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• 1. [Article] SK-II Portable Facial Steamer Marketing Plan

  In today’s busy lifestyles, consumers are finding a need for beauty products that will give them the flexibility to use anywhere on a moment’s notice. Providing them the ability refresh they facial appearance. ...

  Citation × Citation Citation Abstract Copy Title: SK-II Portable Facial Steamer Marketing Plan Author: Bharthepudi, Anjan, Pham, Harry, Pham, Larry, Kongsansatean, Paweena, Danskin, Rodney Year: 2014 In today’s busy lifestyles, consumers are finding a need for beauty products that will give them the flexibility to use anywhere on a moment’s notice. Providing them the ability refresh they facial appearance. These products must provide the consumer with portability without sacrificing functionality and effectively. Carrying some of the products required to maintain this look is either impractical or impossible, as most are either found in professional beauty salons or are large and bulky requiring them to be placed on desks or tables for use. The growing demand for portable easy to use beauty devices in Japan led to the trending term, Moba Beau. This term has been made popular by working women in Japan and refers to small beauty devices, both electronic and non-electronic, that are designed to be on the go with a purpose to be used on the face of body. With a notable increase in the popularity of portable beauty devices, Procter and Gamble (P&G) Japan KK has identified a market need for a hot portable facial steamer because of the popularity of home and professional use of hot facial steamers and the increasing trend for portable beauty devices. This combination of hot steam and in a portable form factor does not exist in the beauty market today. The portable facial steamer will be used by women who are on the go and want the ability to look fresh in all occasions without the burden of packing around bulky pieces of equipment. It will be sold at SK-II counters and the SK-II online website. It will be under P&G Japan’s SK-II brand, which is P&G’s premium line for beauty products in the Asia markets. Title: SK-II Portable Facial Steamer Marketing Plan Author: Bharthepudi, Anjan, Pham, Harry, Pham, Larry, Kongsansatean, Paweena, Danskin, Rodney Year: 2014 In today’s busy lifestyles, consumers are finding a need for beauty products that will give them the flexibility to use anywhere on a moment’s notice. Providing them the ability refresh they facial appearance. These products must provide the consumer with portability without sacrificing functionality and effectively. Carrying some of the products required to maintain this look is either impractical or impossible, as most are either found in professional beauty salons or are large and bulky requiring them to be placed on desks or tables for use. The growing demand for portable easy to use beauty devices in Japan led to the trending term, Moba Beau. This term has been made popular by working women in Japan and refers to small beauty devices, both electronic and non-electronic, that are designed to be on the go with a purpose to be used on the face of body. With a notable increase in the popularity of portable beauty devices, Procter and Gamble (P&G) Japan KK has identified a market need for a hot portable facial steamer because of the popularity of home and professional use of hot facial steamers and the increasing trend for portable beauty devices. This combination of hot steam and in a portable form factor does not exist in the beauty market today. The portable facial steamer will be used by women who are on the go and want the ability to look fresh in all occasions without the burden of packing around bulky pieces of equipment. It will be sold at SK-II counters and the SK-II online website. It will be under P&G Japan’s SK-II brand, which is P&G’s premium line for beauty products in the Asia markets. Close

• 2. [Article] Third Wave Power -- Strategic Marketing Planform Power Pad

  Third Wave Power Ltd, developer of the ‘mPowerPad’ line of portable solar chargers, seeks to enter the US Market with one or more of its products. An in-depth market analysis and consumer segmentation ...

  Citation × Citation Citation Abstract Copy Title: Third Wave Power -- Strategic Marketing Planform Power Pad Author: Wittman, Alexis, Attari, Babek, Yildiz, Bilgehan, Arendt, Stephanie, Tran, Yen Year: 2014 Third Wave Power Ltd, developer of the ‘mPowerPad’ line of portable solar chargers, seeks to enter the US Market with one or more of its products. An in-depth market analysis and consumer segmentation approach enabled the authors of this paper to identify what specific target markets in the U.S. offer the greatest initial market opportunity for the mPowerPad product, and was used to frame the product’s unique value proposition. Although Third Wave Power has four models of the mPowerPad in its current product line, the mPowerPad 2 Pro was specifically selected as the optimal product with which to enter the U.S. market, given its current features and within the constraints of the existing product line. The fact that the mPowerPad 2 offers portable, renewable, green power for multiple users is used as the key differentiator and unique value proposition. It meets the power needs of today’s social and active mobile device users. Based on this research, two primary market segments are identified, and a marketing plan is outlined for an orchestrated plan for entering and saturating these markets in the next five years. Current industry trends, consumer needs, and brand positioning are considered, and used to competitively position the mPowerPad in the marketplace as well as for future growth. Title: Third Wave Power -- Strategic Marketing Planform Power Pad Author: Wittman, Alexis, Attari, Babek, Yildiz, Bilgehan, Arendt, Stephanie, Tran, Yen Year: 2014 Third Wave Power Ltd, developer of the ‘mPowerPad’ line of portable solar chargers, seeks to enter the US Market with one or more of its products. An in-depth market analysis and consumer segmentation approach enabled the authors of this paper to identify what specific target markets in the U.S. offer the greatest initial market opportunity for the mPowerPad product, and was used to frame the product’s unique value proposition. Although Third Wave Power has four models of the mPowerPad in its current product line, the mPowerPad 2 Pro was specifically selected as the optimal product with which to enter the U.S. market, given its current features and within the constraints of the existing product line. The fact that the mPowerPad 2 offers portable, renewable, green power for multiple users is used as the key differentiator and unique value proposition. It meets the power needs of today’s social and active mobile device users. Based on this research, two primary market segments are identified, and a marketing plan is outlined for an orchestrated plan for entering and saturating these markets in the next five years. Current industry trends, consumer needs, and brand positioning are considered, and used to competitively position the mPowerPad in the marketplace as well as for future growth. Close