To: Buena Vista Prunes, Inc. Attn: Mr. John Murray, vice president in charge of communications From: Takeshi Ebihara Tokyo Senden Services Re: Public relations progress and proposals
As we approach Sept. 1, the day when Buena Vista Prunes and Prune Juice go on sale in grocery stores throughout Japan, we are stepping up our publicity activities to increase awareness among Japanese people (especially young people) of the good taste and health benefits of prunes in general and of Buena Vista Prunes in particular. As we mentioned during our meeting at your head office in Fresno on April 29, our greatest obstacle is Japanese consumers' knowledge of prunes, which is limited to a single local product, Miki Prune.
Our research has shown that most Japanese think of prunes as "big raisins," but rather than build on that advantage, we have decided to "gambatte iru" (or, as you Americans like to say, "put our noses to the rhinestones") and try to create awareness "from the ground up." Below, we present an outline of our activities so far.