PG Japan; Sk-2 - 1762 Words

* Case Paper: Pamp;G Japan: The SK-II Globalization Project Mina Uwakubo Hawaii Pacific University Mr. Louis R. Collazo MGMT 6310 April 8, 2012 SK-II’s success is not only prestige skin care product or advanced technology but also its marketing approach to build the new brand. Pamp;G succeeded to connect between the core technology or product concept and local market. Through Japanese market among the world’s toughest competitors, Pamp;G developed potential source of innovations. In addition, SK-II’s marketing strategy built a new approach, Market research, Concept, Packaging, Positioning, Communications strategy. It was a big challenge that Pamp;G shifted from Mass marketing, such as Olay brand, to Class marketing. SK-II’s†¦show more content†¦Ã¢â‚¬ ¢ Price: Premium price †¢ Place: Luxury and counter at department store †¢ Promotion: Counseling by beauty counselor, TV advertising, Beauty magazines Pamp;G utilized and rebuilt its distribution channels of using trained personnel at beauty counters throughout Japan. SK-II’s success had been achieved in a culture where the customers, distribution channels, and competitors were different from in other countries. For example, Japanese customers more educated, average Japanese women spent 4.5 minutes on her face cleansing, and most sophisticated users of beauty products in the world. On the other hand, in China customers due to Olay’s education recently moved from a one-step skin care process to a three-step cleansing and moisturizing process. However, unlike China, Europe had a large and sophisticated group of beauty-conscious customers who is already practiced a multistep regimen. As we see it is model is transferable but they have to modify some of models characteristic depending on customers behavior, competitors and market factor. Pamp;G Japan’s competitive advantage is firm-specific but SK-II’s advantage is country-specific. I would suggest that de Cesare would be to expand SK-II brand within Japan. The company should continue to build on SK-II’s success in Japan. By building on brands success in the proven domestic market, Procter amp; Gamble would beShow MoreRelatedPG Japan: the Sk-Ii Globalization Project1692 Words   |  7 Pagesbefore deciding what to recommend in your SK-II presentation to the global leadership team (GLT)? What kind of analysis will you need to do in preparing for that meeting? There are many factors that need to be considered when deciding recommendations to the GLT of SK-II. Being that this is PG’s first proposal to build a Japanese brand worldwide, it is important to take into consideration different cultures than of the consumers in Japan. Since 2005, PGs global organization has been in theRead MorePg Japan1454 Words   |  6 Pagesto global business management. In the context of these changes introduced by Durk Jager, Pamp;G’s new CEO, Paolo de Cesare is transferred to Japan, where he takes over the recently turned-around beauty care business. Within the familiar Max Factor portfolio he inherits is SK-II, a fast-growing, highly profitable skin care product developed in Japan. Priced at over $100 a bottle, this is not a typical Pamp;G product, but its successful introduction in Taiwan and Hong Kong has de Cesare thinking theRead MorePG Japan1409 Words   |  6 Pages Does SK-II have the potential to become a global brand within Procter Gamble’s worldwide operations? Why or why not? 2. Which of the three market options should Paulo Decesare recommendation to the GLT? What benefits do you expect to gain? What risks do you see? 3. How Should he implement your recommended option? What are the implications for PG’s new post-O2005 organization? What support and/ or resistance do you expect? How will you manage it? 4. Why was SK-II so successfulRead MorePG Japan1395 Words   |  6 Pages Does SK-II have the potential to become a global brand within Procter Gamble’s worldwide operations? Why or why not? 2. Which of the three market options should Paulo Decesare recommendation to the GLT? What benefits do you expect to gain? What risks do you see? 3. How Should he implement your recommended option? What are the implications for PG’s new post-O2005 organization? What support and/ or resistance do you expect? How will you manage it? 4. Why was SK-II so successfulRead MorePG Japan: Sk-Ii Globalization1032 Words   |  5 PagesIn the highly competitive Japanese skin-care market, PG ¡Ã‚ ¦s new SK-II product has proven its success as a premium and prestige offering. PG has gained significant knowledge transfers from SK-II development and further, has successfully tapped the fickle Japanese market and has devloped a loyal user-base in Taiwan and Hong Kong. With its phenomenal success, it is only logical that PG consider rolling-out the SK-II product-line to the international market. However, while there is significant worldwideRead MoreAs Paolo Decesare, What Factors Do You Need to Consider Before Deciding What to Recommend in Your Sk-Ii Presentation to the Global Leadership Team (Glt)? What Kind of Analysis Will You Need to Do in Preparing for?1306 Words   |  6 Pagesquestion The factors appropriate for SK-II as an existing brand in a country which would have had some priority over other products in the market will have to consider the PESTEL factors, Porter s five forces, SWOT,Marketing mix,Investment decision and the culture as well must be understood to position the product in new global market. PESTEL FACTORS This looks at the possibility of how SK-II cosmectics product can be a booming brand in Japan for Pamp;G company to grow their market shareRead MoreCase Study PG Sk-Ii Product in Japan and East Asia1527 Words   |  7 PagesPamp;G Japan SK-II Case Study Up to 1984, Pamp;G’s Japanese operation was a failure due to the following reasons: 1. Pamp;G did not take the time to determine the local needs based on the culture and common practices amongst the Japanese people. The product development was based on Western markets and it was assumed that it would streamline itself to other areas of the world. An example cited in this case study was the use of tap water for laundry washes without implementing aRead MorePG Global Expansion4949 Words   |  20 PagesCesare, president of Max Factor Japan and GLT member on the Beauty Care GBU, is to present an analysis of SK-II’s potential to become a truly global brand. There are 3 alternatives for SK-II’s global strategy: To build on the brand’s success in Japan, tap into China, or expand SK-II into Western Europe. If Pamp;G chooses to focus on Japan, it is possible that they might achieve national brand recognition. However, to become a truly global brand, it is necessary that SK-II enters new markets. Yet, weRead MorePG Japan the Sk-Ii Globalization Project2059 Words   |  9 PagesGMBA 5075 International Management Case 5-2 - Pamp;G Japan: The SK-II Globalization Project Group Report Due date: 12/03/12 By: Wendy Rodriguez Francisco Oliveira Francisco Andujar Yichen Li Intro: This case describes how SK-II which is a fast-growing skin care product is becoming very popular with a price to match its performance. After being introduced in Hong Kong and in Taiwan, Pamp;G believes that this brand has a strong global potential. At the conclusion of this case, theRead MoreMarketing1233 Words   |  5 PagesMarketing 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