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Case Study in Thailand
DEMOGRAPHIC





Age: 20 - 50 yrs old
Gender: Female
Occupation: Working adults, housewife
Income Range 20,000 THB – 2...
PSYCHOGRAPHIC

Perception: High quality premium brand. SK-II products
act as a skin whitener and anti-aging treatment, wh...
Target Customer
 Women between ages of 20 to
50 years
 Women who are either urban,
white-collar workers, spouses
of whit...
Products and Prices

Price: 2,500 THB 3,900 THB 4,900 THB
75 ml , 150 ml , 215 ml
About SK-II
•

SK-II is owned by P&G Japan
which launched its skincare
products in 1980

•

SK-II is recognized as one of ...
SK-II in Thailand
•

Launched in Thailand in 2003

•

The company's legendary line was started with
a single product : Fac...
SK-II’s Thailand Brand Ambassador # 1
In Thailand, SK-II first gained
prominence 10 years ago
through ambassador Sopidnapa...
SK-II’s Thailand Brand Ambassador # 2
Suquan Bulakul is a popular
TV host and actress and now
a spokesperson for SK II
pro...
Understanding the Thai market
and target group
•

Thais usually prefer ‘Made-in Japan’ over ‘Made-in Thailand 'products. T...
Active in social events in Thailand
What makes SK II successful in Thailand?
 SK-II Facial Treatment Essence contains pitera that makes the
product unique.
...
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SK II Case Study in Thailand

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SK II Case Study in Thailand

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SK II Case Study in Thailand

  1. 1. Case Study in Thailand
  2. 2. DEMOGRAPHIC     Age: 20 - 50 yrs old Gender: Female Occupation: Working adults, housewife Income Range 20,000 THB – 200,000 THB
  3. 3. PSYCHOGRAPHIC 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
  4. 4. 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
  5. 5. Products and Prices Price: 2,500 THB 3,900 THB 4,900 THB 75 ml , 150 ml , 215 ml
  6. 6. About SK-II • 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.
  7. 7. SK-II in Thailand • 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
  8. 8. SK-II’s Thailand Brand Ambassador # 1 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.
  9. 9. SK-II’s Thailand Brand Ambassador # 2 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
  10. 10. 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.
  11. 11. Active in social events in Thailand
  12. 12. 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

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