Topics: Procter & Gamble, Hong Kong, Brand management Pages: 5 (1240 words) Published: August 4, 2013
Introduction to Marketing

Written Report

SK-II Segmentation, Targeting & Positioning in Hong Kong

Group Members: (Group 2)

Chan Yuk Fung, Nichole

Ho Wai Ki, Vivian

Kwan Tsz Kwan, Sita

Ng Chun Ting, Jacky

Yuen Ka Wai

Date of Submission: 18 Apr 2012


1) Introduction of SK-IIP.3

2) Segmentation for SK-II customersP.3-4

3) Analysis of SK-II SegmentationP.4

4) How SK-II target their customersP.4-5

5) Positioning& Value PropositionP.5

6) ConclusionP.5

7) ReferencesP.6-7

Introduction of SK-II

SK-II, is a Procter & Gamble (P&G) Beauty brand, launched in 1980 in Japan. SK-II is often considered one of the most expensive beauty brands in the world. There are two main SK-II product lines, which are cosmetics and skin care products. Pitera is their patented ingredient for producing the skin care products, one of the well-known products is SK-II Facial Treatment Essence. SK-II is sold in many international markets over the world, such as Hong Kong, Taiwan, Japan, the United States, the United Kingdom, etc.(*1) For the following paragraphs, we will discuss about the analysis of SK-II Segmentation and how SK-II target their customers and position their own brand. Segmentation for SK-II customers

SK-II focused on the desires of elegancy and professional image from the consumers, so SK-II proposed their brand as honorable, elegant, high-class & high-quality. There are three categories which SK-II will consider for customer’s segmentation, and they are Psychographic, Demographic and Behavioral. First of all, as we know, SK-II had invited some of the female celebrities as SK-II ambassadors. Carina Lau, QiQi, Sammi Cheng are the best-known prolocutors for SK-II. (*2) Those characteristics from the ambassadors are prestigious, elegant and poised, also their careers are very successful. We can conceive that SK-II focused on the middle class, upper middles and upper uppers from the variables of social class, which consumers are affordable for those costly SK-II products. Moreover, SK-II targeted the consumers who pursue the sense of vanity, that’s mean they are ambitious in personality. Recently, SK-II invited Angelica Lee and Rebecca Tang as the new SK-II ambassadors, (*2) and we know SK-II target customers will become younger and more neutral.

Second, every woman desires to keep her own face younger and younger. According to the statistical table for Hong Kong Population by Age group and Sex from Census and Statistics Department 2011, Female group in Hong Kong is more than Male group in Hong Kong. Also, age groups from 35-39, 40-44, 45-49, 50-54 are the majority of total population. (*3) Therefore, SK-II is aimed at those groups as their target customers and the most important selling point for those customers is “Anti-aging”. Last but not least, every women wishes to have a perfect wedding and become the most beautiful bride in her own wedding. Based on those kinds of reasons, SK-II developed different product lines to fulfill women’s needs at different life stage, such as pre-wedding brides, pregnant women and the women who just gave birth. (*4) Therefore, SK-II products can be used in different kinds of special occasions. Analysis of SK-II segmentation

For the figure from Procter and Gamble 2010 Annual report, both the volume and the net sales of SK-II increased, compare with its 2009 Annual Report. The increasing percentage is about 2-3%. (*5) Also, from Year 2008 to 2010, SK-II has received various Awards, which were distributed by different publishers from different Fashion and Beauty magazines. Facial Treatment Essence is most famous and successful among all the SK-II products, such as, Top 100 Prize of popularity Award from Marie Claire in Taiwan with continuous Year 2008 to 2010 and The...

References: [4 Apr, 2012]
2) Wikipedia, SK-II Prolocutor
[4 Apr, 2012]
[9 Apr, 2012]
4) SK-II Official Website in Hong Kong, Skin Care Tips
[5 Apr, 2012]
[5 Apr, 2012]
6) SK-II Official Website in Hong Kong, Awards
[5 Apr, 2012]
[5 Apr, 2012]
8) SK-II Official Website in Hong Kong, Store Locator
[5 Apr, 2012]
[4 Apr, 2012]
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