ススキノ・インターン ～マーケ学生ユキナの、スナック立て直し記～第1話「この店、マーケティング的にゼロ点です。」 2025年3月22日
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00:00ZEITGEIST
00:05ZEITGEIST
00:10ZEITGEIST
00:15ZEITGEIST
00:20ZEITGEIST
00:25Thank you very much.
00:27Thank you very much.
00:29Please do your best.
00:31Excuse me.
00:33Please come again.
00:45Are there any customers today?
00:49It's time to close.
00:51It's not the time to eat snacks anymore.
00:55I'm in trouble.
00:57If I don't have this place,
00:59I'll be lost.
01:03Lost?
01:13Someone is coming.
01:15As expected of Yukari.
01:17You should use that ability separately.
01:25Welcome.
01:33Welcome.
01:37It's not a customer.
01:41It's sudden,
01:43but what is the positioning of this store?
01:47Positioning?
01:49Isn't it the address?
01:51If it's the address,
01:54No.
01:56It's the positioning of the STP analysis.
01:59What?
02:01I'm sorry.
02:03I...
02:05I think I heard it from Professor Ayakawa.
02:07From today...
02:11Strategic rebranding of Snack Yukari.
02:13In other words, I will put in a lot of effort.
02:15My name is Yukina Suzuki.
02:23Susukino at night.
02:25There is a small snack in the corner of this town
02:27where laughter and neon lights
02:29can be heard from somewhere.
02:33This is the story of a university student
02:35and his mother
02:37who are trying to rebuild
02:39the town of Susukino
02:41with the power of marketing.
02:53Who is that girl?
02:55I don't know.
02:57You don't know?
02:59She said she will put in a lot of effort
03:01in this store.
03:05Professor Ayakawa
03:07is a person from Hokudai
03:09who often comes to my house, isn't he?
03:11Yes.
03:15Come to think of it...
03:19Why is that funny?
03:21Well, well.
03:23I have a favor to ask you.
03:25I won't do it for free.
03:27No, no.
03:29I have an excellent student
03:31who graduated from my school
03:33without any mistakes.
03:35Would you like to use him
03:37as a marketing staff?
03:39That's good.
03:41I don't refuse anyone who comes to my house.
03:43Do you understand?
03:45He is a marketing staff.
03:47Market?
03:49I remember
03:51I talked about him
03:53with Yukanage.
03:55Yukari hired him, didn't she?
03:57I didn't think
03:59he would come seriously.
04:03I'm glad
04:05I have a junior.
04:11Yukina,
04:13do you like this store?
04:15This store
04:17has zero points in terms of marketing.
04:21What?
04:23There is no point in marketing at all.
04:25Marketing...
04:27I often hear it, but what is it?
04:29In a word,
04:31marketing is
04:33creating a selling mechanism.
04:35This store
04:37has no selling mechanism at all.
04:41What do you mean?
04:43What is important in marketing
04:45is to build a strategy from an STP analysis.
04:47STP stands for
04:49Segmentation, Targeting, Positioning.
04:51I'll explain it in a simple way.
04:55Segmentation of the market
04:57to determine the market to target
04:59and position to differentiate
05:01from competition
05:03to measure effective marketing strategy.
05:05It's not easy at all.
05:09For example,
05:11in the case of Panasonic's business PC,
05:13we did segmentation
05:15with the needs of light weight
05:17that we want to use at the exit.
05:19We set the target to a business
05:21that has a lot of outdoor space.
05:23We focused on the needs of light weight,
05:25long battery life, and sturdiness
05:27and developed the product.
05:31I see.
05:33The explanation was easy to understand,
05:35but what does it have to do
05:37with our snack?
05:39We have pre-investigated
05:41a lot of snacks.
05:43All of them have the same impression
05:45and there is no difference.
05:47They are not differentiated at all.
05:49It's hard for me to say,
05:51but all snacks are the same.
05:53It's really hard for me to say.
05:55I think that's why
05:57there are fewer customers.
05:59When it comes to snacks,
06:01you can't survive without that.
06:03What should I do?
06:05First of all,
06:07I'd like to say
06:09that it's important
06:11to have loyal customers
06:13come to our store
06:15many times.
06:17What is a loyal customer?
06:21Yukari,
06:23don't you know that?
06:25It's a family.
06:27It's a loyal host.
06:29You don't have to know that.
06:31I'll do it.
06:33A loyal customer is
06:35a customer who has a strong
06:37sense of responsibility.
06:39Oh, I see.
06:41What do you think
06:43is necessary
06:45to have loyal customers
06:47come to our store many times?
06:49That's easy.
06:51It's spirit.
06:53If you have spirit,
06:55customers won't come.
06:57It's a special experience
06:59that can only be experienced
07:01by regular customers.
