Brand awareness & Brand loyalty & Product differentiation

Action Our group went to several dorms in West No.4 in SCNU to do a survey on shampoo and bathwash.

Brand Awareness Brand Loyalty Product differentiation Key Issues

Uncover the brand awareness and brand loyalty of shampoos and body wash products in campus. Investigate the product differentiation methods used by the firms. Objective

Face Interview Questionaire Methods

1.When it comes to shampoo and body wash, which 3 brands do you think of? 2.Which one are you trying now? 3.Do you satisfied with the product’s effects and will you keep using the same product next time? 4. Will you choose the same product again? Questions

Invite our excellent teachers and students to promote Invite middle students to visit our school and attend our forums Brand awareness

Shampoo Rejoice Pantene VS Sassoon Head & Shoulders Hazeline 飘柔 潘婷 沙宣 海飞丝 夏士莲 24% 18% 14% 4% Despot Clear Dove L'Oreal Avon 霸王 清扬 多芬 欧莱雅 雅芳 4% 2% Bodywash Dove Safeguard Enear Lux Dettol Johnson 多芬 舒肤佳 樱雪 力士 滴露 强生 12% 10% 8% Olay ACENE Avon Walch VCNIC Watsons 玉兰油 澳雪 雅芳 威露士 花世界 屈臣氏 8% 6% 4% 2%

The top 3 brands Rejoice Pantene VS Sassoon Shampoo P&G

The top 3 brands Dove Safeguard Enear Body wash Unilever P&G Local brand

The tendency of customers to consistently purchase products of a particular brand Brand loyalty

It depends. Related to the “4P” Most interviewees said that they would not try the same product next time

Brand loyalty

the efforts of a firm to distinguish its products from competitors’ in a manner that makes the product more desirable; a product strategy to gain competitive advantage/edge Product differentiation

Unilever owns more than 400 brands as a result of acquisitions, however, the company focuses on what are called the "billion-dollar brands", 13 brands, each of which achieve annual sales in excess of €1 billion. Unilever's top 25 brands account for more than 70% of sales. The brands fall almost entirely into two categories: Food and Beverages, and Home and Personal Care.

Product differentiation P&G focuses on five core strengths required to win in the consumer products industry. We are designed to lead in each of these areas. Consumer Understanding Innovation Brand-Building Go-to-Market Capabilities Scale

Product differentiation

Rejoice believes that smooth hair is the key to confidence for Chinese women, so the brand constantly provides consumers with best-in-class products that deliver it. Several product lines have been designed to meet the needs of different consumers and markets. Rejoice For more than 60 years, Pantene has offered consumers unsurpassed quality in state-of-the-art products that have exemplified serious hair care and a hands-on approach of achieving beautiful, healthy hair. Pantene We believe that perfect beauty is different for every woman and that achieving it need not be a daily struggle. We never concoct styles that just wash out, but cut a shape that stays in the hair, making it quick and simple to recreate every day. VS Sassoon

“4P” PriceProductPlacePromotion Product differentiation can be achieved through the marketing mix Product differentiation can be achieved through the marketing mix Product differentiation

Price Product Place Promotion It is a tangible good or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors. The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product. Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion represents all of the communications that a marketeer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Product differentiation

Team members Ocean Elena Elan Kay Summer Thank You For Listening