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class="hd-col is-right"> <nav class="hd-global-nav"> <ul class="hd-global-nav-items"> <li class="hd-global-nav-item"> <a href="/atcl/contents/feature/?i_cid=nbpnxr_header" class="hd-global-nav-link" data-atlas-trackable="pickupSeries"> <span class="hd-global-nav-cnt"> <i class="hd-global-nav-icon icon-special"></i> <span class="hd-global-nav-text">特集・連載</span> </span> </a> </li> <li class="hd-global-nav-item"> <a href="/atcl/search/?acd_open_flg=1&i_cid=nbpnxr_header" class="hd-global-nav-link" data-atlas-trackable="database"> <span class="hd-global-nav-cnt"> <i class="hd-global-nav-icon icon-data-base"></i> <span class="hd-global-nav-text">データベース</span> </span> </a> </li> <li class="hd-global-nav-item"> <a href="/atcl/seminar/?i_cid=nbpnxr_header" class="hd-global-nav-link" data-atlas-trackable="seminar"> <span class="hd-global-nav-cnt"> <i class="hd-global-nav-icon icon-seminar"></i> <span class="hd-global-nav-text">動画セミナー</span> </span> </a> </li> <li class="hd-global-nav-item"> <a 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class="local-navi-link"> <span class="local-navi-link-text">マーケ</span> </a> </li> <li class="local-navi-link-item"> <a href="/atcl/contents/theme/?nxr_e=F0281ヒット商品&i_cid=nbpnxr_navi" class="local-navi-link"> <span class="local-navi-link-text">ヒット商品</span> </a> </li> <li class="local-navi-link-item"> <a href="/atcl/contents/theme/?nxr_e=B0021新ビジネス&i_cid=nbpnxr_navi" class="local-navi-link"> <span class="local-navi-link-text">新ビジネス</span> </a> </li> <li class="local-navi-link-item"> <a href="/atcl/contents/theme/?nxr_e=C0172小売・EC&i_cid=nbpnxr_navi" class="local-navi-link"> <span class="local-navi-link-text">小売・EC</span> </a> </li> </ul> </div> <div class="local-navi-col is-right"> <ul class="local-navi-site-items"> <li class="local-navi-site-item"> <a href="/sp/trendy/?i_cid=nbpnxr_navi" class="local-navi-site-link"> <figure class="local-navi-site-img-box"> <img src="/images/bpcommon/logo/TRE.svg" alt="日経トレンディ" class="local-navi-site-img" /></figure> </a> </li> <li class="local-navi-site-item"> <a href="/sp/design/?i_cid=nbpnxr_navi" class="local-navi-site-link"> <figure class="local-navi-site-img-box"> <img src="/images/2021/common/img_logo_design.svg" alt="日経デザイン" class="local-navi-site-img" /></figure> </a> </li> <li class="local-navi-site-item"> <a href="/sp/ent/?i_cid=nbpnxr_navi" class="local-navi-site-link"> <figure class="local-navi-site-img-box"> <img src="/images/2021/common/img_logo_ent.svg" alt="日経エンタテインメント！" class="local-navi-site-img" /></figure> </a> </li> <li class="local-navi-site-item"> <a href="/sp/mj/?i_cid=nbpnxr_navi" class="local-navi-site-link"> <figure class="local-navi-site-img-box"> <img src="/images/2021/common/img_logo_mj.svg" alt="日経MJ" class="local-navi-site-img" /></figure> </a> </li> <li class="local-navi-site-item"> <a href="/sp/college/?i_cid=nbpnxr_navi" class="local-navi-site-link"> <figure class="local-navi-site-img-box"> <img src="/images/2021/common/img_logo_college.svg" alt="日経クロストレンドカレッジ" class="local-navi-site-img" /></figure> </a> </li> <li class="local-navi-site-item"> <a href="/sp/marketer/2024/?i_cid=nbpnxr_navi" class="local-navi-site-link"> <figure class="local-navi-site-img-box"> <img src="/images/2021/common/img_logo_marketer.svg" alt="マーケター名鑑" class="local-navi-site-img" /></figure> </a> </li> </ul> </div> </div> </div> <div class="ad-contents"> <div class="l-content"> <div class="ad ad-rectangle"> <div id="div-gpt-ad-leaderboard"> <script type="text/javascript"> googletag.cmd.push(function() { googletag.display('div-gpt-ad-leaderboard'); }); </script> </div></div> </div> </div> <div class="breadcrumb-box "> <ol class="breadcrumb-items"> <li class="breadcrumb-item"> <a href="/?i_cid=nbpnxr_breadcrumb" class="breadcrumb-link">日経クロストレンド</a> <i class="icon-right-arrow"></i> </li> <li class="breadcrumb-item"> <a href="/atcl/contents/theme/?nxr_t=nxr_thm_marketing&i_cid=nbpnxr_breadcrumb?i_cid=nbpnxr_breadcrumb" class="breadcrumb-link">マーケ・消費</a> <i class="icon-right-arrow"></i> </li> <li class="breadcrumb-item"> <span class="breadcrumb-text">失敗から学ぶ！達人マーケターの逆転法</span> </li> </ol> </div> <main class="l-content main-wrap"> <div class="l-parallel"> <div class="l-col-main"> <section class="l-col-section-main"> <div class="backnumber-main-box is-grounding"> <figure class="backnumber-main-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="226" height="301" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00808/parent.jpg?__scale=w:226,h:301&_sh=05c0920bd0" alt="失敗から学ぶ！