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STP Model of 2nd Street- How they can be the number one in Japan?

kingolice
Feb 21, 2022
18 min read

Updated: Apr 8, 2022


Lesson 5: Targeting and Positioning

Topic 5: STP Model


Student: Wong Chi Fai (Marcus)



The Contents:

  1. What is STP model and why we need it?

  2. Review of the basic information of 2nd Street

  3. The STP model of 2nd street - Segmentation: What 's going on in the market? - Targeting: Who are the best customers? - Positioning: How to stand out from competitors?

  4. Critical Review



What is STP model and why we need it?



STP model is a framework to know the segmentation, targeting and positioning of a brand.



*Source: (Oxford College of Marketing, s.d.)


Here is what exactly STP is included and showed its aims respectively.

Recently, the focus of marketing is shifting from products to customers, which is exactly the main principle behind the STP marketing model – it’s customer-centric, rather than product-centric. The most important thing is one size fits all policy/promotion cannot fit in nowadays business. As a result, STP model is more important than before.




Review of the brand information



*Source: (2ndStreet.jp, s.d.)


2nd Street is a Japanese brand which business is focusing on second-hand products.

They offer a wide varieties of products from clothing, accessories to electronics, furnitures and so on. For their business, they are not just selling products to customers, they will also buy the products from the customers, and these are the important elements of 2nd Street and also constructed the base of its brand awareness.


As we have already discussed this in the previous journal, we will move to the analysis of STP model and use it to examine on how they interact with their customers.




Segmentation of 2nd Street




The first step in STP model is segmentation. It is used to make sense of the needs within the market with segmentation. We can do this by dividing the market up into identifiable and distinct groups with similar needs. (Wright, s.d.) As 2nd street is a Japanese company, so the market i will focus on Japan.


What's the market size of second-hand products? (Japan)


The size of reuse market in Japan


*Source: (EC no mikata henshubu ECのミカタ編集部, 2021)


As we can see from the above statistic, the whole segment of reuse market in Japan is continuously increasing over the past few years. We can use this as a first step to predict the future growth of reuse market in Japan.


*Source: (Yano Research Institute Ltd, 2020)


Furthermore, the sales value of second-hand fashion products in reuse market is also increasing in Japan. However, if we read more carefully to the percentage, it is quite stable and the speed is a little bit slow down in recent years.


*Source: (Manamina マナミナ, 2019) (The data inside the slide)


With the statistics as a base, we can illustrate how's the situation in Japan.

For 2nd Street, they are originally focus on second-hand fashion products and their audience are mainly between 20s to 40s. But we can further identity 30s to 40s are the main customers from their user's registration records. However, as previous suggested, 20s are the upcoming force in this part of business, so we can know 2nd Street is also including them as important segment who just slightly behind 30s-40s.


What 2nd Street is doing for expanding the business?


*Source: (The Reuse Business Journal,2021)


This illustration showed the main segmentation and the new developing segmentation of 2nd Street. As stated before, fashion products are their main products(including brand products). But as my calculation, this only account for 26% of the whole reuse market in Japan, and the growth rate is slowing down, therefore, 2nd Street is expanding more varieties of products including furnitures, toys, sports goods, computers, lifestyle products, cameras, mobile phones, kids products, etc. They are aiming to engage in more than half of the segmentation in the market( 26+34=60%). The new developing segmentation including more market value than fashion product only, so the targeting customers are not just fashion lovers or someone who just want unique products.



Targeting of 2nd Street




Because their segment is expanding, so targeting the right customers become more important than before. They need to consider who are the best customers to serve and how to attract more potential customers. Targeting is a strategy that breaks the large market into smaller segments to concentrate on a specific group of customers within that audience.(Wright, s.d.)


First, I used the customer lifecycle framework to explain this. Every brand or product has its lifecycle and therefore we need to decide which type of customer to approach in different stages.


As explained in the previous part, the fashion products in the reuse market in Japan is slowing down so we can know that the products (which are the main products) are in the period of maturity.


*Source: (TWI,s.d.)



As illustrated in the above slides, they are now working more to target the following types of customers:


  1. Those who would like to sell their products with reasonable price, sure this seems a little bit contradict to a company want to sell products. However, 2nd Street get the potential valuable products from the customers are actually consolidating their success in the reuse markets.

