@article{oai:bunkyo.repo.nii.ac.jp:00006811,
 author = {井徳, 正吾 and イトク, ショウゴ and Itoku, Shogo and 渋谷, 詩織},
 journal = {情報研究, Information and communication studies},
 month = {2018-01-31},
 note = {Green Tea beverages sold in plastic bottle could represent as one of the best samples of
commodity product in Japan. We have 4 major brands and the first one sold was the “Oi Ocha
(pronounced Oh Yee Ocha)” by Ito En, LTD., which still maintains strong market share as the
pioneer brand. This report focuses on “Namacha” by Kirin Co., Ltd., and studies how it
strategically challenged the pioneer, Oi Ocha, and what were their strategy to compete against
the late starters such as Iyemon by Suntory and Ayataka by Coca Cola Japan. Brand value
shall specifically be focused to understand the brand strategy of the product represents the
commodity in the category.},
 pages = {1--19},
 title = {キリン『生茶』の競合に対するブランド戦略を考える : ブランド価値構造の視点から},
 volume = {58},
 year = {}
}