Culture: SK-II
Brand culture comprises competencies, behaviors, organization, and social fabric elements. The organizational culture directly reflects the brand’s values, which in turn need to continually reinforce organizational culture. Customers who connect with the culture elements of the brand will demonstrate greater loyalty, and the brand will respond by reflecting the norms, behaviors and tenets of the social fabric. In the Hong Kong market, SK-II has developed a culture based on several core feminist principles.
The first is the principle of “changing destiny,” which became a cornerstone of the brand’s advertising campaigns. The “Change Destiny” (????) campaign focused on appealing to women who are independent, creative, and career-driven, rather than following a traditional path of marriage and self-abnegation (Koetse, 2016). Although criticized for being classist, the campaign helped to celebrate female customers who face serious social stigma if they are not married by the age of 25 (Koetse, 2016). In fact, the culture of SK-II draws heavily on the principle of mature women who may or may not be married but who are forward-thinking and unconventional.
The second method by which SK-II has established its culture in the Hong Kong market is through the development of the Skin DNA Concierge position in the Hong Kong market. The Skin DNA Concierge concept aligns with the “Change Destiny” principle because it refers to changing the perceived destiny of DNA in determining skin features or the aging process.
· Competencies: The Skin DNA Concierge position reflects SK-II’s commitment to core competencies, the formal criteria that the organization seeks. Those competencies...
References
Koetse, M. (2016). Behind SK-II’s China’s “Change Destiny” Campaign. What’s On Weibo. Retrieved online: http://www.whatsonweibo.com/behind-sk-ii-change-destiny-campaign/
Koh, M. (2016). How SK-II became Asia’s premier beauty brand via word-of-mouth. Retrieved online: https://www.referralcandy.com/blog/skii-marketing-strategy/
Neff, J. 92016). Neutrogena enters female empowerment genre with new global campaign. Advertising Age. Retrieved online: http://adage.com/article/cmo-strategy/neutrogena-joins-female-empowerment-trend-global-effort/302802/
“P&G’s SK-II unveils a new brand philosophy,” (2015). Marketing. Retrieved online: http://www.marketing-interactive.com/pgs-sk-ii-unveils-new-brand-philosophy/
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