Marketing Communication Strategies of Sachet Skincare Products from Case Study of Snowgirl Japan Brand

Abstract

The objective of this study is to study pocket pack skin care marketing communication strategies. This study is a qualitative research. In-depth interview and document research are applied to collect information, a study of pocket pack skin care, Snowgirl Japan, marketing communication strategies.

The qualitative research has been collected by in-depth interview. documentary research. The study found that pocket pack skin care marketing communication has total of 6 strategies. 1) Marketing situation analysis, this skin brand has be published/known for more than 19 years. It has its own factory, and this brand is also the top of human and eco friendly production innovation leader. Product quality is widely accepted in Thailand and overseas. Snowgirl Japan provides its customers the best service. More importantly it can adjust when facing any crisis rapidly.  2) Defining target groups, there are 2 groups of target. First jobber, 22-25 year-old, and female factory workers, 18-30 year-old.These targets like to buy pocket pack skin care from stores in cities. 3) Defining brand objectives, there are brand awareness, brand loyalty, and increasing sales. 4) Defining marketing message tools, there are 3 types of tool which are sales staff, sales promotion, and offline and online advertisement. 5) Budget setting and budget duration are depending on percentage of sales. The budget setting is formed by the production plan objective and its processes. 6) Evaluation, it is evaluated from consumers’ awareness through social media and sales in order to be related to the marketing communication process.