達人マーケターの逆転法" class="lazyload backnumber-main-img" /></figure> <div class="backnumber-main-cnt"> <ul class="backnumber-main-tag-items"> <li class="backnumber-main-item">全8回</li> </ul> <div class="backnumber-main-title-box"> <h1 class="backnumber-main-page-title"> <span class="backnumber-main-title">失敗から学ぶ！達人マーケターの逆転法</span> </h1> <div class="backnumber-main-follow-box"> <div class="follow-btn-box"> <button class="btn btn-conditionally btn-rhizome-follow rhizomeStage follow" data-purpose="parentFollow" data-title="失敗から学ぶ！達人マーケターの逆転法" data-contents-url="/sites/trend.nikkeibp.co.jp/atcl/contents/18/00808/index.html" data-article-type="51" data-atlas-trackable="followSeries"></button> <span class="follow-info numberFollowers rhizomeStage" data-purpose="parentFollowNum" data-contents-url="/sites/trend.nikkeibp.co.jp/atcl/contents/18/00808/index.html"></span> </div> </div> <span class="backnumber-main-text">湖池屋の佐藤章社長、元ネスレ・ケイアンドカンパニー代表の高岡浩三氏、元P&G・Strategy Partners代表取締役の西口一希氏など、一流のマーケターはどんな失敗を経験してきたのか。そこから何を学び、今日の成功をつかんだのか。“どん底”からの大逆転ストーリーで導き出される「マーケティングの本質」とは。</span> </div> </div> </div> </section> <section class="l-col-section-main"> <div class="articleBody"> </div> </section> <section class="l-col-section-main"> <div class="backnumber-list-box js-list-add" data-list-type="path"> <ul class="backnumber-list-items js-list-add-cnt"> <li class="backnumber-list-item"> <a href="/atcl/contents/18/00808/00001/?i_cid=nbpnxr_parent" class="backnumber-list-link is-wide"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title"> 第1回 </li> <li class="backnumber-list-info-item is-sub"> 2023.04.03</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">P＆Gで大失敗　「人生最大のトラウマ」を西口氏はどう乗り越えたか</span> <i class="icon-lock nxr_charge"></i> <span class="backnumber-list-text">どんなに優れたマーケターでも、必ず失敗を経験している。重要なのは、そこから何を学び、どう次の成功につなげてきたかだ。特集の第1回を飾るのは、プロクター・アンド・ギャンブル・ジャパン（P＆G）を皮切りにロート製薬やロクシタンジャポンなどで活躍してきたStrategy Partners（東京・港）代表取締役社長の西口一希氏。同氏がP＆G時代に経験した手痛い失敗とは？</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" height="107" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00808/00001/nxr_s.jpg?__scale=w:143,h:107&_sh=03e0cd07f0" class="lazyload backnumber-list-img" /></figure> </a> </li> <li class="backnumber-list-item"> <a href="/atcl/contents/18/00808/00002/?i_cid=nbpnxr_parent" class="backnumber-list-link is-wide"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title"> 第2回 </li> <li class="backnumber-list-info-item is-sub"> 2023.04.03</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">ロート製薬で確立した西口流「N＝1」マーケ　失敗糧にヒット連発</span> <i class="icon-lock nxr_charge"></i> <span class="backnumber-list-text">「P＆G時代の失敗の伏線をすべて回収できて、ようやく積年の苦悩から解放されたと思えたのが、ロート製薬時代だった」。Strategy Partners（東京・港）代表取締役社長の西口一希氏はそう語る。マス発想のP＆G時代とは異なる「N＝1」起点のアプローチを学び、実践したことで大ヒット商品を次々と生み出した。</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" height="107" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00808/00002/nxr_s.jpg?__scale=w:143,h:107&_sh=0d40b40490" class="lazyload backnumber-list-img" /></figure> </a> </li> <li class="backnumber-list-item"> <a href="/atcl/contents/18/00808/00003/?i_cid=nbpnxr_parent" class="backnumber-list-link is-wide"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title"> 第3回 </li> <li class="backnumber-list-info-item is-sub"> 2023.04.04</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">I-neが陥った「感性ドリブンマーケ」の限界　経営危機からの突破口</span> <i class="icon-lock nxr_charge"></i> <span class="backnumber-list-text">定量調査をうのみにせず、データと感性のバランスをとったマーケティングで、ボタニカルシャンプー「BOTANIST（ボタニスト）」に続き夜間美容シャンプー「YOLU（ヨル）」を大ヒットさせたI-ne。しかし、最初からこの手法で商品を開発・販売していたわけではない。背景には、たった一商品でボタニストの利益が消えるほどの損失を味わった、苦い経験が影響している。「このままでは、I-neが在庫の山で駄目になってしまうと思った」（I-ne執行役員の藤岡礼記プロダクトマネジメント本部本部長）。失敗から何を学び、どのようにして今の「ヒットメーカー」の礎を築いたのか。</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" height="107" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00808/00003/nxr_s.jpg?__scale=w:143,h:107&_sh=0cf0c605b0" class="lazyload backnumber-list-img" /></figure> </a> </li> <li class="backnumber-list-item"> <a href="/atcl/contents/18/00808/00004/?i_cid=nbpnxr_parent" class="backnumber-list-link is-wide"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title"> 第4回 </li> <li class="backnumber-list-info-item is-sub"> 2023.04.05</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">イノベーションの「壁」越える「NRPS法」とは？　元ネスレ高岡氏</span> <i class="icon-lock nxr_charge"></i> <span class="backnumber-list-text">新年度の4月を迎え、入社式では今年も新入社員に向けて「失敗を恐れるな」と鼓舞する経営トップの訓示があった。そのメッセージを受けて若手が恐れずチャレンジしているかといえばいささか心もとない。今までに例のないイノベーティブな取り組みであればなおさらだ。イノベーション実現の過程で不可避な失敗にどう向き合うか、元ネスレ社長兼CEOの高岡浩三氏に聞いた。</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" 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