SK-11 Product Marketing: Market Analysis, Competitor Review & Strategy

This report provides a comprehensive analysis of SK-11, a Japanese skincare brand with a global presence, focusing on its market position, competitive landscape, and potential retail opportunities with Sephora Malaysia. The report begins with an overview of the cosmetic industry in Malaysia, highlighting its growth and the increasing demand for halal beauty products. It details Procter & Gamble's involvement with SK-11, including its unique Pitera ingredient and key products like the Facial Treatment Essence. Furthermore, the report identifies Sephora Malaysia as a key prospect for SK-11, outlining its supply chain management and decision-making processes. Finally, it examines Shiseido Malaysia as a primary competitor, discussing its market presence and strategies. This analysis aims to provide insights into SK-11's marketing and distribution strategies within the Malaysian market.

Running Head: SK-11 PRODUCT 1
SK-11 PRODUCT
AUTHORS NAME
UNIVERSITY OF AFFILIATION

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Contents
Industry information..............................................................................................................................3
Company information............................................................................................................................3
Product information...............................................................................................................................4
PROPSPECT INFORMATION...................................................................................................................5
Competitor information store or pharmacist..........................................................................................6
References.............................................................................................................................................7

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Industry information
Cosmetic industry in Malaysia has seen a great a GDP growth of 5 % in the year 2017, which
has led to the improvement of the consumer sentiment. Various beauty products such as color
cosmetics, fragrances, and personal care has shown a sign of recovery since Malaysians were
more confident in the purchase. With the growing demand of halal beauty and personal care
products during 2017, has led to rise in demand for the product since the Muslims population
has had a growing importance in the products. The key launches in personal care and beauty
products in Malaysia were associated with the increasing number of the consumer who was
constantly seeking products which are convenient to be used. Over the period of forecast,
personal care and beauty products has had a confident outlook in aggregation with rising
demand and confidence of the consumers. Some of the skin care and cosmetics, with regards
to the customers making an impulse purchasing decision so as to ensure their health and
wellness, are anticipated to have a higher growth with regards to the product review.
Company information
Procter and gamble co is a corporation with a globally customer goods.The company
concentrates in a variety of peculiar care and housework agents and hygienic products. The
company product used to contain beverages, food, and snacks before pringles sales to the
firm. In August 2014, the company drooped off the selling of almost 100 products from its
product line so as to concentrate on the remaining brand which made up to 95% of the
organization profits(gamble, 2018).
William Procter and James Gamble were the directors of the company which was initiated by
their father in law Alexander Norris. The business started to construct workshops in other
parts of the United States due to the request that was more than production. The company
started its journey in penetrating into other countries and markets, while still focussing on the

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developed and merchandise sales which made it become an worldwide firm after the
attainment of 1930 of the Thomas Hedley co.in the year 2015,the company made its
announcement of the 43 sale of its beauty brands to coty,a manufacturer in beauty products
(Group, 2014).The organisation cited a inactive progress of its beauty dissection as the reason
for the divestiture .among the products of the company include, hair care, baby care, home
care, skin, and personal care.
Product information
Sk-11 is a skincare brand made in Japanese with an international presence. The product has
been established for over 37 years and the company has marketed it to its female audience
globally. The product was manufactured in 1970 when the sk- 11 products active ingredients
were discovered by the scientist whose main purpose for visiting Japan was to sake
brewery("SK-II Products : Cosmetics & Beauty Products at Bergdorf Goodman", 2016). The
scientist noted that the brewery elderly women faces showed signs of aging but their hand did
not. They then realized that the elderly women spent a lot of time with their hands submerged
in sake yeast and postulated that there might be a link between sake yeast and soft skin. The
scientist was later able to isolate the strain of yeast which was believed to rich in vitamins,
amino acids and organic acids which was similar to the skin natural moisturizing
factors("SK-II Products : Cosmetics & Beauty Products at Bergdorf Goodman", 2016). The
strain was referred to as pitera. It was found that it worked through supporting the skin
natural surface rejuvenation process.
All products from SK-11 contain its signature ingredient pitera. Well, known ski -11 product
include facial treatment essence, genetics, aura essence, R.N.A power radical new age cream.
The facial essence which is also known as the miracle waters contain over 90% of pitera
(Bhd., 2015).The facial treatment is also known for its cult status and its effect on the skin
texture, radiance, firmness, and clarity.

