As a brand under consumer goods giant - P&G, SK-II is able to leverage on the rich marketing experience that P&G has built over the years. From initial evaluation, SK-II seems to be a well-positioned and successful product with loyal customer base. Nearly 72% of the current users from our survey indicated that they are willing to continue using SK-II products.

 

Behavioral Loyalty

Nevertheless upon closer analysis, the loyalist behavior of its loyal customers belongs to the behavioral loyalty stage in resonance level of the CBBE pyramid. From our surveys, focus groups and exploratory studies, many of the users are returning to SK-II because of its products' effectiveness leading to their repurchase habits. Since it is convenient for consumers to repurchase SK-II products, less effort is needed on the consumers' side for the decision making process. This is beneficial for SK-II since it is a product with high perceived risks. As such, the relationship with the brand is said to be on a superficial level because if perceived effectiveness of SK-II products decrease, many customers would engage in brands switching as demonstrated in our survey.  

 

Attitudinal Attachment

Likelihood to recommend (used to measure attitudinal attachment) indicated a score of 7.21, implying that consumers are indifferent to the brand. In addition, the absence of brand feelings in the surveys further suggests that that consumers lack passion for the brand.

 

Active Engagement

SK-II has also recently embarked on popular social media platform, Facebook, to create a community fan page and engage consumers deeper.  It garnered a total of 79,162 likes, in which only 2,896 people talk about it.

 

 

 

 

 

 

 

 

 

 

 

 

To measure the level of engagement from consumers, the engagement rate will be used as a measurement of the results it has achieved on its Facebook page. For example on 25 October 2013, SK-II has a post to introduce its new Magic Ring Consultation device and it accumulated a total of 84 likes and 2 comments (1 questions and 1 reply from SK-II) The engagement rate for the page on 25 October is calculated to be (84 + 2)/ 79,162 x 100% =0.10%. (as of 10 Nov 2013)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

As seen from the picture above, there are comments from followers who are interested. However, the Facebook serves more as a platform feeding information and promotions to their followers. The interaction and engagement is seen to be passive.While one might argue the measure of one day might not be indicative of the overall performance, there is an obvious lack of engagement for SK-II suggest that more can be done to improve it sense of community and hence resonance.

 

In short, brand resonance and the relationship consumers have with brands have two dimensions – Activity and Intensity. Activity tells us how frequently the consumer buys and uses the brand, which we can safely conclude that there are consumers whom are actively using SK-II. However, not many of them are engaging in other activities not related to our purchase and consumption. On the other hand, intensity measures the strength of the attitudinal attachment and sense of community. This is an area that SK-II has to further improve and is currently very lacking in.