Product Differentiation methods By Group 4

Face-to-face interview 1. 您觉得最出名的洗发水和沐浴露品牌 是什么？ 2. 您最常用的洗发水和沐浴露品牌是什 么？ 3. 您觉得您最常用的洗发水和沐浴露品 牌与别的品牌相比，有什么特别之处吗？ （它们为什么能够吸引您？）

Result Top three well-known products: shampoos : Rejoice,Pantene, Head & Shoulders bodywash products:LUX, Safeguard, Johnson & Johnson Top three widely used products: shampoos : Rejoice,Pantene, Clear bodywash products: Safeguard, ACCEN, Johnson & Johnson

Rejoice 飘柔 Produces different kinds of shampoos to meet customers ’ needs. In 1989, Rejoice became the first brand which combined shampoo with hair conditioner.

Rejoice 飘柔 The first brand to launch large-scale draft activities:"Rejoice Star" talent show Try to make it as the national people ’ s favorite brand -- never use foreign scene The first shampoo brand to publicize brand culture and connotation.( 内涵 )

Rejoice 飘柔 Most attractive factors: 200ml : 9.9 Yuan Target market : customers in rural regions

Pantene 潘婷 Focus on female customers, pantene produces different functions shampoos Use PRO-V vitamin original(PRO-V 维他 命原 ) as the core of the Pantene products Employ cutting-edge technology to innovate. e.g.protective film( 保护膜 )

Pantene 潘婷 Adjust advertising strategies to attract Chinese customers Spend lots of money into advertising,including newspaper,magazines,tv advertisement,Internet advertising and bus advertisement.

Pantene 潘婷 Election of Advertising Spokesperson Must be “ Elegant, healthy, womanish ” “ 优雅、健康、女人味 ”

Clear 清扬 Anti-Dandruff( 去屑 ) Shampoo Apply “ Vita- ACETM ” ( 维他矿物群 )core technology into the product Provide two series of products aiming at different needs and wants of males and females. e.g. Clear Men Clean Xtreme Anti- Dandruff Shampoo

Clear 清扬 Advertisement is implanted into TV series, such as 《丑女无敌》 《无懈可击》 -- “ 无屑可击 ” obvious sign -- antidandruff ( 去屑 )

Body wash

Brand awareness Johnson & Johnson Safeguard LUX

Brand loyalty Safeguard ACCEN 澳雪 Johnson & Johnson

Products: Johnson’s baby, Johnson’s body care 强生的理念：因爱而生，强生

Johnson’s baby: Johnson’s baby lotion, Johnson’s baby oil, Johnson’s baby shampoo, Johnson’s baby extra conditioning ( 护发素） etc. Johnson’s body care It has 4 kinds of body wash, All smell fragrantly Brand background beautiful flesh specifically targeted at young women to protect skin "the loving care" concept and in skin care of professional technology

Price: not too high and not too cheap, about 15~40 Yuan, which is acceptable to consumers.

Place: supermarket, small store, on line

The accurate market positioning （市场定位） : High quality: 通过 “ 中华医学 会验证 ”, 增强了品牌信任度 Safeguard owns Chinese Medicine Authentication so it wins lots of people’s trust product The antibacterial notion meet with most customers’ need

Promotion Attractive to people. Feeling warm and home social responsibility: keeps in line with hygiene and healthy career in China and provides Chinese with effective healthy security. organizes lots of educational activities publicize the knowledge of hygiene.

Price : acceptable and affordable for students 舒肤佳 舒怡爽护系列薄荷冰怡沐浴露 1 升 ￥ 舒肤佳芦荟护肤型香皂 115 克 x6 ￥ safeguard 舒肤佳 纯白清香型 香皂 125g ￥

Product & Price 100ml~938ml ： 6.80 元 ~36.8 元 梦幻海马香水沐浴 露系列 澳雪果萃花语沐浴泡泡 100ml~1L ： 6.80 元 ~31.80 元 留香小公主沐浴系列 230ml~1000ml ： 元 ~45.00 元

澳雪健肤护养沐浴露系列 900ml ： 元 原果橄榄油滋养沐浴露系列 900g ： 13.6 元 ~16.90 元

Promotion Online advertising sales promotion ： Suit sales （套装销售）， Regular sales activities （定期减价活动） Limit discount （限时折扣）

2004 年， “ 澳雪 ” 系列洗涤用品成为中国奥运功勋团队 —— 中国 跳水队（ Chinese diving team ） 2004 至 2008 年唯一指定专用 洗涤产品 (The only designated special washing products) ， 澳雪国际研发中心成为中国游泳协会指定 “ 国家游泳运动洗涤 用品指定研发中心 ” 。 (National swimming washing goods specified research and development center)

Place Supermarket, store, Mannings ， Watsons Watsons Online 淘宝

Thank you!