When you’re doing
marketing
, you’ll run into walls.
Not knowing how to sell or feeling like you’re not seeing any results are probably concerns that everyone has. I get anxious when sales don’t increase as much as I expected, so it’s reassuring to see a path to growth as a marketer.
Therefore, this time we will introduce three steps of marketing based on the idea of “Shuhari” that has been passed down in Japan since ancient times.
Once you can see the path to growth, you will know what stage you are at and how to deal with it.
Please read until the end and use it as a reference when you are having trouble with marketing.
What is Shuhari? Introducing examples in business
First of all, what exactly is Shuhari?
Here we will explain Shuhari and introduce business examples.
What is Shuhari?
Shuhaari is a way of thinking that spread mainly in the world of tea ceremony and performing arts until one grows up as a professional. It is said to have originated in the Muromachi period and was popularized by Sen no Rikyu and Zeami.
Mamoru means imitating a master or someone you aim to achieve. It is said that the etymology of “learning” comes from “to imitate”. It was thought that it was important to first master the basic kata.
Breaking means arranging the kata you learned as a protector in your own way. This is also the origin of the word “unconventional,” which means to use a basic pattern as a foundation and combine other patterns or change it to suit oneself.
Separation means creating new genres and original techniques. We are now at the stage where we can go beyond the conventional framework and compete based on our originality.
It was believed that by following these steps, one could become a successful artist.
Shuhari as a business
If Shuhari is replaced with business, it becomes as follows.
Mamoru: Understand the philosophy of the company and memorize the rules, manuals, etc. as you work.
Failure: Analyze the mold and try to improve productivity by modifying the manual or incorporating automation.
Release: Propose new products, services, and projects.
Every company has a company philosophy that describes what kind of business it does and why, and rules and manuals are created in line with that philosophy. The reason most companies provide training for employees when they first join the company is to help employees learn the techniques quickly and put them into practice.
If you can follow the rules and manuals, you will be able to carry out your work more smoothly. For example, you can automatically aggregate surveys or create lists using Excel. Automate. Not only that, but you will also be able to think about developing products and services that leverage your company’s strengths, and launching new projects.
Shuhari is a concept that applies not only to the performing arts, but also to the business world.
Mamoru: Let’s create a strategy using marketing types such as STP analysis, 3C analysis, and 4P!
Shuhari no Mamoru means “imitating the patterns left by our predecessors.”
This time, we will use shoes as an example to introduce the basic types of
STP analysis
,
3C analysis
, and
4P
.
Create an efficient and effective marketing strategy by following the basic pattern.
Narrow down your target market with STP analysis!
Not all people living in this world want the same products or services.
With STP analysis, you can narrow down your customers using the following three steps.
-
Segmentation
(dividing the market into groups such as age, gender, region, etc.) -
Targeting
(narrow down which group to target) -
Positioning
(determining your company’s position in the market)
For example, even if the shoes are the same, the shape and function desired by each person will vary, such as business pumps for a student looking for a job, and athletic shoes for a mother of a kindergartener to play with her child anytime.
STP analysis divides the large market of people who want shoes into detailed groups such as age, gender, hobbies and preferences, narrows down which groups to target, and determines the company’s position.
Determine the direction of your products and services with 3C analysis!
Once you have determined your target audience and your company’s position in the market, it is time to decide on the direction of your product or service. 3C analysis analyzes the following three things.
-
Customer (imagine customer
needs
) - Competitor (analyze competitors)
- Company (Think about your company’s strengths)
Let’s think about this by targeting mothers with children in kindergarten.
- Even mothers who are tired of housework and childcare may sometimes want to enjoy fashion.
- However, many women’s athletic shoes have simple designs that emphasize functionality.
- Since the company has been designing lifestyle apps for moms, they have an accumulation of designs that moms would like.
Then, a product image emerged: athletic shoes that were both functional and had a cute design. Through 3C analysis, we can determine specific product directions based on customer needs.
Use the 4Ps to decide how to market your product!
Once you have decided on the market you want to sell to, create a selling strategy using the 4Ps. 4P is an acronym for the following four letters.