07:03For example,
07:05we offer a secret menu.
07:07A secret menu?
07:09Yes.
07:11There is a secret menu
07:13that is not on the menu
07:15at a coffee shop.
07:17Customers can customize
07:19their favorite drink
07:21to create a special feeling
07:23and like our store more.
07:25Then,
07:27should I also
07:29serve a frappuccino?
07:31No,
07:33let's make a soup curry
07:35for the end.
07:37Soup curry?
07:39Professor Hayakawa
07:41told me that you like
07:43making soup curry.
07:45Many regular customers
07:47know it and want to eat it.
07:49So we offer it
07:51as a secret menu.
07:53What do you think?
07:55Well,
07:57let's try it.
07:59It sounds interesting.
08:01I have something else I want to do.
08:03What?
08:05I don't know what I can do.
08:07If I succeed in one of the ten,
08:09it's the same.
08:11So I should make a strategy
08:13and come up with a lot of ideas.
08:25That's good.
08:27I'm not good at this.
08:29What do you think?
08:31Hey,
08:33you're so excited.
08:35You're so cute.
08:37Cute?
08:39You're doing it.
08:41You're the best.
08:43I'm a little hungry.
08:45Do you have anything?
08:47Actually,
08:49I recently started
08:51a secret menu.
08:53What?
08:55The soup curry
08:57that Yukari makes.
08:59Can I eat
09:01Yukari's curry?
09:03It's a secret menu
09:05for regular customers.
09:07Please.
09:19It's good.
09:21My wife recently
09:23went to a soup curry restaurant.
09:25It's the best.
09:27Really?
09:29I'm so happy.
09:31It's so good.
09:35I changed my business card
09:37to a trading card.
09:39I'm going to renew my business card
09:41and make a trading card.
09:43What do you mean?
09:45I'm going to make a few trading cards
09:47for Yukari and Mai.
09:49Customers will get a trading card
09:51for Yukari and Mai.
09:53It's a snack in Aomori Prefecture.
09:55I got it.
09:57I want to collect it.
09:59House Whiskey
10:01A 3000 yen, B 5000 yen,
10:03C 8000 yen.
10:05If the choice is
10:07upper, middle, or lower,
10:09you can choose
10:11middle 5000 yen.
10:13Excuse me.
10:15Can I have the whiskey in the middle?
10:17Sure.
10:19It's also called
10:21the law of the jungle.
10:23I'm Yukina.
10:25Have a seat.
10:31Yukina
10:33Yukina
10:35Say hello.
10:37I'm Yukina.
10:39I'm Yukina.
10:41I'm Yukina.
10:43When did you start working?
10:45I started working
10:473 days ago.
10:49Today is my 3rd day of work.
10:51I don't need your information.
10:53Make me a drink.
11:01Excuse me.
11:03It's okay.
11:07What are you doing?
11:09It's not a table.
11:13I can't do this anymore.
11:15You don't have to be a guest.
11:17Bring me a straw.
11:19Glasses!
11:21Glasses!
11:35Yukina,
11:37have you ever been a guest?
11:41Yes.
11:43How about singing?
11:45I've never sung in front of people.
11:49Don't you have a song you can sing?
11:51Anything is fine.
12:05That's cruel.
12:13I'm sad.
12:15I'm sad.
12:19I'm sad.
12:21I'm sad.
12:25I'm sad.
12:27I'm sad.
12:31Yukina!
12:35You sing as well as me.
12:43I'm sad.
12:45Yukari, I'm in trouble.
12:47What's wrong?
12:49Kitano-san's wife is angry.
12:51What do you mean?
12:53Kitano-san
12:55has been coming to the store
12:57more often than before.
12:59I wanted to increase
13:01the number of royal customers.
13:03That's why his wife is angry.
13:05What's more,
13:07she saw the trading card.
13:09That's right.
13:11Snacks are not a strange store.
13:15There are still many people
13:17who have a bad image of snacks.
13:19It can't be helped.
13:21Let's find a new royal customer.
13:23What?
13:25Fortunately, Shimeno Soup Curry is popular
13:27and new customers are increasing.
13:29Let's raise a royal customer from there.
13:31Raise?
13:33It's not a vegetable.
13:35Is a royal customer
13:37so important?
13:39Of course it's important.
13:41As I said at the beginning,
13:43the top two royal customers
13:45generate 80% of the total sales.
13:47The one we are serving
13:49is not a royal customer,
13:51but Kitano-san.
13:53We don't just want to increase
13:55the sales.
13:57We want to raise the sales
13:59of people who come to the store
14:01like Kitano-san.
14:03Kitano-san
14:05is the first person
14:07who put a bottle
14:09in this store.
14:11He is a really important
14:13customer.
14:15But
14:17it's impossible
14:19for everyone
14:21to like me forever.
