0.06, "y": 0.96 }, "kind": "source-note", "text": "出典：LINE、YouTube、Apple Podcast", "attrs": null, "subkind": null, "toolName": null, "toolSlug": null, "confidence": null, "componentId": "9eac5990-bb33-4ead-ad55-6c9f1732e958", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.04, "w": 0.45, "x": 0.06, "y": 0.12 }, "kind": "title", "text": "デジタル戦略 - 競合と比べて見劣りする", "attrs": null, "subkind": "action-title", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "4a1014b4-09ee-463f-8b63-67046ca76a42", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.07, "w": 0.45, "x": 0.06, "y": 0.04 }, "kind": "title", "text": "2. 戦略を欠くマーケティング", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "ba48f94b-a361-49b3-8163-6ed49c3d59f1", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [], "frameworks": [ { "name": "contrast-pairs", "slug": null, "matchId": "69bbd3cf-bfee-42e2-871f-448b7596cc39", "evidence": "Contrasting Curel's lack of digital strategy with competitors' robust content marketing.", "confidence": 0.9 } ], "arcBeats": [ { "to": 40, "from": 21, "beatId": "4ce5a49a-58c1-48cf-bd74-e185bf848877", "arcName": "Problem-Agitate-Solution", "arcSlug": "problem-agitate-solution", "beatName": "Agitate (Make it worse)", "beatSlug": "problem-agitate-solution-agitate-make-it-worse", "evidence": "The deck highlights the consequences of Kao's problems, including a lack of growth and insufficient marketing investment.", "position": 1, "confidence": 0.9, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }