Brand awareness of shampoos Top three : Rejoice , Heads & Shoulders , Pantene

Brand loyalty of shampoos Top three : Heads & Shoulders , Rejoice , Pantene

Brand awareness of body wash products

Top three : Safeguard , Johnson , LuxBrand loyalty of body wash products Top three : Safeguard , Dove , Olay

Group members: 何嫦，李晓璇，方若琳，

熊丹，李清，徐晓斌，

王展琪，邹龙利

Rejoice:Rejoice:Rejoice is a brand from P&G Rejoice is a brand from P&G in smoothness and it has in smoothness and it has been the top-selling haircare been the top-selling haircare brand in China for over 20 brand in China for over 20 years.years.

Differentiation methodsDifferentiation methods Rejoice believes that Rejoice believes that smooth hairsmooth hair is the key to is the key to

confidenceconfidence for Chinese women, it helps them turn their for Chinese women, it helps them turn their dreams into reality, making people’s lives smoother dreams into reality, making people’s lives smoother every day. every day.

The brand stands for more than just shampoo and The brand stands for more than just shampoo and conditioner—it is now conditioner—it is now an emotional symbol for love and an emotional symbol for love and a better life.a better life.

Low-end market strategyLow-end market strategy. Rejoice is the low-end market . Rejoice is the low-end market through the development and the suppression of the through the development and the suppression of the main competing products, to complete the “big Rejoice” main competing products, to complete the “big Rejoice” strategic objective.strategic objective.

Continued innovationContinued innovation. In 2006, Rejoice took on a chic . In 2006, Rejoice took on a chic and more modern look, its most dramatic revamp since and more modern look, its most dramatic revamp since its public listing. in 2007, Rejoice launched the Collagen its public listing. in 2007, Rejoice launched the Collagen Component series and Leave-on Moisturizer in Hong Component series and Leave-on Moisturizer in Hong Kong, astonishing customers with its numerous Kong, astonishing customers with its numerous breakthroughs in hair technology.breakthroughs in hair technology.

Heads & Shoulders is a power brand from P&G in the Anti Dandruff Shampoo market.

The differentiation methods of H & SThe differentiation methods of H & S(4P)(4P)

The product uses attractive white and The product uses attractive white and royal blue combination as its base royal blue combination as its base packing, which creates a positive packing, which creates a positive impression.impression.

Its new best ever anti-dandruff formula Its new best ever anti-dandruff formula provides better scalp coverage to get provides better scalp coverage to get rid of even the tiniest dandruff flakes.rid of even the tiniest dandruff flakes.

The emphasized is on healthy, long The emphasized is on healthy, long and beautiful hair.and beautiful hair.

The brand used the Markonym ZPT ( ZThe brand used the Markonym ZPT ( Zinc Pyrithine) Formula which has anti-inc Pyrithine) Formula which has anti-fungal properties as its differentiator. fungal properties as its differentiator.

It’s innovative campaigns and pervasIt’s innovative campaigns and pervasive ways of promotion made the consuive ways of promotion made the consumers well aware about Head & Shouldmers well aware about Head & Shoulders. ers.

Pantene is a brand of hair care products owned by Procter & Gamble.

Pantene’s shampoo formulas are specially designed to help you get the look you want, while keeping your hair strong against damage and healthy. The brand's best-known product became the conditioning shampoo Pantene Pro-V (Pantene Pro-Vitamin).

Pantene makes its product differentiation through a Greek mythology —Aphrodite. Aphrodite is the goodness of love and beauty, with confidence, elegant, and passion. Now Pantene use its unique hair claims and superior technology, let every lady to find their unique beauty.

• 1963 first anti-germ soap by P&G

•1992,Safeguard entered China

Product Differentiate

Anti-germ function.

Safeguard can stop the germ which can cause skin inflection and bromidrosis.

Degerming well and proved by many international medical professional groups.

In china, Chinese Medical Association has tested and verified safeguard can stop the germ which can cause skin inflection and bromidrosis. 　　

PricePrice

From the chart, we can see the price From the chart, we can see the price of Johnson's baby lotion is the lowest of Johnson's baby lotion is the lowest one, which has the second volume. one, which has the second volume. By contrast, the consumers prefer By contrast, the consumers prefer buying the Johnson’s baby lotion.buying the Johnson’s baby lotion.

The promotion tools of Johnson‘s baby lotion are aThe promotion tools of Johnson‘s baby lotion are advertising and packaging. The ads of its products ardvertising and packaging. The ads of its products are cozy acting by mothers and babies. And the packae cozy acting by mothers and babies. And the packaging is convenient to carry, which is flip type designging is convenient to carry, which is flip type design(( 翻盖式设计翻盖式设计 ). It is small-bore that it is easy to contro). It is small-bore that it is easy to control the use.l the use.

Johnson's baby lotion has a image that it is suitable fJohnson's baby lotion has a image that it is suitable for baby, mother, teenager, all generations. It does nor baby, mother, teenager, all generations. It does not have so many chemicals.ot have so many chemicals.

Johnson’s baby lotion has many places to sell theiJohnson’s baby lotion has many places to sell their products. We can even find the products in our car products. We can even find the products in our campus so-called supermarket. You don’t have to bumpus so-called supermarket. You don’t have to buy it in the specialty stores. It means that everyone cay it in the specialty stores. It means that everyone can buy the Johnson’s baby lotion everywhere.n buy the Johnson’s baby lotion everywhere.

Lux --There is sure to be one to bring out the star in you. They are designed to leave your skin feeling refreshed and smelling delicious.

Plus it’s 100% soap free, produces a pH balanced skin cleansing lather and is available in supermarkets and pharmacies nationwide.

Lux is famous for Blue Chilli Promotions. Blue Chilli Promotions was established in 1994 and with much development is one of the leading promotional agencies in South Africa. And Blue Chilli is a preferred supplier to Unilever, was assigned the Lux Body Wash campaign to assist in its national relaunch throughout stores in South Africa’

Product Differentiate

It empathizes on

1:Damage therapy, intensive repair, to prevent split ends and breakage

2:A unique blend with non-greasy natural oils

Differentiation

Exfoliates and moisturizes to expose fresh, beautiful skin.

Contains skin-natural building blocks to help improve skin's look over time

Different from other cleanser damaging skin cells, Dove makes up the damage and stay up in the top of the skin.

Olay is an American skin care line. It is one of the top skin care retail brands in the world, except for Japan, and is one of Procter & Gamble’s multi-billion dollar brands. For the 2009 fiscal year ended June 30, Olay accounted for an estimated $2.8 billion of P&G's $79 billion in revenue.

Product Differentiation

■ PRODUCT: The Olay brand has expanded into a range of other products grouped in “boutiques” including Complete, Total Effects, Professional, Regenerist, Quench (North America), White Radiance (Asia) and Olay Vitamins (USA).

■ Olay is the market leader in many countries including USA, UK, and China. ■ ANTI-AGING: Olay has extended its heritage as a moisturizer to stay looking young, to formally creating the “anti-aging” category in mass stores with the launch of Total Effects.

■ PIECE & FORMULA: Active Hydrating Formula, generally the least expensive variety, bears the closest resemblance to the pink "Oil of Olay" marketed in the US before the P&G acquisition.