14:23Even if it's impossible,
14:25I want to be in such a store.
14:27I want everyone
14:29to come back anytime.
14:31I want everyone
14:33to come back anytime.
14:35Shouldn't we dispose of
14:37the bottles of customers
14:39who don't come to the store for more than a year?
14:41Leave it as it is.
14:43But...
14:45The keep bottle
14:47is the soul of this store.
15:31I have one more thing
15:33I want to do.
15:35Are you going to raise
15:37a royal customer again?
15:39I'm not asking for that.
15:41Let's just ask.
15:43You're wearing the same clothes
15:45as yesterday.
15:47It looks like you've been
15:49thinking about it seriously.
15:51You're wearing the same clothes as yesterday.
15:53It looks like you've been
15:55thinking about it seriously.
15:57You're wearing the same clothes as yesterday.
15:59You're wearing the same clothes as yesterday.
16:01Why don't you
16:03run a lunch business
16:05once a week?
16:07It's a snack for lunch.
16:09Why do you do that?
16:11Why do you do that?
16:13I've been thinking about
16:15the charm of this store.
16:17the charm of this store.
16:19At first,
16:21I said I wasn't discriminated at all.
16:23I said I wasn't discriminated at all.
16:25I said I wasn't discriminated at all.
16:27I said I wasn't discriminated.
16:29I said I wasn't discriminated at all.
16:31But I realized
16:33But I realized
16:35that the marriage
16:37is too uncertain.
16:39is too uncertain.
16:41is too uncertain.
16:47But I admired
16:49the beauty of it.
16:51That's why I'm open during the day as well.
16:55I see.
16:59The highlight of the day is Yukari's soup curry.
17:03Maybe Kitano-san's wife will come as well.
17:06My wife recently took me to a soup curry shop.
17:09Kitano-san's wife seems to like soup curry,
17:13so maybe she'll notice the goodness of soup curry as a snack.
17:22Let's give it a try.
17:26Shuuichi's lunch sales.
17:34Thank you very much.
17:46I wonder if the customers will come.
17:49I wonder if the customers will come.
17:57Oh, someone is coming.
18:00Yukari-san's ability is amazing.
18:06Welcome.
18:08Hello.
18:11Thank you very much.
18:12Can I have two soup curry, please?
18:15Certainly.
18:18I see.
18:24It's too good.
18:26It's really good.
18:29Is this a snack at night?
18:33Yes.
18:34The set price is 3,500 yen.
18:37If you come during the day, you can have it for 500 yen for the first time.
18:41Please come again.
18:44Is it okay for women to come?
18:46You're welcome.
18:48Let's drink, talk and have fun.
18:53Welcome.
18:55I'm Kitano's wife.
19:01Please come in.
19:05Please put your bag aside.
19:07Thank you very much.
19:10My husband told me that Yukari-san's soup curry was delicious.
19:14So I thought I'd try it.
19:16Thank you very much.
19:18I'll prepare it now.
19:21I'll have a drink, please.
19:23Yes.
19:28Snacks are not only for men.
19:34Recently, there are more female customers.
19:40Would you like something to drink?
19:43I'll have a drink with my husband's bottle.
19:48You like alcohol, don't you?
19:50I used to drink a lot when I was young.
19:52Recently, I've been busy with my family.
19:55I see.
19:57I'm happy to be free during the day.
20:09You're welcome.
20:18I may have misunderstood about snacks.
20:23Can I come again?
20:25Of course.
20:27Whether it's day or night.
20:30Thank you very much.
20:33Be careful because it's cold today.
20:36Please come again.
20:39It's cold.
20:44There are a lot of customers.
20:48There were a lot of customers until now.
20:51It was fresh.
20:53Snacks Yukari.
20:55Soup curry Yukari.
20:57There is also a pattern like this.
21:01Soup curry Yukari.
21:07Yukina.
21:09Why did you decide to work here?
21:15Is there a reason why you came here?
21:20I...
21:24I've been studying hard at university.
21:29I...
21:32I didn't know anything about internship.
21:38I didn't know what to do.
21:41Professor Hayakawa recommended me to work here.
21:45You are excellent.
21:51But you should work a little more.
21:55Marketing is not done in the classroom.
21:58It's done on the spot.
22:02It's a serious story.
22:09How about snacks?
22:13I don't know much about snacks.
22:21What are you going to do next?
22:25I don't know.
22:29Can I help you next?
22:33Of course.
22:35Yukina is one of us.
22:37No.
22:39We are friends.
22:41Right?
22:42Yes.
22:43In other words, she is my junior.
22:46Yes.
22:47Nice to meet you.
22:49Yes.
22:51Yes.
22:53Yukina, what are you going to do next?
22:59I'm going to get a new client.