Firstly, it can help to increase Brand Awareness among the non-users when Perfect Pamper is first introduced, organized and being talked about. This will stir their curiosity and induce them to check out SK-II.

 

For Brand Imagery, SK-II can take on positive associations to users’ significant life events or memories by making them feel pampered, treasured and taken care of during these events. This is achieved through SK-II providing guidance and tips to facilitate the entire process and help make it easier for the users. Since these events are important to the users, they will feel thankful towards SK-II as a content provider to help them and complete their wonderful experience.

 

Brand Feelings are heightened since their strategies evoke positive feelings of security since SK-II provided them with help when they need it the most. The sense of assurance and comfort is felt by users when SK-II is there to support them in their significant situations. Furthermore, SK-II is selling a lifestyle package to users, encouraging them to adopt the SK-II lifestyle to live with sophistication. It can increase the self-respect feelings that users have about themselves by making them feel better.

 

It can also increase Brand Judgment due to their differentiation from the other premium skincare brands by listening to their needs and helping to satisfy them. Also, brand credibility and trustworthiness is improved with the associations from professionals from the different fields when they attend the events. There will be an increase in likeability and consideration since the pampering sessions are satisfying the users’ needs.

 

Brand Resonance will be boosted due to the relationship marketing aspect of the SKIIN database. The database is using permission marketing to gain users’ trust. One benefit of this is that it ensures that SK-II is targeting the right users who are interested in building a long term relationship with SK-II. With the users’ permission, SK-II can further strengthen the relationships with them using the customized marketing approach by matching their needs to the events.  With stronger relationships, users will desire to receive more communications from SK-II in the future, generating attitudinal attachment overtime.  Also, users are more likely to actively engage with SK-II using the blog channel. This solves the problem of users being shy to let others know that they are using SK-II since it is done through an online platform where their identities are more protected.

 

One limitation is due to budget constraints, the events can only be held three times a year, limiting the number of users that SK-II can reach out to. Furthermore, there are currently three different segments for them to target hence restricting the target segments to only one session per year. However, if the results are promising, the frequency of the events can be increased. Additionally, SK-II can determine the target market that has the greatest potential to spend and prioritize this segment by involving them more during the events. 

 

Another limitation is that the blog may need extra manpower to moderate and monitor the discussion. Due to the masked identity of the users, competitors may use it to find out more about SK-II’s users and even marketing plans that may have dire consequences on SK-II and threaten their position in the industry. One solution is that SK-II screen the registered users based on the SKIIN Database on the discussion forum so as to keep it within the community of users. As for the blog, everyone will be able to access it and get information from there.