  2. They want to target the customers on other segments in the reuse markets. For example, hobby related products are having ~23.7 % increasing rate recently. (The Reuse Business Journal,2021) Therefore, if they can attract more different type of customers, it help to guarantee the future expand.

  3. For the existing customers/loyal customers, 2nd street do it well with new apps and VIP system, so more and more of the existing customers can find the products more easily with their phones.


*Source: (Madhavan, 2016)


Here i borrowed the the Retention Lifecycle Framework to explain more clearly what they are doing to improve the business. Because that 's quite similar to the explanation that i made before.


The main objective of the Retention Lifecycle Framework is to get the existing New, Current, and Resurrected Users to become more engaged current users. (Madhavan, 2016) This is quite match to the situation of 2nd Street. Many companies try to increase their active user counts through simply acquiring new users. But actually for the companies that already had a large customer base (like 2nd Street), their topic now is mainly more about the growth of the current and resurrected users. Why is that matters? For sustainable growth. (To keep as the number one in Japan).


The following parts will show how 2nd Street is doing to attract the target segment, i chose 3 recent campaigns, advertisement and collaboration to explain the meaning of it and how can these send messages and communicate to their customers no matter new or existing.


Case Reference:


1.　TARGET CUSTOMER：ONLINE CUSTOMERS (Existing) (To sell)


*Source: (2ndStreet.jp, s.d.)


Recently, 2nd Street is doing campaign for online customers. If they sell products, they can receive 20% higher in returns. As normally online customers are who had already registered as member of the brand, so this act is to attract the existing customers/ sleeping customers( who do not sell or buy regularly).


2. TARGET CUSTOMER：NEW CUSTOMERS(Family) (To sell)


This is another advertisement which is focus on attracting new customers to sell their products. It is different to the first one that i was introduced in the brand audit's journal.That one is targetimg the young customers to buy so the advertisment only need a man and a lady to tell the story.



*Source: (Sekando sutorito koshiki セカンドストリート公式, 2021)


Oh, but, it's still good! (M)

Ah, you mean the board? (L)

Yes, still shiny! (M)

um... it's too early actually. (L)

Use it for ride？ (M)

Nonono (L)

Already gave up though (L) (She means their children don't use the board anymore)

Yes, it was.(M)

The next buyer can share part of us. (M) (Start to send the messages of the brand. To sell for someone, they don't focus on how to earn from the used products but focus on telling on the customers selling is a value for others) (This part is interesting because as i know some of the people are not satisfied with the money they gained from selling. 2nd Street is telling a story that to make the customers to know/believe the "value" of selling the used products. This value is not related to money but to the future (for someone). Yet, this is just an ideal and i don't think people going there is really want to sell for someone instead of money otherwise they can just donate the products to the voluntary organizations.

I hope can dirty it more! (L)

Surely for someone, (L)

To Sell for the future. (M)

2nd Street (M)(L)

Looks Good! (S)

Yes. (M)


M: The Man

L: The Lady

S: The Staff


3. TARGET CUSTOMER：EXISTING CUSTOMERS(30s) (To buy)


*Source: (2ndstreet.jp, 2021)


Recently, 2nd Street cooperate with fashion magazine called "Tokyo Graffiti" to give buying advise to the potential customers who want to buy products in 2nd Street.


For example, this time they invited a challenger to try the services. She is an existing customer who always sell unwanted items to 2nd Street. But this time, she was chosen to try and buy brand products (luxury fashion items) in the store with the help of professional staffs.


*Source: (2ndstreet.jp, 2021)


The customers received different suggestions and styling tips according to the needs. 2nd Street is offering something like style advises which is not a usual service in a normal reuse shop. The event not only encourages existing customers(seller) to buy(retention) but also stimulate the existing customer's interest in trying new service (acquisition). Besides, as this was a collaboration with fashion magazine (so you can imagine that most of potential customers are the readers as well) (expansion). And after the readers read the pages, they could use the opinions of the challenger as a way to share the enjoyment of buying in 2nd Street.(adoption).


The above case studies showed how 2nd Street is targeting segmentation. And apart from what they are doing and analysis of the campaigns, it is also important to identify the driving force within individuals that impel them to action. The driving force of customers are produced by a state of tension, as a result of unfulfilled need.


Why identify driving force in targeting is important?


Because when the brand work on developing products or service with new and effective solution, identify driving force can ensure the needs of the customers are satisfied. This is like a trigger to the customer's motivation and at the same time the tension is reduced.


