SK2中国地区品牌市场营销案例分析报告.pptx

#CHANGE DESTINYSK-II市场营销案例分析报告CONTENTCase BackgroundCase IntroductionExecutionEvaluationLearning InsightCASE BACKGROUNDCompany OverviewSK-II is a well-known Japanese brand owned by PG, who launched its skincare products in 1980.Positioning: High-end skin care beauty products providerInherit PG value and principle: improving more consumers’ lives in small but meaningful ways each dayCASE BACKGROUNDCompany OverviewCosmetic Industry TrendWSLack of interaction with target audience Brand heritageSteady growthOTMarket growth decrease with intensive competitionThe cosmetic market in China is still growingSK-II needs to enhance MUTUAL COMMUNICATION EMOTIONAL CONNECTIONS with its target audienceCONCLUSION* According to annual growth of cosmetic retail sales data from Statista.CASE BACKGROUNDCompany OverviewTarget audienceIt mainly targets women aged 25-40, who are either urban, white-collar workers, spouses of white-collar workers.Characteristicwith middle or upper level of incomeWith upper educational levelFocusing on the quality of livingEmphasizing on spiritual needsHow can SK-II reach its target audience?CASE BACKGROUNDSocial ContextFem-vertising——pro-female messaging within advertising 91%94%believe how?women are portrayed in advertising has a direct impact on girls’ self-esteemagree that portraying women as sex symbols in advertisements is harmful.51%71%52%think brands should be responsible for using advertising to promote positive messages to women and girlslike pro-female ads because they believe they break down gender-equality barriershad purchased a product because they liked the way the ads portrayed women.* According to the survey on 628 women about their thoughts on femvertising conducted by SheKnows Media.CASE BACKGROUNDSocial ContextGlobal Dream Index SurveyThe survey polled 5,400 women from 14 countries across six continents, found that key barriers for women to pursuing dreams were limited financial support, fear of going out of one‘s comfort zone and not