Most popular Bodywash Products 澳雪 : 20% 强生 : 19% 舒肤佳 : 15%

Most popular Shampoos 潘婷： 28% 飘柔： 26% 沙宣： 12%

Shampoos Market 潘婷 飘柔 沙宣 力士

Brand Awareness

Are You Loyal To A Brand? Yes: 45% No : 55%

What would make you change brand? Others’ recommendation:55% Promotion: 52% To try New products:28%

Differentiation Product Price Promotion Place Sponsor

Product 1.kinds 2.design Packing shape →flat 保湿型除菌型止痒型 美白型

Price Ordinary membership favorable price Superior membership favorable price Non-membership price

Promotion 澳雪国际大力推广产品生动化陈列，树立时 尚、高档的产品形象. A -direct selling B service consultation C university agent D ads E irregular activities

Place A barber shop B supermarket/ retailer C direct selling/ online selling

Sponsor 澳雪国际还与中国国家跳水队、中国国家游 泳队结盟，通过多方面的努力支持中国的体 育事业的发展，向人们倡导健康生活的概念。

NO. 2

product differentiation methods 1 、 unique product design 2 、 through the marketing mix: advertising Promotion Unique packaging

1 、 unique product design Johnson & Johnson Body Wash was designed for babies and its gentle formulation is designed to cleanse their skin while maintaining the skin's natural softness. The ph of the product is 7 that newborn babies can also be at ease use.

advertising In the advertisings, they emphasize on baby care. The sweet scenes of mother and baby leave deep impression to consumer.

packaging The product packaging is sample. But the design of the product is classic and never change that leave people deep impression.

Safeguard brand ranks the third bodywash product in our questionnaire 舒肤佳品牌口号 舒肤佳能帮助妈妈保护家 庭健康、帮助小孩茁壮成 长。爱心妈妈，呵护全家。

Product differentiation methods Price: the price of safeguard product is quite low. Product: divided into four series: energy movement series, classic net protect series, very cheerful feeling to protect series, comfortable soft protect series. Its products consist of different functions, which may provide more choices for their customers.

Promotion: launch the Health Great Wall project, making safeguard as a symbol for contributing care for the children. Besides, it has a lot of promotion activities.

Pantene brand rank the first shampoo product in our questionnaire. It gains the most popularity. Principle: protect healthy hair and provide the most perfect hair care. Nowadays, the new claims of PANTENE is to discover your unique splendor. PANTENE believes that each one you are the most unique, owning unlimited potential beauty.

Product differentiation methods Product: divided into two kinds of series: deep restoration series and health hair series. This brand focus on the health of the hair by using the advanced technology, which distinguish from other products.

Price: The price of PANTENE is comparatively reasonable. Pantene has come into the stage of maturity and owned stable brand awareness, its target customer focus on mass customer that most people can afford it.

Rejoice brand awareness:  One of the most famous shampoo brands of P&G  Most people know this brand and the students in our school is no  exception.  Ranking NO.2, just behind Pantene  26% students choose it, only 2% less than  Pantene

Brand royalty is important for companies and play a great part in its survival. About 45% are royal to the brand while 55% are not. Brand royalty

product differentiation PRODUCT PRICE PROMOTION PLACE ( Bricks and mortar shops and online shops. no exception to others)

PRODUCT Quality: high quality. Just as the word “ 飘 柔 ” ， your hair get supple( 柔顺的） and soft after you use it. Utility: wash, nourish and prevent your hair from being dry. Image: simple and attractive; many kinds of package

PRICE Not high and not low, acceptable to every family. Compared with Pantene, it is lower.

PROMOTION  Advertising a lot of ads on TV and its ads are very attractive, creative and warm. Versaced by many stars, such as Luo zhixiang, zhou yumin and zeng kaixuan.  Sponsor some activities, such as “ 我心唱 响 ”

Vidal Sassoon

Product Differentiation is the process of distinguishing a product or offering from others, to make it more attractive to a particular target market.

Strategies Product characteristics Differences in functional features or design Distribution strategy Haircut Design