P&g Analysis

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 that meeting?

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

3. Which of the three market options should Paolo DeCesare recommend to the GLT? What benefits do you expect to gain? What risks do you see?

4. How should he implement your recommended option? What are the implications for P&G's new post-O2005 organization? What support and/or resistance do you expect? How will you manage it?

1. Since SK-II was developed specifically keeping the Japanese consumers in mind, DeCeasare needs to do enough research t find out whether the product will be accepted in other countries. Beauty products followed the framework of having a common base and then the product was introduced in different regions. Every country was different in what the women demographics preferred for skin care and were the women were loyal to their brands. With products such as facial cleansers women are very conscious about the brands and maintain high brand loyalty. Firstly, DeCesare would need to effectively prove that he would be able to educate the women at first about the benefits of SK-II over the current product they're using. After he has educated the women about the product he has the tough task of having them switch their current facial cleanser and choose SK-II. Even though there was a global demand for skin care products DeCesare would have to have enough data to support that women worldwide preferred the use of SK-II. It would also be beneficial for him to conduct research and see if SK-II would be accepted as a superior brand than Olay. Since SK-II was packaged more eloquently and was priced at $50 in Japan compared to $7 Olay Facial Cloth in U.S, DeCesare would have to see if the SK-II would be preferred by women because of its exquisite feeling. He would have to prove the three key capabilities of sensing, responding and implementing. He would have to show market research results proving that a superior product such as SK-II was valued globally. Also, he would have to prove how he would go about responding