Background
Industry and Product
Proctor & Gamble Co. entered the Chinese cosmetics market in 1988 through
Guangszhou province and quickly gained a significant portion of the market share; its
sales represented 18 percent of China’s cosmetics and toiletries markets. In 1991, P&G
bought Max Factor, a cosmetics brand that it hoped would increase its presence in the
Asian market. Max Factor was extremely successful in the Japanese market, and soon
after being bought by P&G, developed a high-priced specialty product called SK-II. This
product is used to smooth and reduce wrinkles, as well as whiten skin, which is important
for women in East Asia where pale skin was associated with wealth and status. The
product began distribution in the mainland Chinese market in 1999.
External environment
The cosmetics market in China grew rapidly from 1997 to 2005, with an annual
average growth rate of 10.2 percent, and national sales peaked at $8.6 billion by 2005.
During the Maoist period from 1949-1976, cosmetics were discouraged. After the Maoist
period came to an end, economic reform led to income growth and an increase in the
urban middle class. This created a new market for companies to explore and provide
cosmetics products. Because this market was so new, many different companies were
entering the market at a very fast pace. Companies focused a majority of their budget on
advertising and brand differentiation.
Market for SK-II
SK-II is a high-priced specialty product that is marketed towards the luxury and
prestige segment of the cosmetics market.
The main target audience for the SK-II product is an urban woman with a whitecollar job, which would ideally give her a large enough disposable income to buy select
luxury products. Although she is able to purchase these expensive luxury cosmetics, she
only purchases a small number of luxury cosmetics to complement specific low and midrange products she trusts.
SK-II’s secondary consumer base is described as a female “noveau riche”
business executive or spouse of a white-collar worker, which also gives her a disposable
income to spend on luxury products. Many of these women have been educated abroad or
traveled outside of China and are typically under the age of 40.
Market situation
The National Quality Inspection Department of the State General Administration
of Quality Supervision, Inspection, and Quarantine (AQSIQ) tested samples from a batch
of the SK-II products and announced on September 14, 2006 that nine SK-II skin care
products contained chromium and neodymium, substances banned in cosmetics under
Chinese law. P&G denied that SK-II was harmful to its users and that the two substances
were not excessive enough to cause health worries. Chromium and neodymium are
known to occur naturally in products through the manufacturing process, but are not an
additive, ingredient or by-product during manufacturing. P&G denied the allegations of
the AQSIQ and reiterated that the findings were incorrect, while requesting a re-test.
P&G also announced that customers could receive refunds for their recent
purchases of SK-II products, but that each customer would need to meet four
requirements in order to obtain the refund. These four requirements were:
1. The product had to be one of the nine banned products
2. Customers had to have a history of allergies and produce proof from a hospital
3. Customers had to product the original receipt of the product they wanted to return
4. The product had to be no more than 1/3 unused
In addition, customers who were returning the product were forced to sign a
document stating that SK-II was not harmful to their health and that they were returning
the product because they wanted to, not because the product was faulty. This was called
the “King clause” by Chinese media. There was uneven enforcement of the refund policy
and customers were becoming angry when they were not given the same treatment. Once
hundreds of people began showing up at SK-II counters throughout the country,
overwhelming the staff at the counters, P&G attempted to offer refunds via a hotline and
out of hotel conference rooms. Conflicts began to occur between customers who were
tired of waiting and P&G employees and some minor violence ensued. P&G stopped
offering refunds on September 22nd citing security concerns.
Current trends in opinion and attitudes
The confusion with the refund policies affected public opinion of the SK-II brand.
Customers saw the requirement of having at least 1/3 of the product unused as
hypocritical and questioned why someone who had used less than 2/3 of the product
should get a refund when in reality, people who had used more of the product were more
at risk. In addition, customers had to wait over one month to receive their refund.
Needing the original receipt was also problematic because many of the customers had
received the product as a gift or just never kept the receipt.
After P&G stopped giving refunds for security reasons, customers who were left
out were extremely upset and felt that P&G was further misleading them. Many of the
people in China felt that P&G was exhibiting a great deal of arrogance because of its
constant denial of wrongdoing and a confusing and irritating return policy.
By denying the allegations and questioning the test results of the AQSIQ, P&G
violated the cardinal rule of business in China: that the authority of the state is always
unquestioned. This upset the Chinese government and made the Chinese people feel that
P&G wanted “super-national treatment” so its products would be given special
conditions.
Situation Analysis
After hearing of the ban of the SK-II products, governmental health agencies in
other countries where SK-II was widely available felt it necessary to do their own tests on
the products to verify the information the AQSIQ believed to be true. The Hong Kong
Customs and Excise Department tested the SK-II product and found that there was no
evidence to suggest that SK-II failed to comply with the safety requirements and that
while the product did contain small amounts of chromium and neodymium, they were
trace amounts and did not pose a safety hazard. The Health Sciences Authority of
Singapore concurred with Hong Kong’s test results, as well. While there was no set
standard of appropriate levels of the two substances throughout China, most, if not all
laboratory technicians would deduce that the trace amounts of these substances were not
hazardous to anyone’s health.
Currently, the nine products that were originally banned, as well as three
additional products that were found to have traces of the substances in them, are not
being sold in the mainland Chinese market. However, SK-II is still being sold in its other
twelve markets.
The challenge that P&G faces now is how and when, or if, it should go about reentering SK-II into the Chinese market. P&G has to carefully consider its strategy
because the wrong decisions about market re-entry could damage SK-II’s brand equity in
its remaining markets, as well as damage the reputation of other P&G products, subbrands, or the P&G name altogether.
Core Problem
The biggest problem facing P&G is a loss of trust within its market in China,
with the Chinese government, and its perceived reputation as an arrogant company who
wants special treatment. If P&G does not begin to rebuild its reputation within the
Chinese market and with the government, it will lose a huge portion of its revenue and
market share and will never be able to work effectively with the Chinese government in
the future.
Goal
For P&G’s SK-II brand to be respected and trusted in the eyes of its target
audience in both China and its other 12 markets, as well as for the Chinese government to
allow for a seamless re-entry of the SK-II products into the market.
Audience: Consumers in other SK-II Asian markets
Key Publics
Demographics and psychographics
The main target audience for this objective is women in Japan, Hong Kong,
Malaysia, Singapore, South Korea, Taiwan, and Thailand, Asian countries where SK-
II products are already being sold. Women in this target audience are either urban,
white-collar workers, spouses of white-collar workers or “noveau riche” business
executives.
The similarity between these groups is that all of these women have access to a
disposable income, allowing them to spend money on expensive, luxury cosmetics
items. These women range from 20 to 40 years old and usually have some form of
formal education or have traveled globally.
Motivating self-interests
SK-II consumers buy the product to smooth skin and erase wrinkles. Another use
of the SK-II products specific to the Asian markets is that SK-II products act as a skin
whitener, which is a desirable trait for women in Asia because whiter skin symbolizes
wealth and status.
In addition, the women who purchase SK-II products want to be sure that the
product is safe to use.
Since this product is a luxury item that only a financially well-off group of
women can purchase, it can be a symbol of status and wealth. SK-II’s consumers
understand this, and it is a motivating factor in purchasing of the product.
Status of current relationship with the organization and issue
Consumers in other Asian markets are aware of the allegations by the Chinese
government. SK-II products have been pulled in South Korea, and testing of the
product is progressing in Japan, Hong Kong, Singapore, Taiwan, and South Korea.
Consumers in other Asian markets are wary of the product but are not as upset and
concerned as those in the Chinese market.
Third party influentials and other opinion leaders
The media has a very big influence on these markets. Many consumers in the
target audience also look to their respective governments for information and
opinions about the issue.
What objectives consumers in other Asian markets will help accomplish
Maintaining a good relationship and a strong reputation within other Asian
markets will help the brand continue to survive in the Asian market.
Messages
Primary
SK-II is safe and effective.
Secondary
The Hong Kong Customs and Excise Department as well as the Health Sciences
Authority of Singapore have found that SK-II products do not pose any safety
concerns and that the two banned substances the AQSIQ found were only present as
trace impurities and do not pose a safety hazard.
There is not a set standard for acceptable daily intake of the substances, but the
levels found were under normal usage and trained health officials and laboratory
technicians concluded that there was a low to no health hazard from the SK-II
products.
Objective
To maintain sales numbers in other Asian SK-II markets through February 2007.
Strategies and Tactics
Strategy 1

Use the media to reassure the consumers in other Asian markets that SK-II
products are safe and not hazardous to their health.
Tactic 1

Send out a press release to media in Japan, Hong Kong, Malaysia, Singapore,
South Korea, Taiwan and Thailand. Make the top managers in each of the markets
available for interviews with the press regarding the banning of the SK-II
products in China.
Evaluation

Monitor media outlets to see how many stories were written with information we
provided in the press release.
Strategy 2

Sponsor a VIP party at a popular nightclub in each first-tier city of each country
where members of the target audience frequent.
o Japan: Tokyo
o Hong Kong
o Malaysia: Kuala Lumpur
o Singapore
o South Korea: Seoul
o Taiwan: Taipei
o Thailand: Bangkok
Tactic 1

E-mail and/or send previous customers special invitations 3 weeks in advance
(will have their information from the time they purchased SK-II products) that
they will bring to the event as their ticket.

Send out follow-up e-mails and paper mail reminders the Monday before the
Saturday event.

One invitation guarantees entry for the person whose name is on the invitation, as
well as entry for two friends.

Each invitation also guarantees one free drink of choice each for the invitee and
two guests.
Tactic 2

Schedule the celebrity brand ambassador for the event to attract media attention
and heighten desire to attend. Promote the brand ambassador’s attendance.
Tactic 3

Hand out free samples of new SK-II products that haven’t been released to the
market yet, as well as best selling products that customers love.
Tactic 4

Hire a well-known Disc Jockey to play music for the entire event and promote
his/her performance to increase desire to attend. Also, advertise the full bar, huge
dance floor area and venue.
Evaluation

We can evaluate the success of the event through attendance numbers, and
general atmosphere of the event. We will monitor sales of best selling products
following the event; if sales stay steady, the event was a success. Monitor sales of
new products that were distributed in samples at the event; if sales increase and
the product is well received in the community, the event was a success.
Audience: Chinese Government
Key Publics
Demographics and Psychographics
The members of the Chinese Government that we are targeting are high-level
administrators and their staff members. These people are responsible for handling the
Department of the State General Administration of Quality Supervision, Inspection
and Quarantine (AQSIQ), specifically the Product Quality Supervision sector. This
entity is intended to make sure cosmetics, as well as other products, are safe for
Chinese consumers.
The high-ranking officials will mostly be elderly men; however, their staffers will
range in age from twenty-six to forty years old.
Respect is highly regarded in Chinese culture; by denying the accusations about
the chemicals found in its products, P&G has deeply offended the Government by
disagreeing with them.
Motivating Self-Interests
The Chinese Government wants the citizens of China to be safe and it is the
AQSIQ’s duty to make sure all products will not be harmful for the people.
The government also wants the United States and Japan to take China’s concerns
more seriously.
Status of Current Relationship
The AQSIQ banned nine different SK-II products after finding chromium and
neodymium in them. These substances are banned in cosmetics under Chinese law.
The relationship between P&G and government officials from the AQSIQ is tense
and on the verge of becoming hostile due to P&G’s unwillingness to cooperate and
make changes to its products to comply with government health standards. The
Chinese feel that P&G has been disrespectful and is not showing consideration for the
rules and regulations the Chinese have put in place.
P&G claims that its products do not contain enough of these banned substances to
be hazardous and the Chinese Government does not want to jeopardize the people’s
health.
Third party influentials and other opinion leaders
Chinese citizens, competitors/other high-end cosmetic companies, other Asian
markets and the media are third party influentials.
What objectives each public will help you accomplish
Having the Chinese Government’s endorsement will mean that SK-II has a better
chance of re-entering the Chinese market because the people trust what their
government tells them. If the Government believes the products to be safe, then the
citizens will be more inclined to think so as well.
Messages
Primary
We’re committed to our customers’ safety.
Secondary
P&G wants the government to feel comfortable with how it is doing business in
China and are willing to work with government officials and regulations in order to
do so. P&G would be happy to schedule monthly supervised testing of its products in
Chinese labs where government officials can observe or P&G can send them the
results as soon as they come in.
Primary
P&G wants to provide the Chinese people with the best quality products and
service.
Secondary
P&G is dedicated to having its new SK-II line products pre-approved by the
AQSIQ so there is no question as to whether or not they meet the regulations.
Through various upcoming events, P&G hopes to demonstrate its commitment to
being an ethical brand that values its employees and consumers.
Primary
P&G is open to and appreciates feedback.
Secondary
P&G would like to have transparent lines of communication. By assigning a
specific government official to its SK-II brand, it can keep the government official
updated on any news, events or changes, and they can report back to the government.
P&G will also assign someone to this position internally to be in charge of all SK-II
exchanges. This way P&G is confident our messages are being delivered correctly
and efficiently.
Objective 1
To build trust with the Chinese Government by January 1, 2007.
Strategies and Tactics
Strategy 1

Rebuild P&G’s relationship with the government.
Tactic 1

Announce the appointment of P&G’s new President of Greater China for SK-II,
designed to focus on damage control and regaining trust of consumers in China.
Tactic 2

Arrange in-office meetings with various high-ranking Chinese Government
officials involved with the AQSIQ.
Tactic 3

Prepare talking points and documents for the new President of Greater China to
discuss and hand out during meetings with the government officials. These
handouts would include:
o A formal apology, acknowledging P&G’s mistakes
o P&G’s plans for the future
o A request for officials’ advice and suggestions
Tactic 4

Schedule any follow-up meetings that the new President may see fit.
Evaluation

By doing face-to-face handshakes and meet & greets between P&G’s new
President of Greater China and the government, P&G is showing the government
respect and giving them a face to associate with the SK-II brand.
Strategy 2

Show dedication and appreciation of the Chinese peoples’ cooperation and
patience by giving back to the community.
Tactic 1

Hold a fundraiser event for the AIDS Action Network (AAN), a Chinese
Government sponsored charity, at the St. Regis Beijing on January 13, 2007.

SK-II will donate all of the money made at the event to the AAN.

The guest list will include: ASQIQ government executives and their families,
volunteers from the AAN, as well as government and P&G employees who have
been involved with the new and improved lines of SK-II communication.
Tactic 2

Have P&G’s new President of Greater China give a speech, thanking everyone for
attending.
Tactic 3

Leave gift bags at each person’s place setting full of new and improved sample
sized SK-II products approved by the AQSIQ.

Members of the AAN will put the gift bags together.
Evaluation

This fundraiser is another hands-on, in-person event that will show the Chinese
Government that P&G has its citizens’ best interests at heart.

By dedicating time and interests to a Chinese charity, P&G is making a genuine
effort towards benefiting the overall well being of the citizens China.
Objective 2
Gain the Chinese Government’s approval to put SK-II back on shelves by
January 1, 2007.
Strategy 2

Use media relations to be honest and open about mistakes and to prove
commitment to making improvements in the future.
Tactic 1

Organize a news conference to introduce P&G’s new President of Greater China
and give a formal national apology. The conference will be held at the Marriot
Beijing on Monday November 16th 2006 at 11 a.m.
Tactic 2

Invite all of the local Chinese and some international news stations to cover the
event and ask questions. Also invite consumers who would like to participate.

Promote that this event is open to the public by advertising on the SK-II website.
Tactic 3

Provide handouts that describe P&G’s steps towards building a better future with
the SK-II products to all who attend.

