According Table 3 above, SK-II obtained the highest top-of-mind awareness of 51.6%, while the next top-of-mind brand is Shiseido at only 6.3%. SK-II’s two close competitors, Estee Lauder and Lancome, both came in at 3.1%. In terms of uncued recall, SK-II is still the leading brand at 75% with Clinique, Estee Lauder and Lancome trailing behind at about 20% uncued recall. However, while cued recall of SK-II maintains in the top lead with 97%, the gap greatly narrows between that of SK-II and its competitors. At least six other competitors have a cued recall of 88% or more. Estee Lauder is ranked second with cued recall of 94% while that of Lancome is 88%. Yet, this is consistent with our hypothesis, H1, that SK-II has high top-of-mind awareness.
BRAND SALIENCE
ANALYSIS
RESONANCE
SALIENCE
JUDGMENTS
PERFORMANCE
FEELINGS
IMAGERY
Hypothesis 1: SK-II has high top-of-mind awareness.
Table 3: Memory analysis table for premium skincare brands
BRAND AWARENESS
TRIAL RATES AND INFLUENCE
From our survey, we surmised that SK-II trial rate is 45.3%. However, in order to gain bigger market share by targeting the current non-users, more can be done to influence them to try the products.
Through our survey, we discovered that the most effective way to influence non-users to try out SK-II products is word-of-mouth (at 76%) followed by advertisements (55%), followed by physical counter stores (21%). Even though word of mouth is the most effective, it is also the most difficult aspect to be developed since users need to be satisfied with SK-II and its products.
ANALYSIS
IMPLICATIONS FOR SK-II:
Since hypothesis 1 holds true, it suggests SK-II has very strong, active and effective marketing activities compared to other brands. As beauty products are high involvement goods, even if SK-II has a high top-of-mind or uncued recall may not give them an edge over their competitors. Consumers who are seeking beauty products are likely to take time to analyse and compare between brands, especially for expensive premium products where perceived risks are substantial.
Hence, while SK-II should maintain its current marketing efforts, it should also focus on other aspects besides awareness such as improving trial rates to help increase sales and market share. SK-II can leverage on their high awareness and convert them into trial rates.
They can develop strong customer loyalty so as to promote more word-of-mouth marketing which can translate into higher trial rates.