The current brand mantra of “Live clear” is derived from a good cause of empowering women whom play a nurturing role in the family. Nevertheless, it lacks inclusiveness for the new target groups and this is especially important as SK-II seeks to explore new market segments. Through the brand frenzy exercise, the team re-evaluated the mantra of the brand and identified “Going beyond Perfection” and “Drops of Purity” as the new cause and tagline for the future of SK-II.  

 

 

 

 

To bring SK-II to the next level, the “Going beyond Perfection Campaign” will be the the key theme guiding the implementations that seeks to include the new target segments, the gap as well as the state of the CBBE pyramid the segment is in.

 

Gentlemen and Missus

As these 2 segments are relatively new, the strategies of the campaigns are mainly intended to strengthen its fundamentals among the lower half of the pyramid, namely brand Salience, Performance and Imagery. With good fundamentals, it would path the way for a better transition as the brand converts the segment to the highest level of the pyramid.

 

Madam

With years of marketing, the Madam segment is established at the bottom of the pyramid. This campaign with instead focus on building the brand for the upper half of the pyramid namely, Judgement, Feelings and Resonance. As highlighted, the Madam exhibits weak loyalty to the brand; thus, this program; Redefine Perfection, seeks to established and strengthen the bond with these pool of loyal customers with loyalty programs that would cater and entice them.

This program will also serve as a platform to consolidate and firm up the different levels of customers to the brand and hence, cater appropriate program that would connect and retain them with the brand.

 

The campaigns are:

Table 1: In Terms of Market View