1. Product differentiation methods
BY GROUP6

2. Questionnaire
When it comes to shampoo and body wash, which brands do you think of ?
Why do you choose this brand?
Will you choose a specific brand?
If the price of the brand you often use goes up, will you choose another one? ……

3. Results Top three well-known brands:
Shampoo: 1.Rejoice 2. Head&Shoulders 3.VS Sassoon
Body wash: 1. Johnson 2.Dove 3. Safeguard
Top three peoples’ favorite brands:
Shampoo: 1.Rejoice 2.VS Sassoon 3. Pantene
Body wash: 1.Dove 2.Johnson 3.Safeguard
Top three reasons why people choose the brand:
Shampoo: 1.Popularity 2.Function 3.Public praise
Body wash:1.Popularity 2.Public praise 3.Function

4. Charts
Shampoo
Brand awareness
Brand loyalty

5. Charts
Body wash
Brand awareness
Brand loyalty

6. Product differentiation
(1)Shampoo
Rejoice—Elegant and supple(飘逸柔顺)
Head&Shoulders—Dandruff(头屑去无踪，秀发更出众)
VS Sassoon—Professional salon(专业美发)

7. Product differentiation
(2)Body wash
Johnson—Health & Care(因爱而生)
Dove—Beauty is natural(美是自然)
Safeguard—Reduce bacterial growth(减少细菌滋生)

8. Product differentiation
Marketing mix
Shampoo
Product differentiation
Product
Price
Promotion
Place
Rejoice
hair conditioner, essence, family care
￥9.9~40
TV ads, famous stars, suit sales
Supermarket, small store
Head&
Shoulders
Men use, Hair conditioner
￥25~60
TV ads, famous stars
Supermarket, online
VS Sassoon
Elastin(弹力素), essence, Conditioner
￥40~90
TV ads, foreigners
Supermarket

9. Product differentiation
Marketing mix
Body wash
Product differentiation
Product
Price
Promotion
Place
Johnson
Consumer product, medical devices
￥15~40
Online ads,
TV ads,
Cute babies
Supermarket, on line, small store
Dove
Hair care, men care, deodorant
￥25~50
TV ads, ordinary people
Supermarket, online, small store
Safeguard
Soap, Hand Sanitizer
(洗手液)
￥18~45
Soap：
￥5~10
TV ads, doctor, simple packaging

10. Thank you!