Marketing Research on Campuswide Brand Awareness and Brand Loyalty of Shampoos and Bodywash Products ——Made by Class2 Group7

Contents DATA 1 Conclusions 2 Product Differentiation 3

1 DATA Investigation Method: Online survey with sojump.com technical support Sample Size: 62(male:15 female:47) Question Design: Please choose five brands of shampoos you most familiar with. (Rojoice ;Clear ;Lux;Dove……） Please choose five brands of body wash you most familiar with. (Johnson; Safeguard; Olay ;Vcnic In your opinion,which is the primary factor in choosing shampoos/body wash? (Good reputation;Great effects;Promotions;Personal health…）

DATA 1 How long have you been in support of the brand of shampoos/body wash? (4 choices form 1-6 month to 2 years or more) Which reason is most likely to lead the change in shampoos/body wash brand from your perspective? (Quality problem;Bad effects;Competitors' Promotions;Attractive ads) How satisfied are you with your shampoos/body wash in use? How much of a discount do the seller give will you buy a brand of shampoos/body wash that you never use before? (≤10%,10-20%,20-30%,≥30) Do you read the imformation of the shampoos/body wash seriously before you buy it?(≤2mins,＞2mins or NO)

2 Conclusions Brand Awareness Result: First—Rejoice——100% Second—PANTENE ＆Head and shoulders —87.93% Third—SASSOON——56.9% Conclusion: The shampoos brand from P＆G company（Rejoice, PANTENE, SASSOON）have the highest brand awareness.

2 Conclusions Brand Awareness Result: First—Safeguard——79.31% Second—Johnson—77.59% Third— Olay——53.45% Conclusion: The body wash brand from P＆G company（Safeguard, OLAY）have got most awareness.

2 Conclusions Brand Loyalty (time) Body wash 58.06% 59.68% 20.97% Result: Body wash Shampoo 1-6 months 58.06% 59.68% 6-12 months 20.97% 11.29% 1-2 years 16.13% 17.74% ≥2 years 4.84% Shampoo Conclusion: student consumers tend to change their habit in a relatively fast frequency.

2 Conclusions Brand Loyalty (Reasons to choose) Body wash 14.52% Result: Body wash Body wash Shampoos Reputation 14.52% 16.13% Effect 38.71% 32.26% Promotion 17.74% Health 9.68% Others 19.36% Shampoo Conclusion: Student consumers focus more on the products’ effect .

2 Conclusions Brand Loyalty (Reasons to change) Body wash 38.71% Result: Body wash Body wash Shampoos Freshness 38.71% 43.55% Effect 20.97% 29.03% Promotion 14.52% 11.29% Health Others 11.28% 4.83% Shampoo Conclusion: Student consumers change the brand generally because of their looking for freshness.

Product Differentiation 3 Take P＆G company for example

3 Product Differentiation Rejoice, SASSOON, PANTENE, head ＆ shoulders……Many well-known and well-sold shampoos brands we use everyday are from the same company named Procter＆Gamble，P＆G for short. P＆G is one of the largest consumer goods company in the world. Moreover, P＆G builts a majority of market share with Unilever company in Chinese market and even the world market. Many factors are related to the success of P＆G, Product Differentiation is one of the vital factors. Otherwise, P＆G company’s product differentiation strategy is textbook(教科书式的) business strategy

3 head ＆ shoulders is an expert in antidandruff（抗头屑）. Product Differentiation 3 head ＆ shoulders is an expert in antidandruff（抗头屑）. With its navy blue packaging, it is reminiscent of（使人联想起） the blue sea, bringing fresh and cool visual effects to people. It conveys an idea in the advertisement that “ No scurf, cleaner hair”, which convinces the consumers that Head & Shoulders is specialist in antidandruff.

Product Differentiation 3 Pantene emphasize the daily care of the hair with its apricot(杏黄色的) packaging, which brings people nutrient-rich(富含营养的) visual effects. “Pantene is recognized by the Swiss Vitamin Institute that it is not only rich in Vitamin B5, but also able to permeate(渗透) the hair thoroughly and give complement nutrient(补充养分), making the hair healthy and glossy(有光泽的).” With this advertisement, Pantene succeeds in establishing an image of being nutritious.

Product Differentiation 3 When it comes to the Rejoice, an idea that it makes the hair glossy as well as supple occurs to us immediately. Just as the name implies, the Rejoice is exclusively used in making hair supple and thus bringing consumers confidence and happiness. Also,the grass-green packaging gives us a feeling of youth. What’s more, through the picture in the advertisement that a girl swings her silky hair, the Rejoice deeper the impression of consumers that it makes the hair supple and elegant.

Product Differentiation 3 In conclusion, from a consumer’s perspective, the P&G take advantage of the product differentiation to establish an powerful image among the consumers. On the other hand, it segment the market by setting various functions, prices as well as packaging, which can also meet different levels and needs of consumers. As a consequence, both the brand preference and the brand loyalty of the consumers will be enhanced step by step.

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