Then, what 's the meaning of motivation?

It is the driving force within individuals that impels them to action. Its is activated when the goals or needs are fulfilled. (Souza, s.d.)


In addition, the motivation of customers can be divided into 2 groups, one is positive and other one negative. Customers may feel the driving force when we display the direction in either of them. And we can found this when we review the messages from 2nd Street.


Negative Motivational forces

*Source: (ForYouCoLtd, 2008)


This is an old advertisement from 2nd Street, actually they had use negative motivational forces to send the messages to their target customers. The message is asking "How do you deal with the unwanted items at your home?" A negative goal is one from which behavior is directed and shown as an avoidance object. (the unwanted items like the above picture)


Yet, negative motivational forces are not commonly use recently. 2nd Street mainly use positive motivational forces to tell the story to their target customers like the previous advertisement of a family sold their unwanted items with a believe that unwanted thing is sell because of someone( the next buyer may need it! ). Then, this kind of positive goal is one toward which behavior is directed by an approaching object.


Apart from this, i want to show one more example of their style for arousing positive motivational forces.


*Source: (2ndStreet.jp, 2021)


I was quite impressed when i saw it. The content is about the "rebirth of black".

They provide you a service that you can give them your clothings and they will help you to dye it in black, and become a "new" products! That service changes the look of your unwanted clothing and just one more process. And you don't need to buy a new one which is a good idea for sustainable fashion.



*Source: (2ndStreet.jp, 2021)


For example, this beige coat seems a little bit dirty and you may not want to put it on anymore. But with the service, they can help you to dye it in black so you can have an "new" item and dress it again, reduce waste. Just like their mother company's vision,"Change as Chance". I think this is perfectly match to their philosophy and visions. And the messages is not just verbal but also visible, i can really see the change and wanted to have one for my own!


How' s the needs are satisfied in 2nd Street and how customers's motives are aroused?


The arousal of any particular set of needs at a specific moment may be caused by internal stimuli and outside environment. Internal stimuli can be aroused by physiological, emotional and cognitive condition. (Prakash, 2021)


The needs of human can affect how and why the customers buy for certain products. For example, I like jogging and after my exercise i usually go to buy a bottle of drinks because i feel thirsty. The hierarchy of needs theory explained this as physiological needs and the following pictures showed the basic definition of the needs.


*Source: (Prakash, 2021)


How can we apply this in 2nd Street ?


For answering this part, i used different customers reviews that showed the examples so that we can know it more clearly.


*Source: (Takahiro Kawashima, 2021)


This customer is a vintage lover and he likes to seek some special products. He had brought in 2nd Street before but not always. His motivation was driven by self-fulfillment. (To find niche products and valuable products).


*Source: (morizo 〜 ron ke to hige to tei shincho 〜〜ロン毛と髭と低身長〜, 2021)


This customers is a loyal customers of 2nd Street. His motivation was driven by price and value so he only buy things that are low price. As he likes to share the products for his family, he is not just for self-fulfillment but also the needs related to family and belonging.


*Source: se nasun channeru なすんチャンネル, 2021)


Finally, a couple is new customer of 2nd Street and tried to sell their useless products in order to get more space at home and got some money at the same time. Their motivation was driven by two, one is value (get money with the useless products) and the second one is keep their home clean (physiological needs). They have both positive and negative feelings towards 2nd Street so i defined them as potential customers. (May buy something in 2nd Street later).


As a short summary, we can know the needs of the customers with different motivation and needs and that helped 2nd Street to better understand how to deal with the target segment in the future. So far, the advertisement, campaigns are quite match to their customers although not 100 % be satisfied. It could be thought they are doing it in a right way.




Positioning of 2nd Street




After we got the basic information of segmentation and targeting of 2nd Street. It's time to move on discuss the positioning of 2nd Street. Positioning is about how the products or services is perceived in the mind of customers. It means finding a proper "location"in the minds of a group of consumers and they think that the brand is in the"right"position.


The importance of it is because the uniqueness positioning help the brand to stand out from competitive brands. If the brand place at a "right" position, the customers would have sufficient reasons to buy and use it.


Moreover, it can help for creating brand awareness in the minds of target customers. In other words, the correct points of difference helps the brand to stand out in the market.


Points of difference of 2nd Street


First of all, the positioning statement of 2nd Street are:


  1. "Change as Chance"　(Overall Statement from mother company to all the brands under it"


*Source: (Geonet.co.jp, s.d.)