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The product allows women to practice radiant, youthful skin with the assortment of products
each packed with Pitera the ingredient believed to be the signature of the firm("Skin Care &
Facial Products | SK-II", 2014). For over 40 years the ingredient has remained unchanged
hence promoting rejuvenation of the natural skin process so as to soften ,maintain elasticity
pores appearance minimisation and wrinkles .
PROPSPECT INFORMATION
Beauty In Motion Sdn Bhd (Sephora Malaysia) was founded in 2010. The firm has a been
leading globally in retailing beauty and has a successful operation in many point of sale in
America, middle east ,Asia and Europe. It carry on the business of importation and retail
distribution of perfumes, cosmetic, personal care products and other related products. An
employer with more than 500 employees.
The Supply Chain Manager is the decision maker and key member of the local leadership
team, which runs Sephora Malaysia with 19 stores across the country.The Supply Chain
Manager work collaboratively with the regional team to ensure that Sephora's exclusive
brand portfolio remains in stock, sharing responsibility with the regional team. For the
selective (non-exclusive) brands, he will cooperate with brand partners to manage supply, and
are entirely accountable for the demand & supply planning. Day to day the supply chain
manager will assess stock levels, ensure reporting accuracy, and place orders with brand
partners and the regional teams. He will help to lead the order process to ensure shipments
arrive on time, are distributed to the respective stores efficiently and that our retail locations
receive the products they need to meet their commercial goals.

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Competitor information store or pharmacist
Shiseido Malaysia SdS,a multinational firm in Japanese that has main product for personal
care such as fragrance,skincare,and cosmetics ("Shiseido", 2014). The company has been in
the industry for a long time and considered pioneers. The company is the largest in Japan and
fifth largest cosmetic company in the world.it is only available at the cosmetics counters
selected departments. The firm has subsidiaries firms and various brands in the world. The
company is headquartered in Tokyo and trades in Tokyo stock exchange, which is a chief
competitor of SK-11.
Shiseido Malaysia Sd.bhd is a company that majorly distribute cosmetics .its products line
includes cosmetics accessories and toiletries. The company was established in 2005 and is
based in Petaling, Jaya, Malaysia. Shiseido Malaysia Sd.bhd operates as a venture between
Shiseido Malaysia co ltd and Warisan TC holdings BHD.During the company 30th
anniversary, Shiseido revival while zar was rebranded in union with its new skincare range.
The second cle de peau Beauty store unwrapped in parson pavilion which elegantly exhibits
feature of this luxury beauty product. In the segmentation of hair care, Shiseido professional
declared its partnership with peek-a-boo saloon. This step patent added extension of
professionals in Shiseido range,the industry great player.

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References
(247651H), C. (2013). BEAUTY IN MOTION SDN BHD - Find out more!. Retrieved from
https://www.ctoscredit.com.my//business/BEAUTY-IN-MOTION-SDN-BHD-0901461V
BEAUTY IN MOTION SDN. BHD. - Shopping Centres And Large Stores, Kuala Lumpur -
Malaysia, (TEL: [phone]...). (2015). Retrieved from
https://www.infobel.com/en/malaysia/beauty_in_motion_sdn_bhd/kuala_lumpur/
MY100172129-0321411825/businessdetails.aspx
Bhd., S. (2015). Shiseido Malaysia Sdn. Bhd.: Private Company Information - Bloomberg.
Retrieved from https://www.bloomberg.com/research/stocks/private/snapshot.asp?
privcapId=49665947
Group, C. (2014). Beauty In Motion Sdn Bhd Jobs - Beauty In Motion Sdn Bhd Vacancies
2017 | Wisdom Jobs Malaysia. Retrieved from https://www.wisdomjobs.my/beauty-in-
motion-sdn-bhd-jobs
Shiseido. (2014). Retrieved from https://iprice.my/shiseido/
Shiseido Health & Beauty - Skincare price in Malaysia - Best Shiseido Health & Beauty -
Skincare | Lazada. (2015). Retrieved from https://www.lazada.com.my/shop-face/shiseido/
SK-II Products : Cosmetics & Beauty Products at Bergdorf Goodman. (2016). Retrieved from
https://www.bergdorfgoodman.com/SK-II/Designers-A-Z/cat443501/c.cat
Skin Care & Facial Products | SK-II. (2014). Retrieved from https://www.sk-ii.com/our-
products
Editorial, R. (2016). ${Instrument_CompanyName} ${Instrument_Ric} Company Profile |
Reuters.com. Retrieved from https://www.reuters.com/finance/stocks/companyProfile/PG

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Company, T. (2015). The Procter & Gamble Company: Private Company Information -
Bloomberg. Retrieved from
https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=33328
gamble, p. (2018). The Procter & Gamble Company|Company Profile|Vault.com. Retrieved
from http://www.vault.com/company-profiles/personal-care/the-procter-gamble-company/
company-overview