This examines how the established Japanese leg-care brand, Mediqtto, evolved its marketing strategy from targeting only young women focused on "beautiful legs" to embracing "customer context marketing."

Facing a saturated and shrinking youth market, the company redefined its brand concept to "Mediqtto for ALL," shifting its focus to address the universal need for "healthy legs" across all ages and genders. This new approach involves moving beyond simple demographic targeting to understand customers based on their lifestyles, values, and specific leg-related concerns, such as performance conditioning for business professionals or muscle maintenance for seniors.

The core lesson provided is the importance of translating the product’s value into language and benefits that resonate with the distinct life contexts of various customer segments, thereby breaking down old fixed ideas about who the product is for.