This outlines a context marketing strategy focused on acquiring new customers, using the case of Itoham-Yonekyu to illustrate key concepts.

The central premise is that existing and new customers reside in "different worlds," possessing fundamentally distinct "mental category maps" regarding products like processed meats. To overcome the challenges of a mature market, Itoham-Yonekyu successfully redefined the value of their products, such as "Pork Bits," shifting the focus from the existing customer's context of "convenience" to the new customer's context of "fun" and "special experience."

This strategic shift involved a detailed process of understanding the new customer's context, redefining value to fit that context, making appropriate value propositions (e.g., visual changes and usage instructions), and finally ensuring the realization of that new value through product experience. It argues that growth requires businesses to break from existing success formulas and create "new contexts of value" for untapped audiences.