The campus-wide bodywash products ---Dove, Safeguard & Johnson
1 、 Target customer ： girls and women 2 、 Product feature ： eye-catching packing, reasonable price, high quality 3 、 Dove Differentiation method ： unique branding (the subsidiary of Unilever)
According to our research,33% people use Safeguard wash body and 57% are familiar with it. We deem the differentiation method of Safeguard is unique branding, because Safeguard is subordinate to P&G.
Johnson bodywash The brand awareness and brand loyalty The differentiation methods
The brand awareness and brand loyalty According to the research we have made last week, Johnson bodywash ranked the first accounting for 71% in the list. Most people have loyalty to it because of its natural ingredients and harmfulness to their skin.
The differentiation methods JOHNSON'S® NATURAL® product line is the only one with a combination of at least 98% naturally derived ingredients and over 100 years of baby care experience. Clinically proven mild and gentle for baby, the JOHNSON'S® NATURAL® product line is derived from plant, mineral and fruit ingredients. And unlike some other leading natural brands, it offers moms an affordable natural option for their babies’ skin care needs.
shampoo
How Rejoice differentiate itself from other brands? 1. Upgrade Rejoice 2.Develop low price market 3.Brand stretching
1. Upgrade Rejoice(2000/8—2003/10) Improve a series of products Penetration strategy
2.Develop low price market (2003/11) Since 1998, P&G has adopted skimming strategy 1998, its market share was reduced under the impact of Unilever, Shulei Decided to develop low price market 2003
3.Brand stretching (2004/3) Hair conditioner Body wash products
1.Advertisement 2. quality
Customer loyalty of Head & Shoulders ●“Head & Shoulders” personality is antidandruff ● “Pantene” personality is the nutritional health of the hair 。 ●"Rejoice" personality is to make the hair smooth and supple. ●Market product advertising of "Head & Shoulders" shampoo is very wouldful--- 1)sea-blue packaging reminds of the blue sea and brings fresh and cool visual effects. 2)"dandruff to go without trace, hair cleaner, "the advertisement makes more customer loyalty.
Head & Shoulders VS CLEAR
CLEAR VS Head & Shoulders Group background (Unilever VS Procter & Gamble ） Brand advertising (cost of $ 300 million budget VS increased advertising efforts ) market-based hair care products field (34 items), and men's needs for the first timeanti-dandruff propaganda in the original advocacy, intentions through more targetedand diversified portfolio of differentiated products packaging (Hyun blue or black shampoo bottle VS the crescent-shaped flow line design) Terminal sales (adjust terminal sales price and display position VS testing equipment for special dandruff scalp and dandruff consumer testing and promotional items will be flexible to increase support) Brand advantages 力士、夏士莲， 甚至连旁士护肤、中华牙膏 海飞丝、飘柔、潘婷、沙宣、 伊卡露五大洗护金牌体系， 就连护肤品牌玉兰油
Why you are so familiar with H&S ????????