This explains how Snow Brand Milk Products' "6P Cheese" revitalized its brand by shifting to a customer-centric marketing approach.

It outlines a four-step framework: deep customer understanding, identifying product features as customer value, proposing specific usage scenarios, and depicting the emotional "happiness" derived from the product.

By focusing on the needs and feelings of young, child-rearing families, the company redefined the cheese's value beyond mere convenience to include family connection and emotional well-being, ultimately achieving record sales. It emphasizes that successful marketing prioritizes the customer's perspective, translating product features into benefits, illustrating practical use, and evoking positive emotions.