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There are two main ASK-II product lines, which are cosmetics and skin care products. Pitter is their patented ingredient for producing the skin care products, one of the well-known products is ASK-II Facial Treatment Essence. ASK-II is sold in many international markets over the world, such as Hong Kong, Taiwan, Japan, the United States, the United Kingdom, etc. (*l) For the following paragraphs, we will discuss about the analysis of ASK-II Segmentation and how ASK-II target their customers and position their own brand. Segmentation for ASK-II customers
ASK-II focused on the desires of elegancy and professional image from the consumers, so ASK-II proposed their brand as honorable, elegant, high-class & high-quality. There are three categories which ASK-II will consider for customer’s segmentation, and they are Cryptographic, Demographic and Behavioral. First of all, as we know, ASK-II had invited some of the female celebrities as ASK-II ambassadors. Ocarina Luau, IQ, Sammie Change are the best-known prosecutors for ASK-II. (*2) Those characteristics from the ambassadors are prestigious, elegant and poised, also their careers are very successful.
We can conceive that ASK-II focused on the middle class, upper middles and upper uppers from the variables of social class, which consumers are affordable for those costly ASK-II products. Moreover, ASK-II targeted the consumers who pursue the sense of vanity, that’s mean they are ambitious in personality. Recently, ASK-II invited Angelica Lee and Rebecca Tang as the new ASK-II ambassadors, (*2) and we know ASK-II target customers will become younger and more neutral. Second, every woman desires to keep her own face younger and younger.
According o the statistical table for Hong Kong Population by Age group and Sex from Census and Statistics Department 2011, Female group in Hong Kong is more than Male group in Hong Kong. Also, age groups from 35-39, 40-44, 45-49, 50-54 are the majority of total population. (*3) Therefore, ASK-II is aimed at those groups as their target customers and the most important selling point for those customers is “Anti-aging”. Last but not least, every women wishes to have a perfect wedding and become the most beautiful bride in her own wedding.
Based on those kinds of reasons, ASK-II plopped different product lines to fulfill women’s needs at different life stage, such as pre-wedding brides, pregnant women and the women who Just gave birth. (*4) Therefore, ASK-II products can be used in different kinds of special occasions. Analysis of ASK-II segmentation For the figure from Procter and Gamble 2010 Annual report, both the volume and the net sales of ASK-II increased, compare with its 2009 Annual Report. The increasing percentage is about 2-3%. *5) Also, from Year 2008 to 2010, ASK-II has received various Awards, which were distributed by different publishers from different Fashion and Beauty magazines. Facial Treatment Essence is most famous and successful among all the ASK-II products, such as, Top 100 Prize of popularity Award from Marie Claire in Kong magazine in 2010. (*6) According to the above information, we believe that ASK-II segmentation is effective due to their sales growth and the recognitions from media and customers. How ASK-II target their customers ASK-II is under the concentrated marketing.
ASK-II has the same marketing mix, and it is for the different customer’s segmentations, which are Demographic, Cryptographic and Behavioral. There are 2 main product streams for ASK-II, which are Skin Care and Cosmetics. The different product has different effect, like Whitening, Wrinkle Resilient and Spot Control. (*7) The price of ASK-II is costly and not adjustable, but there are various seasonal packages for their customers in order to attract them to purchase more and more. Also, there are several selling channels for ASK-II, such as Sago Department Stores, Lane Crawford, Watson and Meanings.
Excluding those channels, ASK-II has their own concept stores in Kowloon Bay and Satin as well. (*8) For the promotion of ASK-II, the two most important ways are from Television and Magazine advertisements with their famous ambassadors. Positioning and Value Proposition ASK-II is under a keen competition and is still highly positioned in Skin Care and Cosmetic Industry. The product positioning is noble, mature, modern and confident. For instance, Lola is defined as low price but in high quality and Shied is defined as high price in high quality. However, ASK-II products captured the hearts of consumers.
ASK-II gives the consumers a clear image and picks the right slogan and treated which is appropriate for the target customers. The value proposition of ASK-II is More for More, which means when ASK-II consumers pay more, they can get more benefits. ASK-II successfully positioned as providing superior value. Conclusion Segmentation for consumers can help ASK-II focus on developing the proper strategies for the right customer base. Corporation can allocate the resources and technical skills in the relative field. ASK-II has the same marketing mix which can fulfill various customers’ segmentations.