Procter And Gamble En Japan

P&G Japan: The SK-II Globalization Project.

1- SK-II, has the potential of becoming a global brand within Procter & Gamble’s worldwide ooperations for several reasons. First of all, since thebrand has been succesful in Japan with the discriminating japanese consumer, this is a good indicator that the brand could be very attractive to other cultures as well. Another reason why SK-II has a goodpotential is that its products have a very good margin, or at least that was the case of Japan. The meaning of that is that when entering in different markets, SK-II has the possibility of makinggreat profit, and in countries where price should be reduced according to the income of the population, SK-II can reduce its prices a little bit and still make a decent margin. In adiition, researchfound that even though women in the U.S were satisfied with the products they had, and had a good clean feeling by using bar soaps, they felt that it was leaving their skin tight and dry. Moreover, inEurope women were consuming and applying a cleansing milk with a cotton pad, and even though it left their skin moisturized and conditioned, they felt that it was not leaving their skin as clean as theywould like it to be. All these reasons explain why SK-II has the potential to become a global brand within Procter & Gamble’s worldwide operations.

2)- There are several benefits when analyzingSK-II for the Japanese market. First of all, Japanese women were among the most sophisticated users of beauty products in the world, and per capita they were the world´s leading consumers of theseproducts. This in addition to the already knowledge of the product by the Japanese women is a very good benefit when analizing the Japanese market. Another benefit, was that the succesful experience of thefoaming massage cloth convinced De Cesare that there was a significant opportunity to expand sales by extending the SK-II line beyond its traditional product offerings. Moreover, another benefit...