SK-II was (P & G), Procter & Gamble, only high-end skin care brand in China and sales amounted to about 7 percent of SK-II global revenue in 2005. China is also rapidly growing market P & G skin care and one of the major markets around the world value. Over the years, P & G China enjoy a high income and margin growth of SK-II, and it was clear that this product can become a star. However, two successive public relations (PR) disaster in China in 2005-2006, leading to a drop in performance SK-II. In 2007, P & G China is still trying to regain the prestigious image of the brand SK-II, and to restore the confidence of consumers. This case is more information about these two incidents as PR and P & G SK-II were treated with these two events. "Hide
by John R. Roberts Source: Stanford Graduate School of Business 7 pages. Publication Date: November 20, 2008. Prod. #: IB81-PDF-ENG
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