Acknowledge the poor handling of the situation and reassure consumers and the
media that P&G is working hard to fix its mistake by hiring new management and
change its return policies for the future.
Evaluation

We will know we have successfully gained their approval, if the Chinese
Government allows P&G to put SK-II back on shelves by January 1st, 2007.
Audience: Women in China 40 years old and younger
Key Publics
Demographics and psychographics
The main target audience are Female cosmetic consumers 40 years old and
younger. A majority of consumers are urban female white-collar workers who have a
disposable income that allows them to afford expensive, high-end products.
Motivating self-interests
By using SK-II products the customers will maintain younger, healthier looking
skin while keeping an elevated social status.
Status of current relationships with organization and situation
Through the information provided by the government, the SK-II brand has been
tarnished. Also, the strict refund policies created a negative perception of the SK-II
brand.
Third party influentials and other opinion leaders
The AQSIQ is an influential party to SK-II consumers. Consumers will trust the
research performed by a government health agency over the SK-II brand. The media
will play a big role in relaying information from the AQSIQ to the SK-II customers,
friends and peers.
What objectives each public will help you accomplish
By regaining consumer trust in the SK-II brand, the SK-II name will be reestablished, keeping its large, high-end customer base.
Key Messages
Primary
Customer safety is the main concern for SK-II products.
Secondary
Trace amounts of chromium and neodymium were found in some SK-II products,
but these substances occur naturally during the manufacturing process. These
substances do not pose a safety hazard to consumers. In addition, secondary testing in
Hong Kong and Singapore showed the amounts of chromium and neodymium to be
within acceptable levels.
Primary
P&G takes its relationships with its customers very seriously. Providing an easier
product return policy is important in improving customer satisfaction.
Secondary
P&G will erase strict SK-II return policies and implement a system that is quick
and easy for the customers.
Objective 1
To improve customer respect of the SK-II brand by 30 percent by February 2007.
Strategies and Tactics
Strategy 1:

Change the refund process to a full refund return policy the company will
eradicate the hassle the customers had to deal with previously.
Tactic 1
 Set up designated cosmetic drop off spots at all SK-II counters. Create an
environment allows for a quick and easy return process.

Consumers can return products without an conditions or restrictions.

Provide a consumer incentive at drop off spots, such as:
o Gift certificates
o Coupons for future SK-II purchases
o SK-II re-launch party tickets
o Free food and drink
Tactic 2

Re-launch event is intended to re-introduce the 12 SK-II products that were pulled
from shelves in September 2006.
o January 2007 hold SK-II re-launch event from 8 p.m. to midnight at the
Beijing Marriott Hotel.

Send out e-mail and paper mail invites to all SK-II customers in
China with an RSVP code. The first 1,000 people to register their
codes online will be admitted to the event.

Provide prizes at party
o Free SK-II products
o Gift certificates
o Cash prizes

Introduce an SK-II membership system at event
o Membership would provide discounts after spending $750
(4725 Yuan)
o Discounts on birthdays
o Exclusive looks at new SK-II products

Implement a short survey at party
o What can we do to provide better customer service?
o How long have you been using SK-II products?
o What is your favorite SK-II product?
o What is your least favorite part about SK-II?
Evaluation

After the refund period and SK-II party, evaluate how many customers
participated in refund process and how many signed up for membership card.

Review SK-II party survey questions and use answers to improve customer
satisfaction.
Objective 2
To increase positive feedback and interactions by 50 percent by November 15, 2006.
Strategy 2

Provide product information to the media that allows them to relay the results to
the SK-II customers that the same products are being sold in other countries such
as South Korea and Japan.
Tactic 1

Invite key media members and the top 30 cosmetic bloggers to take a tour of SKII factories with the new President of Greater China.
o Allow the media to take pictures and video of SK-II facility tours.
Tactic 2

Provide live testimonials on the SK-II blog comparing and contrasting SK-II
products with products from different companies to show that SK-II is producing
quality products.
o Find popular bloggers and have them test out SK-II products and then post
honest opinions, positive or negative, about the products on their blog.
o Start a fan page on the Chinese social networking site Renren that is
directed towards the current SK-II cosmetic crisis.
o Allow followers to post questions, concerns, and opinions about the SK-II
brand and products.
Evaluation

Monitor blog and Renren responses by reading all comments and questions posted
by viewers.

