As Paolo Decesare, What Factors Do You Need to Consider Before Deciding What to Recommend in Your Sk-Ii Presentation to the Global Leadership Team (Glt)? What Kind of Analysis Will You Need to Do in Preparing for?

There are three key issues that are present at SKS Manufacturing that need to be systematically tackled in order for stabilization of the business to occur and the long-term redesigning process to be effective. The key issues facing SKS Manufacturing are: (1) cash flow shortage (2) weak alignment and integration within the value chain and (3)

Promotion is about how the customers are informed about a particular product or service and plays a vital role. So promotion basically carries the 3 Ps of the marketing mix by presenting that all important information to the right target market.

“Promotion refers to the advertising and selling part of marketing. It is how you let people know what you’ve got for sale. The purpose of promotion is to get people to understand what your product is, what they can use it for, and why they should want it.”

Promotion is a way company communicates messages on what the pruct does and what does the product can offer customers. It includes below elements:

The entire purpose of promoting products is to create awareness, persuade and inform customers about your product or service while identifying key features compared with competitive products. There are many benefits of performing successful promotion such as increasing sales and acquiring a greater market share, showing your products features and exposing competitive product’s flaws, teaching the market benefits of your product, explaining different usage of your product, conveying your brand image of your organisation and promoting new and improved features of your products.

The purpose of this study is to explore three companies by focusing on how the brands have been performing as well as what the customers and other stakeholders are saying about the different brands. This study will also summarize the strategic issues that the companies and those they are likely to experience in future.

In period 3 the market share was lowest than it had ever been before (19.1%), net contribution became higher than in the previous years and the stock price index dropped. Looking at the sale force management, the SAKE brand concentrated most of its sales force on mass merchandise and the SAFE brand gave more attention to the departmental stores. Seven marketing research studies were purchased, the base cost for both brands increased than before, more sales persons were hired and trained than in the previous periods. Following the multidimensional scaling, the brand performance for SAFE was pretty high on a scale of 16/20. But at the level of convenience it was poor with a negative scale of 15. The influence of the product characteristics on MDS dimensions were generally not impressive but the performance for power was very strong, convenience in terms of design was strong, but the performance of the weight, design and volume were average. The firm A fell behind other firms in terms competitive advertisement and in spite of all the investment on marketing research to boost purchase, consumer interest was still not impressive. For three periods, the SAKE brand was performing a lot better than t SAFE.

The main aim of a promotion is to persuade, inform and make people more aware of a company’s brand, as well as improving the overall sales figures. Advertising is the most widely used form of promotion, and can be through the media of TV, radio, journals, cinema or outdoors (billboards, posters). The specific sections of society being targeted will affect the types of media chosen, as will the cost. If you were a toy manufacturer, you might want an advertising spot during children 's TV. If you ran a local restaurant, you might choose a local paper or radio. A small or local business would not usually advertise on TV, because it is very expensive. Sales promotion is designed to encourage new and repeat sales. Loyalty cards, free gifts, competitions and voucher schemes are the most popular. Companies use sponsorship and public relations to improve their image, notably through financing sports, the arts and public information services.

• We recommand P&G to directly invest in this market by focusing only on Marketing and Distribution to roll out SK-II (a special product) in a foreign market. It should not be an advantage for P&G to acquire subsidiaries, or to license or to franchise because resources and capabilities of SK-II are located in Japan. It would be difficult to find same raw materiels to produce SK-II in another country. Exporting SK-II in a foreign market will be better, for that they should emphasize on: • Differentiation advantage, • Changing customer behavior, • Product positionning, • Pricing policy, • Advertisement, • Counseler team…

1. Does SK-II have the potential to become a global brand within Procter & Gamble’s worldwide operations? Why or why not?

Does SK-II have the potential to become a global brand within P&G’s worldwide operations? Why or why not?

Place (Distribution): The Company due to its long presence in the industry had existing distribution network. The company appointed at least one distributor in each state in U.S. who in turn distributed the product and software to retailers. They were able to place and display the product at major super markets and shopping malls.

Promotion – Promotion means making customers aware about your products and introducing the customers with the benefits which they can get by buying their products. They can do advertisements, direct marketing and sales promotion for the promotion of the product.

Promotion is perhaps the most important element in the marketing mix. Companies introduce sales promotion campaigns for capturing market. Price discounts and schemes like buy one, get one free are also offered as sales promotion. Various sales promotion techniques are introduced at the consumer and dealer levels. Window display, provision of after sales services and coordinal public relations also facilitate sales promotion. Massive advertising is useful to support the sales promotion campaigns.

Promotion is an aspect of the marketing mix that has great importance. In order for our product to be successful, the promotion we use will be very vital. This is because of the fact that the method of promotion we use for the product can help to differentiate our product from other products which makes it unique and outstanding amongst other brands. Moreover, using the right promotion can be used as a way to persuade consumers of our product that they made the right choice.