Brand A wareness and Brand Loyalty of Shampoos

Our marketing research

The result(1)

(2)

(3)brand awareness

brand awareness

brand loyalty

smoothness

(2) special programs and activities

In 2009, Rejoice also began a program with the China Women’s Federation (ACWF) to help provide Chinese womenwith employment opportunities and skills. Through such programs and activities, Rejoice has become a beloved brand that regularly brings love and care to the public, gaining both respect and loyalty.

(1) emotional designs Rejoice helps Chinese women turn their dreams into reality, making people’s lives smoother every day. The brand stands for more than just shampoo and conditioner—it is now an emotional symbol for love and a better life.

(3) Continued innovation

Continued innovation is one of the reasons why Rejoice is the most successful international brand at P&G today. Rejoice has ceaselessly worked at developing new and high-quality products, responding to the needs of its consumers.

　 Head & Shoulders shampoo 海飞丝

anti-dandruff 去屑

　 How to achieve product differentiation :

1. technical innovation

Enterprise is based on the tendency about shampoo and then makes the right strategies to produce new products.

2. use serialization capabilities

Head &Shoulders major in anti-dandruff shampoo, but in order to please the consumer, its company also push out new products, such as soft shampoo, off-dry shampoo.

3. optimize the brand image

Head & Shoulder apply beautiful packaging to beautify its products

4. improve quality

Head & Shoulder uses new technical to improve its products, which has made great success.

VS Sassoon 沙宣

professional hairdressing

advertising notion

Vs shampoo give you salon hair care , let you be beautiful and moving just as the world famous model.“沙宣洗发水给你沙龙级美发的呵护，让你就像世界名模般的亮丽动人”

Distribution channel

some supermarket,hair salon or hairdressing supplies stores

From the chart above, we can see that Olay ranks 3rd among all the body cleansing brands in this survey, which means that people’s awareness of Olay is quite good.

Product differentiation ：

• Body cleansing products from Olay are mainly divided into three series which are all designed for women’s bodycare. They emphasize the function of “For Delicate Skin” to attract consumers mainly.

• The world-known skincare brand OLAY, a powerful brand under P&G, is one of the biggest one in the area of skincare brand. As a “ specialist for skincare ” in the eye of most female, it keeps following the step of times to perfect itself so that it can maintain the beauty leader image all the time.

• With advanced technology, OLAY continually makes new and good products to meet the needs of women’s, saying that “surprises begin from your skin”.

• So far, OLAY has attracted more than 80000000 consumers and surprised them. It has been the angel that make contributions to the beauty of femal.

Brand awareness

According to the survey, every ten people, there are 2.6 people who have heard of Dove.

Brand Loyalty

• Of those polled, nearly three out of ten said they were using Dove, and more importantly, most of them have been using Dove for a relative long time ranging from at least 3 months to over a year. Seven out of ten who are using Dove body wash products promise that they will buy it next time. In conclusion, Dove has a strong brand loyalty.

Product differentiation

• The most apparent difference between Dove body wash and other products is that Dove has a wide product line, including Deep Moisture shower gel, shower gel for men and soap.

• What’s more, it has different body wash products depending on the customer’s need, such body wash for sensitive skin.

• Dove’s products are said to be more natural.

Johnson & Johnson

• Among all the brands of body wash, 81.4% of the people are aware of the Johnson & Johnson and its merits.

Brand awareness

Brand Loyalty

9 in 43 have used its product, most of whom have used the product for more than one year and have decided to buy and use it in the next year.

Product differentiation ：• 　　 Their consumer segment includes a

broad range of products used in the baby care, skin care, oral care, wound care and women’s health care fields,etc.

• Keeping their Safety & Care Commitment is the most important thing they can do to continue earning consumers trust, and thus make their product differentiation.

• 　　 Their assurance process is pretty rigorous and they’re always listening to consumers – so that they can improve their products and consumers can have complete peace of mind whenever they bring them into homes.