Marketing research: Shampoos

1. Purpose: Employ one or more approaches of marketing research to uncover campus-wide brand awareness and brand loyalty of shampoos.

3. People: 100

4. Place: Nanhai Campus

5. Time: Oct.14- Oct.17

2. Brands: Head&Shoulders, Rejoice, Pantene, Sassoon,

Clear, Hazeline

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 wash1. Purpose: Employ one or more approaches of marketing research to

uncover campus-wide brand awareness and brand loyalty of body wash.

3. People: 150

4. Place: Nanhai Campus

5. Time: Oct.14- Oct.17

2. Brands: Clairol, CAMAY, OLAY, Safeguard, Lux, Lynx,

Sunsilk, Dove

22.22%

38.89%

Safeguard

Clairol

CAMAY

OLAY

Lux

Sunsilk

Dove

Lynx

Q: Which product have you ever used? (multiple choice)

Q: How often do you use the product?

Product Differentiation of P&G

Production differentiation methods:

Product price positioning differentiation

Technology differentiationFunction differentiationCultural 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)

● Muti-brands strategies

Strong research and development strength ●

● 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 todifferent 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 ^_^