Power Saving, Summer Time
Newer business strategies in response to the power saving in this searing summer
Kumiko Seto, Naomi Hino, Tatsunosuke Iiyama
This summer, the felt air temperature is likely to go up due to the adoption of different power saving measures. As companies have started introducing summertime working hours, it will cause the usual shopping patterns to change. Food and retail services, restaurants have started developing business strategies in response to the power saving measures in this searing summer.
People are becoming distinctly aware about the significance of saving power this summer. As a result, more and more companies, households as well as commercial complexes are seen refraining themselves from using air conditioners, which is likely to unusually increase the felt air temperature.
This power saving is seen as a business opportunity, and a wide-range of businesses such as food & beverage manufacturers, retailers, and restaurant industry are introducing new plans starting this summer.
Talking of food industry, apart from soft drinks, alcoholic beverages and ice creams, manufacturers are bringing out sweets suitable to eat even in scorching heat, which people otherwise avoid in summer.
Products start melting the moment room temperature exceeds 28 degrees. In response to such complaints, Morinaga & Co., Ltd. and Meiji launched chocolates with a marketing slogan of ‘still tough in hot summer’. The novel thing about these chocolates is that they are baked at high temperatures so that they do not melt even in the midst of summer and can be relished without dirtying one's hands.
Usually, the demand for chocolates is at its peak in winters, whereas the sale declines in summers. However, “if we create chocolates that can be enjoyed even in scorching heat, its consumption is bound to go up in summer” is what Meiji states confidently.
Even Mister Donut has put forward strategies to make this summer ‘cool’. Apart from introducing new products that require cooling, it is recommending its customers to have its regular products like ‘Angel French’ and ‘Choco-ring’ after cooling them in the refrigerators at home. Taglines like “Dough and Cream – cool them to relish them cool”, “Enjoy the CRUNCHY chocolates” are seen at the store counters, thereby trying to attract new customers.
Food items like chocolates and donuts are certainly not preferred in summers. Even then, the industry is trying to find a work-around for the summer-induced decline in demand by coming up with novel ways and devising innovative advertisement ideas.
Convenience stores start limited time discount sales
Retail industry sees the penetration of summertime as a business opportunity.
As people would start commuting to work earlier, it will result into a change in the peak visiting hours at convenience stores. In order to boost their sales, stores are planning to open discount sales, issue coupons etc.