Marketing Research about Brand of Shampoos and Bodywash products

By 谢有群，蔡秀棱，林妙娜，李博欣

A survey online, focusing on the brand awareness and brand loyalty of shampoos and bodywash products, was done by 60 students in SCNU, 24 of whom are males and 36 are females.

From the answers to the question which brands of shampoos do you know, we know the most recognized brand of shampoo is Rejoice (93.33%), with Pantene (88.33%) and Head & Shoulders (85%) followed.

As for the brand awareness of bodywash products, the most recognized one is Johnson, following Safeguard and Ausnow.

What’s more, most customers illustrated they are more likely to choose Safeguard for its high quality than any other brands of bodywash products. and small proportion of them choose Dove and Johnson.

Shampoos

Rejoice 飘柔 Head & Shoulders 海飞丝 霸王

Rejoice In October 1989,Rejoice entered China’s

market as a P&G brands.Different from western countrys,Rejoice positions the product to soft,which means easy to clomb.In Chinese women’s mind ,beautiful hair should be shine enhancing( 柔亮的 ).It’s a middle end product.And Rejoice has invited famouse starts as its spokesperson like Luo zhixiang,Zeng kaixuan.Do you still remember the series of advertisement?

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Head & Shoulders Head & Shoulders is also a brand of

P&G and is also an middle end product.But it enter the China’s market in 1991.And differently,Head & Shoulders position to anti-dandruff.And it also make a special case on males.

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霸王 霸王 is a local brand of GZ but is famous

all over the country. In China’s ancient times,people use Chinese medicinal herb ( 中草药 )to cure illness. Different Chinese medicinal herb has different funtions. And 霸王 ues Zygophyllaceae ( 蒺藜类 ) as a major composition in shampoos. It mainly prevent trichomadesis( 脱发 ) and bianch ( 变白 ).It’s famous sopkesperson is Jackie Chan.

Bodywash products

Safeguard 舒肤佳 Johnson & Johnson 强生 六神

Safeguard

Safeguard went into China in 1992 and had been the first brand in Chinese bodywash products after 21 years’ development.It chooses the concepts of beauty and bacteriostasis to make the product positioning.In order to enhance consumers‘ sence of identity,Safeguard has been proved by experiments and acquired the Chinese medical association’s recommendation. 返回

Johnson & Johnson

Johnson’s  baby bodywash product is specially designed for baby skin formula.It not only uses high quality raw materialsbut also has got through a series of rigorous medical tests.And for this reason, it is more moderate and more irritating to the skin. Publicity to the adult " Johnson's baby bodywashproduct to protect your skin” , virtually brings adults safe and no side effects impression,which a lotof adult female friends pay most attention on.And what the beautiful peopleyearn for is the delicate, fresh and tender skin of baby.

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六神As the first listed company in domestic cosmetics industry, Shanghai Jahwa is a local enterprise that is capable of competing with transnational companies in an all around way . After accurately grasping the reliance on Chinese consumers of traditional Chinese medicine culture,Shanghai Jahwa launched Chinese medicines bath solution.This unique product positioning quickly established a strong market segment for "Liushen bodywash product".Liushen bosywashproduct,as the bodywash product market first prominent “refreshing" positioning,exchanged time for the development of space,and has maintained a good level of profitability.

Thank you ！