Sk-Ii
Table of contents 1.0 Introduction 2 2.0 New Product Development of SK-II 3 2.1 Strategy 3 2.2 Idea Generation 4 2.3 Screening 5 2.4 Concept development and testing 6 2.5 Business analysis 7 2.6 Product Development and Testing 8 2.7 Test Marketing 8 2.8 Commercial and launch 9 3.0 Critical Issue of SK-II 11 4.0 Conclusion 12 References: 13
1.0 Introduction The Procter & Gamble Company (P&G) boasts boatloads of brands. The world 's top maker of household products courts market share and billion-dollar names. The company divided into three global units which are household care, beauty and grooming, and health and well-being. The company also makes pet food and water filters and produces a soap opera. P&G 's many famous brand are under P&G Multinational Corporation which included Febreze, Fusion, Always, Braun, Bounty, Charmin, Crest, Downy or Lenor, Gillette, Iams, Olay, Pampers, Pantene, Pringles, Tide, SK-II, and so on. Their market capitalization is greater than the GDP of many nations. They penetrate more than 180 nations of the world. Their purpose is to come out with the branded products and services of superior quality and value that improve the lives of the world’s consumer. In return, the consumer will reward the P&G with leadership sales, profit and value creation (P&G, 2011).
SK-II is a one of the Procter & Gamble Beauty brand. This product has been launched in Japan market since 1980. SK-II can be considered as the one of the most expensive beauty brands in the world until today. SK-II history started at 30 years ago, when a scientist in Japan noticed that old women who working in a Japanese Sake brewery have very soft and youthful hands accidentally. The scientist was curious with that incident. So, they started conducting a research to find out the answer (Wikipedia, 2011). During that research, the scientist used 5 years to screen over 300 types of yeasts and refined the precise conditions for
1.0 Introduction The Procter & Gamble Company (P&G) boasts boatloads of brands. The world 's top maker of household products courts market share and billion-dollar names. The company divided into three global units which are household care, beauty and grooming, and health and well-being. The company also makes pet food and water filters and produces a soap opera. P&G 's many famous brand are under P&G Multinational Corporation which included Febreze, Fusion, Always, Braun, Bounty, Charmin, Crest, Downy or Lenor, Gillette, Iams, Olay, Pampers, Pantene, Pringles, Tide, SK-II, and so on. Their market capitalization is greater than the GDP of many nations. They penetrate more than 180 nations of the world. Their purpose is to come out with the branded products and services of superior quality and value that improve the lives of the world’s consumer. In return, the consumer will reward the P&G with leadership sales, profit and value creation (P&G, 2011).
SK-II is a one of the Procter & Gamble Beauty brand. This product has been launched in Japan market since 1980. SK-II can be considered as the one of the most expensive beauty brands in the world until today. SK-II history started at 30 years ago, when a scientist in Japan noticed that old women who working in a Japanese Sake brewery have very soft and youthful hands accidentally. The scientist was curious with that incident. So, they started conducting a research to find out the answer (Wikipedia, 2011). During that research, the scientist used 5 years to screen over 300 types of yeasts and refined the precise conditions for
References: BeautyKat. (2011). Wanna Try. Retrieved March 20, 2011, from http://beautykat.com/Wanna-Try/c158/index.html?filter_id=2&cPath=158&sort=2a&onpage=12 Ivythesis Mighty Students. (2011). Global Strategy. Retrieved March 20, 2011, from http://www.mightystudents.com/essay/Global.Strategy.essay.103628 Multiply P&G Japan. (2004). The SK-II Globalization Project. Retrieved March 12, 2011, from http://74.125.155.132/scholar?q=cache:QiiOgRgX_y0J:scholar.google.com/+SK-II+objectives&hl=en&as_sdt=0,5 P&G P&G. (2011). Procter & Gamble. Retrieved March 11, 2011 from http://www.procter-gamble.cz/english/procter-gamble.php Procter and Gamble sgcGo. (2009). Get 30ml SK-II Facial Treatment Essence Sample. Retrieved at March 22, 2011 from http://sgcgo.com/get-30ml-sk-ii-facial-treatment-essence-sample/ Roll, M SK-II Malaysia. (2011). Celebrities QiQi. Retrieved March 20, 2011, from http://media.sk-ii.com.my/about_celebrities_qiqi.php SK-II Women Online Spa. (2009). What is SK-II. Retrieved March 20, 2011, from http://www.womensonlinespa.com/what_is_sk-ii.htm Xinhua English Young, M., & LIU, Y. (2006). SK-II. Retrieved at 2011, March 12 from http://www.bjreview.com.cn/business/txt/2006-12/20/content_51357.htm Younger You