Marketing
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
Content
1) Introduction of SK-II P.3
2) Segmentation for SK-II customers P.3-4
3) Analysis of SK-II Segmentation P.4
4) How SK-II target their customers P.4-5
5) Positioning & Value Proposition P.5
6) Conclusion P.5
7) References P.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
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
Content
1) Introduction of SK-II P.3
2) Segmentation for SK-II customers P.3-4
3) Analysis of SK-II Segmentation P.4
4) How SK-II target their customers P.4-5
5) Positioning & Value Proposition P.5
6) Conclusion P.5
7) References P.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
References: [4 Apr, 2012] 2) Wikipedia, SK-II Prolocutor http://zh.wikipedia.org/zh-hk/SK2 [4 Apr, 2012] [9 Apr, 2012] 4) SK-II Official Website in Hong Kong, Skin Care Tips http://www.sk-ii.com.hk/tc/skin-counselling/skincare-tips.aspx [5 Apr, 2012] [5 Apr, 2012] 6) SK-II Official Website in Hong Kong, Awards http://www.sk-ii.com.hk/tc/about-skii/awards.aspx [5 Apr, 2012] [5 Apr, 2012] 8) SK-II Official Website in Hong Kong, Store Locator http://www.sk-ii.com.hk/tc/where-to-buy/store-locator.aspx [5 Apr, 2012] [4 Apr, 2012]