2. "Towards future with 2nd Street” (The vision of 2nd Street)



3. "More valuable than new" (This statement explained how vision of 2nd Street is executed to their customers, to create value products for them. Valuable products and products are valuable)


*Source: 2ndstreetusa.com.(s.d.)


Then, how 's the exact detail of it?

Actually, we can judge it by 3 criteria for points of difference from the views of customers, including relevance, distinctiveness and believability.


Relevance:


Relevance refers the the point of difference that the customers can find personally relevant and important.


*Source: (TBS NEWS, 2021)


The above slide showed how 2nd Street is thought to be relevant and important in the view of customers.


DISTINCTIVENESS:


Distinctiveness refers to target customers find the points of difference that made the brand is distinctive and superior.


Example 1：*Source: (佐々木麗 Sasaki, 2021)

Example 2：*Source: (FUKU, 2021)

Example 2：*Source: (TBS NEWS, 2021)


To summarize for the distinctiveness of 2nd Street, it is relied on their product diversities, price and then led to a boost of curious from the customers to browse for the goods they want.


BELIEVABILITY:


This is related to how a brand offer a compelling and credible reason for choosing it but not other competitors.


Example 1：*Source: (risapyon リサぴょん, 2021)

Example 2：*Source: (orita-ani.net, 2022)

Example 3：*Source: (Zak ザック, 2022)

Example 4：*Source: (fukusuke(@fukusukeblog), 2022)


Focused on the data given by customers can showed how believable of what 2nd Street told to us. All of these actually contributed to the desirability of the customers and showed us how the customer think of it and how 's positioning of 2nd Street in the market.


The evidence of 2nd Street ' success of positioning


*Source: (TBS NEWS, 2021)


With the opening of Super 2nd Street, 2nd Street 's positioning is further consolidated in the mind of customers with the diversities of the products. The core of effective positioning is that it places the brand in a unique position that the product occupies in the mind of the consumer.


The Super 2nd Street is now always full of customers to buy and sell their products. Therefore, the broadcasting company also reported the actual situation of what's going on there.


*Source: (TBS NEWS, 2021)


This shop is especially full on Saturday and Sunday and even in the morning, the car park was already full.


*Source: (TBS NEWS, 2021)


As we can see, the customers who wanted to sell needed to wait for 2 hours or above. Moreover, most of the customers there were not just browsed for buying fashion products. They bought something related to their normal life and it also act as a point for selling goods to 2nd Street. And we can see many of them are the new target segmentation which are families.


With the buy and sell process, 2nd Street 's segmentation is growing by expanding the groups of target customers. Besides, with the effectiveness of positioning, they are thought to be valuable, uniqueness and easy to sell customer's own products in different categories.


All of these are rightly responding to their statement as "More valuable than new" because you can buy everything you need no matter online and offline. And this contributed to the change of customer from just buying new products, therefore, "Change as Chance". As the chance is here for the customers, they can further buy or sell for the future and connecting to someone(the new buyers). As a result, the value is not stopped on the price but in the mind of the customers that they are contributing for and getting better with 2nd Street.




Critical Review:




What:


Before i chose the brand for the STP model journal, i was considering if it was better to do a review of 2nd Street again or other brands. And finally i finished this journal by doing an analysis of 2nd Street. The reason was because i wanted to find more information on it and studied the brand more thoroughly as this was still my first time to study STP model.


The second reason was because i did a survey design to know the second-hand fashion products' situation in HK instead of a survey for 2nd Street so some of the part like segmentation of 2nd Street had not been done. Therefore, it was still a lot can be done if i continuously do reviews on 2nd Street.


*Source: (McLeod, 2017)


Here, i borrowed Kolb (1984) 's 'Experiential Learning Theory' to review my study in the branding of 2nd Street. Kolb suggested learning is "an integrated process with each stage being mutually supportive of and feeding into the next. It is possible to enter the cycle at any stage and follow it through its logical sequence." (McLeod, 2017) Just like my study on 2nd Street in the view of branding, each journal has its own points of view. With more practices, i could view it just like a circle and after that i can review it in every part depends on my need, because after the experience is consolidated, it will become my long term memories and that't why i need to learn from Mayer and this course.


