SK II Case Study in Thailand
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Transcript of SK II Case Study in Thailand
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Case Study in Thailand
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Age: 20 - 50 yrs old Gender: Female Occupation: Working adults, housewife Income Range 20,000 THB – 200,000 THB
DEMOGRAPHIC
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Perception: High quality premium brand. SK-II products act as a skin whitener and anti-aging treatment, which is a desirable trait for women in Asia because whiter skin symbolizes wealth and status
Motivation & Needs: Smooth, reduces wrinkles and whitens skin
Attitude & Personality: Young, luxury wealth
PSYCHOGRAPHIC
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Target Customer
Women between ages of 20 to 50 years
Women who are either urban, white-collar workers, spouses of white-collar workers
The similarity between these groups is that all of these women have access to a disposable income, allowing them to spend money on expensive, luxury cosmetics items
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Products and Prices
Price: 2,500 THB 3,900 THB 4,900 THB. 75 ml , 150 ml , 215 ml
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• SK-II is owned by P&G Japan which launched its skincare products in 1980
• SK-II is recognized as one of the leading skincare brands and products sold in seventeen markets around the world
• SK-II is a high-end skin care product, which has proven to be a success in the highly selective and competitive Japanese cosmetics market.
• The remarkable story of SK-II began on the day scientists noticed the youthful hands of women working in a sake brewery in Japan over 30 years ago.
About SK-II
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• Launched in Thailand in 2003
• The company's legendary line was started with a single product : Facial Treatment Essence, packed with the trademark ingredient known as Pitera, a natural, nutrient-rich liquid isolated from the sake fermentation process
• SK-II currently offers a range of skin care products that covers all sectors of the market, including the recently introduced SK-II Men in October 2012
• SK-II has taken a 5-per-cent share of the premium market
• Sales of the SK-II brand are now growing faster in Thailand than in any other world market.
• It took only two years for SK-II to achieve their goal in Thailand
SK-II in Thailand
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In Thailand, SK-II first gained prominence 10 years ago through ambassador Sopidnapa Chumpani, whose iconic short crop drove half the women in the country to the salon asking for a similar hairstyle and whose crystal-clear skin has been synonymous with SK-II Thailand ever since.
SK-II’s Thailand Brand Ambassador # 1
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Suquan Bulakul is a popular TV host and actress and now a spokesperson for SK II products in Thailand. She is married to a leading Thai businessman and often attends social events
SK-II’s Thailand Brand Ambassador # 2
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Understanding the Thai market and target group
• Thais usually prefer ‘Made-in Japan’ over ‘Made-in Thailand 'products. The ‘made-in’ image is the picture, the reputation, the impression that consumers attach to the products of a specific country.
• Thais often associate the made-in Japan image with high-quality or premium products, which encourages Thai consumer’s willingness to pay a premium price.
• The introduction of Japanese cosmetics influences Thai perceptions of beauty, because it portrays women with fair-toned skinned, creating high demand for whitening products.
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Active in social events in Thailand
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What makes SK II successful in Thailand? SK-II Facial Treatment Essence contains pitera that makes the
product unique. Asian society’s obsession with white skin Heavy on advertising on TV and magazine