Marketing - 1233 Words

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†¦show more content†¦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 whichShow MoreRelatedMarketing Analysis : Marketing And Marketing966 Words   |  4 Pagesreflect back over these last five weeks I now have a clearer view of marketing and how it affects not just the consumers of the world and the companies with their marketing managers, but how it affects me. Yes, I am a consumer who clips coupons, budgets my finances, and looks for sale items and this marketing class has taught me that marketing is more than selling or advertising. Marketing managers have a difficult job, as marketing involves identifying, meeting and satisfying the needs of customersRead MoreMarketing Analysis : Marketing And Marketing1486 Words   |  6 Pagesthis day and age, marketing plays a pivotal role in the business environment. Marketing is dynamic, complicated and challenging. 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