The brand crisis of SK II in China
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Transcript of The brand crisis of SK II in China
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GREAT LEADER
SYNDICATEMBA EXECUTIVE 46
29111311 Haidir Afesina29111328 Hendra Winata29111329 Mita Listyatri29111338 Andek Prabowo
29111344 Aprian Eka Rahadi29111384 Chairunnisa Mirhelina29111387 Franciscus Xaverius Kresna Paska29111393 Agung Indri Pramantyo
BEAUTY AND THE BEAST :
THE BRAND CRISIS OF SK-II
COSMETICS IN CHINA
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Outline
List ofFact(s)&Issu(es)
Possible Solution(s)Focus Problem(s)
Recommendation(s)
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P&G Facts
Guangzhao
1988
Shanghai
1991
Acquired in
1991
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SK II Facts
25-40
PRODUCT PROMOTION
PLACE PRICE
Cosmetics
Universal name
Quality
BIG cities
High-end
Professional
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Issues
Cr&
Nd
Counterfeit productsPolitics
Lab.resultsCompetition
Misleading Ads
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Focus Problem
12 years younger in 28 days
reduced 47% wrinkle
BRAND
CRISIS
$24,000
Sued
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Solution
Customers are a master story teller
CONSUMER INSIGHT
Value Creation = Differentiation
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Recommendation
IconEducating Experience
Government
World Society
Product
CO-CREATION
COMMUNITIZATION ATL ADVERTISEMENT
http://localhost/var/www/apps/conversion/tmp/scratch_1/100_0004.MOV -
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Conclusion
Perception = Reality = Value
Gov
Globalization
Brand
Ambassador
R&D Collaborate
with customer