Evaluate media responses and monitor how many are positive to see the general
trend of media opinion about the SK-II products.
Communication Confirmation:
Key Publics

Female cosmetic consumers in other
Asian markets
Self-Interests

Chinese Government

Female cosmetic consumers 40 and
younger

Personal well-being, safety,
effectiveness of product

Safety of its citizens and to be taken
more seriously

Personal well being and safety

SK-II is safe and effective according
to other reliable testing agencies in
other countries.

P&G is committed to its customers’
safety, wants to provide its customers
with the best quality products and
services, and are open to feedback.

Customer safety in the main concern
of SK-II. Fast and easy return policies
will be implemented to help gain
customer satisfaction.

Media in relative countries and
government of each country.

Chinese citizens, competitors of SK-II
products, other Asian markets, media.

Media, cosmetic bloggers, and other
cosmetic users.

To maintain sales numbers in other
Asian SK-II markets through February
2007.

Build long-term relationship with
Chinese Government, gain its approval
Primary Messages
Influentials
Objectives
to put SK-II back on the market, and
to show the Chinese government that
P&G is committed to the health and
safety of Chinese consumers.

Maintain customer base by relaying
product information to customers and
improving customer service by
providing a better return policy.

Use media to release information that
SK-II is safe. Host a VIP club party
for loyal customers and friends in each
country’s biggest city.

Use face-to-face meetings to rebuild
relationship, use media relations to be
honest and open about mistakes and
prove commitment to making
improvements, and participate in
philanthropic events that benefit the
Chinese people.

Provide full refund for any returned
cosmetics which meet the requirement.

Press release, e-mail and paper mail
invitations, use brand ambassadors at
VIP event, give out free products at
event.

Appoint new President of Greater
China, in-office meetings with highranking government officials with
talking points, follow-up meetings.
Hold news conference and invite local
Chinese and international news
entities, promote event through
advertising. Hold fundraiser event for
the AIDS Action Network where new
P&G President of China gives speech,
provide gift bags with SK-II products.

Cosmetic drop off and refund stations
Strategies
Tactics
at SK-II counters. Re-launch event
with incentives.