So What:


With the experience of doing STP model, i can review a brand from different angles and this is something that i haven't learnt before. To me, learning new knowledges are interesting and with the branding knowledges, i can able to analysis a brand of my own or working on this field more effectively.


*Source: (Li, 2019)


Besides, I have heard many comments in HK said that studying a MA course is useless and you can't earn money with that certificate. Yes, i really can't earn money from a "certificate", but i need to point out their mistakes. First, education is not equal to money, and i don't think money is the only thing in our life. Second, if i learnt something important to my life, for example, starting a business later with the knowledge learn from my study, then i can still use the techniques to earn money instead of getting money from a "certificate". The reality is if you don't know what you want to know and what you don't know, that is more dangerous. Especially nowadays the situation is more complicated, we don't know what would happened later. And, with the power of knowledge i can more easy to survive under different circumstances.


In reality, with the knowledge that i learnt from branding, apart from working in the field of branding company or start own business. One more thing i could learn is, if i find a new job, i can use this techniques to quickly examine whether the brand is worth for me to work and judge how it can develop later. So, aren't this are more valuable?


More Valuable than money, that's my visions.


What Now?


After the review of STP model and the brand audit of 2nd Street. I am now more clearly to know why they can success in Japan. As my observation, Japanese appreciate for everything they found is pretty or good. They insist on the qualities and the promises. I could also find this elements in 2nd Street. For example, all of the items are judged by the staff who have trained to judge the second-hand products. Of course, this doesn't mean that everything they judge is right but at least a system is here. And with that system, i could know how much i could sell and how much i can buy from 2nd Street.


Besides, i found that establishing a system is strong in Japan but not so strong in HK. Sorry to say that, i observated the company that i am working and some or my previous company who are operated in HK don't care about systems and they just do it depending on their mood more than doing things systematically.


However, i found that using a system to work is more effective after i learnt how to use it in this course. STP model and brand audit is one of the method that showed how a brand to do the right branding and systematically otherwise they cannot be a strong brand or successful in the market.


As more and more models and frameworks would be learnt later, i will prepare myself to study continuously and keep my heart for studying and at the same time, apply the knowledges in real world in order to consolidate it to become my experience.




Reference:


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ForYouCoLtd. (2008) '2nd STREET CM' [Advertisement] At:


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Sasaki, U 佐々木麗. (2021) 'kosu pa saikyo！" sekando sutorito" de hajimeru riyusuraifu コスパ最強！「セカンドストリート」ではじめるリユースライフ' In: ray-web.jp.

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se nasun channeru なすんチャンネル (2021) '【 koka kaitori !?】 sekando sutorito de iranai mono o uttekita！【 ie ga hiroku nattayo 】【高価買取!?】セカンドストリートで要らないものを売ってきた！【家が広くなったよ】[Video]


Sekando sutorito koshiki セカンドストリート公式. (2021) ‘"kitto bokura no mirai o kai ni ！"30 byo － 2nd STREET 【 sekando sutorito koshiki 】「きっとボクらの未来を買いに！」30秒－2nd STREET【セカンドストリート公式】' [Advertisement] At:


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[Video] At: https://www.youtube.com/watch?v=R6eQNGh5TQ4&t=2s (Accessed 21/02/2022).


TBS NEWS. (2021) 'igaina mono mo ureru！？sekando sutorito【 N suta 】意外なものも売れる！？セカンドストリート【Nスタ】' [Video]


The Reuse Business Journal. (2021) ' riyusu gyokai no shijo kibo suikei 2021 （ 2020 nenban ）リユース業界の市場規模推計2021（2020年版）' In: ecycle-tsushin.com At: https://www.recycle-tsushin.com/news/detail_6396.php (Accessed 21/02/2022).


TWI. (s.d.) 'WHAT IS A PRODUCT LIFE CYCLE? (DEFINITION, STAGES AND EXAMPLES)'


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Yano Research Institute Ltd. (2020) 'fasshonriyusu shijo nikansuru chosa o jisshi（2020 nen）

ファッションリユース市場に関する調査を実施（2020年）' In: yano.co.jp


Zak ザック. (2022) '【 sekando sutorito onrain kanso 】 ichiban o toku ni kaeru osusume furugi tsuhan saito 【 jitsu konyuhin shokai 】【セカンドストリート オンライン感想】一番お得に買えるおすすめ古着通販サイト【実購入品紹介】' At: https://cf-life.com/used2 (Accessed 25/01/2022).











 
 
 

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