Case Study in Thailand

Age: 20 - 50 yrs old Gender: Female Occupation: Working adults, housewife Income Range 20,000 THB – 200,000 THB

DEMOGRAPHIC

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

PSYCHOGRAPHIC

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

Products and Prices

Price: 2,500 THB 3,900 THB 4,900 THB. 75 ml , 150 ml , 215 ml

• 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.

About SK-II

• 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

SK-II in Thailand

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.

SK-II’s Thailand Brand Ambassador # 1

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

SK-II’s Thailand Brand Ambassador # 2

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.

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. Asian society’s obsession with white skin Heavy on advertising on TV and magazine