Allow bloggers to create content
surrounding the SK-II products which
will generate consumer traffic.
Budget
Tactic
Projected Cost
Press Release
$150
(Hourly rate)
VIP Party
(one for each of the 7 cities listed in plan)
Brand Ambassador Fee
Cost of invitations
Decorations at club
Fee to promote at club
Free samples of products
Personnel expenses
$500,000 (x7)
$50,000
$10,000
$100,000
$25,000
$150,000
$165,000
News Conference
$1,000
Factory Tours
$2,600
Re-Tests
$12,000
Fundraiser Event
$6,800
Cosmetic drop off spots
$130,000
SK-II re-launch party
$105,000
Food and drink
Prizes
Membership cards
SK-II products
$10,000
$50,000
$5,000
$40,000
Live cosmetic testimonials
$5,000
Media coverage of research data and
comparisons
$8,000
Online Blog
$15,000
Photo and video coverage of factory tours
$10,000
TOTAL
$3,795,550
September 2006
Sun
Mon
3
Tue
4
Wed
5
Thu
6
Fri
7
Sat
1
2
8
9
10
11
12
13
14
15
16
AQSIQ
announce 9
SK-II products
contain banned
substances
17
18
19
20
21
P&G pulled the
9 banned
products
24
25
26
27
22
23
Send out press
release to other
Asian market
media
Send out VIP
Party
invitations via
e-mail and mail
for the event in
Kuala Lumpur
29
30
28
Schedule brand
ambassador for
VIP party
Begin
measuring sales
numbers in
other Asian
markets
-Set up drop off
Spots. Open for
two months.
October 2006
Sun
Mon
1
Tue
2
Wed
3
Thu
4
Fri
5
Begin
interviews for
new President
of Greater
China
-
Sat
6
7
Measure sales
numbers in
other Asian
markets
TV
advertisements
8
9
10
11
12
Hire new
President of
Greater China
Send out
reminder email about
Kuala Lumpur
VIP Party
15
16
Measure sales
numbers in
other Asian
markets
17
18
19
20
14
Kuala Lumpur
VIP Party
9pm-2am
Send out VIP
Party
invitations via
e-mail and mail
for the event in
Seoul
21
Measure sales
numbers in
other Asian
markets
News
Conference
22
13
23
Take new
President
around to meet
Government
officials
24
25
26
27
Measure sales
numbers in
other Asian
markets
28
Singapore VIP
Party 9am-2am
Send out VIP
Party
(throughout
this week)
invitations via
e-mail and mail
for the event in
Taipei
Send out
reminder email about
Singapore VIP
Party
29
30
31
Offer to do retests on
products in
question (over
course of the
next 2 weeks)
Send out
reminder email about
Seoul VIP
Party
-Close drop off
spots
November 2006
Sun
Mon
Tue
Wed
Thu
1
Fri
Sat
2
3
4
Seoul VIP
Party 9am-2am
Measure sales
numbers in
other Asian
markets
5
6
7
8
9
10
Measure sales
numbers in
other Asian
markets
12
13
14
15
16
Factory Tours
begin with
Government
Officials (over
the next 2
weeks)
20
Send out
11
Send out VIP
Party
invitations via
e-mail and mail
for the event in
Bangkok
18
Taipei VIP
Party 9am-2am
Measure sales
numbers in
other Asian
markets
Send out
reminder email about
Taipei VIP
Party
19
17
Send out VIP
Party
invitations via
e-mail and mail
for the event in
Bangkok
21
22
23
24
Measure sales
Send out VIP
Party
invitations via
e-mail and mail
for the event in
Tokyo
25
Bangkok VIP
reminder email about
Bangkok VIP
Party
26
numbers in
other Asian
markets
27
28
29
Party 9am-2am
Drop-off spots
close
30
Facility tours
Start blog posts.
Once a week for
a year.
Photo and
video footage
on website of
tours and
product
opinions.
Send out
reminder email about
Hong Kong
VIP Party
Facility tours
Facility tours
Facility tours
Photo and
video footage
on website of
tours and
product
opinions.
Photo and
video footage
on website of
tours and
product
opinions.
Photo and
video footage
on website of
tours and
product
opinions.
December 2006
Sun
Mon
Tue
Wed
Thu
Fri
Sat
1
Measure sales
numbers in
other Asian
markets
3
4
5
6
7
Send out
invitations for
Fundraiser
Event
10
11
Hong Kong
VIP Party 9pm2am
8
Measure sales
numbers in
other Asian
markets
Send out
reminder email about
Tokyo VIP
Party
12
13
14
2
15
9
Tokyo VIP
Party 9pm-2am
16
Measure sales
numbers in
other Asian
markets
17
18
19
20
21
22
23
Measure sales
numbers in
other Asian
markets
24
25
26
27
28
29
Measure sales
numbers in
other Asian
markets
30
31
January 2007
Sun
Mon
Tue
1
Wed
2
Thu
3
Fri
Sat
4
5
Measure sales
numbers in
other Asian
markets
7
8
9
10
11
SK-II re-launch
party
12
Measure sales
numbers in
other Asian
markets
14
15
16
17
6
18
13
Fundraiser
Event
19
20
Measure sales
numbers in
other Asian
markets
21
22
23
24
25
26
27
Measure sales
numbers in
other Asian
markets
28
29
30
31
February 2007
Sun
Mon
Tue
Wed
Thu
Fri
Sat
1
2
3
9
10
16
17
Measure sales
numbers in
other Asian
markets
4
5
6
7
8
Measure sales
numbers in
other Asian
markets
11
12
13
14
15
Measure sales
numbers in
other Asian
markets
18
19
20
21
22
23
Measure sales
numbers in
other Asian
24
markets
25
26
27
28