Marketing research: Shampoos 1. Purpose: Employ one or more approaches of marketing research to uncover campus-wide brand awareness and brand loyalty of shampoos. 2. Brands: Head&Shoulders, Rejoice, Pantene, Sassoon, Clear, Hazeline 3. People: 100 4. Place: Nanhai Campus 5. Time: Oct.14- Oct.17

5: Questionnaire

6: Results Conclusion: 1. brand awareness: All is known 2. brand loyalty: stronger: Head&Shoulders, Pantene, Hazeline Clear, Sassoon weaker: Rejoice

Marketing research: Body wash Purpose: Employ one or more approaches of marketing research to uncover campus-wide brand awareness and brand loyalty of body wash. 2. Brands: Clairol, CAMAY, OLAY, Safeguard, Lux, Lynx, Sunsilk, Dove 3. People: 150 4. Place: Nanhai Campus 5. Time: Oct.14- Oct.17

Q: Which product have you ever used? (multiple choice) Safeguard Clairol CAMAY OLAY Lux Sunsilk Dove Lynx Q: Which product have you ever used? (multiple choice) 38.89% 22.22%

Q: How often do you use the product?

Product Differentiation of P&G shampoo

Production differentiation methods: Product price positioning differentiation Technology differentiation Function differentiation Cultural differentiation

Multi-brand strategy Pursue differences among different brands of similar products, such as function, packaging, price positioning, promotion and other aspects so that they can create distinct features of each brand.

The product differentiation of P&G help it form a high market segment which makes its products can be able to satisfy the different needs of consumers. And each brand has its target market so the market would not reduplicate.

Shampoo Rejoice Focus more on making the hair supple and elegant Head&Shoulders a brand of anti-dandruff shampoo

Pentene Focus on the nutrition and health of hair a brand of hair care products VS Sassoon professional hair products (more likely to be used by hairstylist)

product diffentiation of P&G ● Muti-brands strategies ● Strong research and development strength bodywash ● Brand manager system ● Brand stretching Knowledge marketing ● ● Consumers-oriented

Smells really good, making you feel that you are in a flowers bush when taking a bath.

Different kinds of body wash, some suitable for summer, some for winter;some for oily skin, others for dry skin.

Really functional and not so expensive! Cover a wide range of series Some product could cure militaries successfully and refresh you effectively.

Have wonderful aroma and the a distinguishing feature of moderate and moist.

Product Differentiation of Unilever

Speed up new product development 1. optimize product form Consumers demand for products for the internal quality and appearance design, unilever design different types of products with fashionable packaging style meet different levels of the market and consumers demand.

2.develop new product according to different perposes When the product entered into the mature period, unilever will break through the original use category to new consumption horizons.

Lux & Hazeline: Develop soap on the base of absorbing liquid, a shampoo, bath dew and so on the different function of new products.

Clear: Develop different types of shampoos specializing in male and female’s hair nuring care and common series

Thank you ^_^