- Product
- Price
- Place
- Promotion
Products desired by customers as determined through STP analysis and 3C analysis. After considering the cost, consider how much it will sell for and whether it will be easier for customers to access it in stores or online.
Nowadays, there are sites such as YouTube and Twitter, and each SNS has different characteristics and user groups. If you want to target moms like I mentioned earlier, you could use Instagram, where women in their 20s and 30s are the main users.
Choosing a media that is compatible with your target customer group will determine how you will market your product.
Break: Increase profits by analyzing numbers and acquiring potential customers!
However, even if you follow the formula, you will not always be able to make a big profit. It is important to update the kata in your own way based on the results of your practice. This time, we will introduce how to re-analyze, improve productivity, and acquire potential customers, which are the keys to breaking the law.
Increase your profits by using this shady way of thinking.
Let’s analyze the numbers related to sales.
It is important to analyze from various perspectives, such as which products and services are selling well, which media are you using to acquire customers, and what is your repeat rate?
Through analysis, the targeting of STP analysis may change, such as, “It was intended to be aimed at moms, but it sold more to students.”
As a result of the analysis, if you change the target and the promotional medium, there is a possibility that sales will increase.
Let’s start with the analysis.
Review expenses and reduce where possible.
Analyzing numbers can lead to cost cutting. For example, you may be using YouTube as an advertising medium, but it doesn’t get many views and your product URL has almost no click rate.
In this case, costs such as the labor costs of models and photographers may be higher than the income earned through YouTube. If you can’t expect any profits at all, you may be able to increase your profit margin by drastically cutting expenses.
Develop marketing strategies to reach potential customers
It’s not just moms and students who want cute women’s athletic shoes. Families who want their mothers and grandmothers to live long, healthy lives may also be targeted.
This is because we can recommend it as a gift by promoting it as “Encourage walking by giving the gift of cute athletic shoes.” You can find potential customers by thinking about what value your product or service creates and what problems it solves.
Once you find potential customers, you can expand your market even more than before.
Leaving: Taking on new challenges (markets, product and service development, business)
Mamoru, which follows the basic pattern, and Ha, which updates the pattern. If you repeat these steps, you may find that it doesn’t work after all, or you may find your own pattern that says, “This way it will work.”
The experience gained here allows you to change markets, develop new products for existing customers, and take on new business challenges.
Opening new markets through Five Forces analysis
If your business is not going well no matter how hard you try, there can be various reasons. Analyze the causes of threats (forces) using
Five Forces Analysis
.
- competitors
- New entry of other companies
- buyer’s problem
- Seller (supplier) issues
- The emergence of substitutes
For example, it may be difficult to sell your products or services in a market that is almost dominated by competitors. The lower the cost of starting a business, the easier it will be for other companies to enter the business, and the more competitive it will be.
Other threats include the fact that if the buyer has an advantage, price negotiations tend to occur, and if the seller (supplier) has an advantage, the cost of selling tends to increase. Furthermore, the emergence of substitutes, such as video distribution services that replace DVDs, also poses a threat.
One way to do this would be to re-analyze whether you are affected by these threats, and if this proves difficult, move the market.
Develop new products and services for existing customers
If the business is successful, we may consider developing products that approach the same customers. For example, if many of your customers are students, you may want to develop accessories such as bags that can hold reference books and textbooks.
Since you can narrow down your target, it is easier to perform 3C analysis than starting from scratch. Try developing new products and services based on what your current customers are looking for.
Leverage your know-how to challenge a completely different field
By repeating the protection that follows the basic pattern and the failure that updates the pattern, you will accumulate the know-how for success. Before you know it, it may become something full of originality that far exceeds its original form. If you’ve come this far, you’re a full-fledged marketer.
Starting a new business can be confusing. However, analyzing the customer’s needs while considering them is the same in any business. With confidence in your past experience, step into a new field that only you can do.
summary
Shuhaari has been passed down in Japanese arts and tea ceremonies since ancient times.
Even if things don’t go well at first, your products and services will become more refined as you repeat the process of learning the pattern, thinking about profits, arranging it your own way, and challenging new fields.
If you are having trouble achieving results and feel anxious, remember Shuhari and take it one step at a time.