SK II Case Study in Thailand

1. Case Study in Thailand

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

3. PSYCHOGRAPHIC
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

4. 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

5. Products and Prices
Price: 2,500 THB 3,900 THB 4,900 THB
75 ml , 150 ml , 215 ml

6. About SK-II
•
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.

7. SK-II in Thailand
•
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

8. SK-II’s Thailand Brand Ambassador # 1
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.

9. SK-II’s Thailand Brand Ambassador # 2
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

10. 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.

11. Active in social events in Thailand

12. 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