SK II Men Project
Executive Summary
In this paper, we are trying to explore the products – “SKII Men Facial Treatment Essence”, to analysis what segmentation, targeting and positioning of this products has been used, what the advantage of applying in Maslow’s Hierarchy, to analysis it is in which adopters stage, and what we could do more on promotions to help the products to lead the way of success and do better in the market.
Background
SK-II is a Procter & Gamble Beauty brand, launched in 1980 in Japan.
The history of SK-II goes back to the 1970s when a scientist in Japan noticed that very soft and youthful hands of women working in a Japanese sake brewery. After years of research the scientists were able to isolate natural, nutrient-rich liquid which they called Pitera. Nowadays, somebody even called it “Magic Water”.
In 1980, the Japanese branch of Max Factor acquired rights to the ingredient, and launched the first cosmetic product containing the ingredient: Max Factor Secret Key with Pitera. Although only modestly successful, its customer base was very loyal, so Max Factor expanded the range, renaming it Max Factor SK-II.
In the succeeding 15 years, Max Factor passed through the hands of five different owners, each of whom ignored the SK-II product, until 1995, when current owner Procter and Gamble executive the brand, they made several changes to the company, they discovered Japanese women disliked the brand, so they focused instead on the SK-II cream instead. Within five years, it became Japan's top prestige cosmetics and skin care brand. STP analysis
Segmentation:
Market Segmentation is a process of dividing a market into different groups of customer who share a similar set of needs and wants with different geographic, demographic, psychographic and behavioral.
SK-II MEN is a new developed skin care line under the brand and especially for men using. SK-II MEN launched in Hong Kong market at Nov 2011. It includes different type of skin care.
In this paper, we are trying to explore the products – “SKII Men Facial Treatment Essence”, to analysis what segmentation, targeting and positioning of this products has been used, what the advantage of applying in Maslow’s Hierarchy, to analysis it is in which adopters stage, and what we could do more on promotions to help the products to lead the way of success and do better in the market.
Background
SK-II is a Procter & Gamble Beauty brand, launched in 1980 in Japan.
The history of SK-II goes back to the 1970s when a scientist in Japan noticed that very soft and youthful hands of women working in a Japanese sake brewery. After years of research the scientists were able to isolate natural, nutrient-rich liquid which they called Pitera. Nowadays, somebody even called it “Magic Water”.
In 1980, the Japanese branch of Max Factor acquired rights to the ingredient, and launched the first cosmetic product containing the ingredient: Max Factor Secret Key with Pitera. Although only modestly successful, its customer base was very loyal, so Max Factor expanded the range, renaming it Max Factor SK-II.
In the succeeding 15 years, Max Factor passed through the hands of five different owners, each of whom ignored the SK-II product, until 1995, when current owner Procter and Gamble executive the brand, they made several changes to the company, they discovered Japanese women disliked the brand, so they focused instead on the SK-II cream instead. Within five years, it became Japan's top prestige cosmetics and skin care brand. STP analysis
Segmentation:
Market Segmentation is a process of dividing a market into different groups of customer who share a similar set of needs and wants with different geographic, demographic, psychographic and behavioral.
SK-II MEN is a new developed skin care line under the brand and especially for men using. SK-II MEN launched in Hong Kong market at Nov 2011. It includes different type of skin care.