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
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How SK-II target their customers
SK-II is under the concentrated marketing. SK-II has the same marketing mix, and it is for the different customer’s segmentations, which are Demographic, Psychographic and Behavioral. There are 2 main product streams for SK-II, which are Skin Care and Cosmetics. The different product has different effect, like Whitening, Wrinkle Resilient and Spot Control. (*7) The price of SK-II is costly and not adjustable, but there are various seasonal packages for their customers in order to attract them to purchase more and more. Also, there are several selling channels for SK-II, such as Sogo Department Stores, Lane Crawford, Watson’s and Mannings. Excluding those channels, SK-II has their own concept stores in Kowloon Bay and Shatin as well. (*8) For the promotion of SK-II, the two most important ways are from Television and Magazine advertisements with their famous ambassadors.
Positioning and Value Proposition
SK-II is under a keen competition and is still highly positioned in Skin Care and Cosmetic Industry. The product positioning is noble, mature, modern and confident. For instance, Olay is defined as low price but in high quality and Shiseido is defined as high price in high quality. However, SK-II products captured the hearts of consumers. SK-II gives the consumers a clear image and picks the right slogan and strategy which
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