The campus-wide bodywash products

---Dove, Safeguard & Johnson

• 1 、 Target customer ： girls and women

• 2 、 Product feature ： eye-catching packing, reasonable price, high quality

• 3 、 Dove Differentiation method ：unique branding (the subsidiary of Unilever)

• According to our research,33% people use Safeguard wash body and 57% are familiar with it.

• We deem the differentiation method of Safeguard is unique branding , because Safeguard is subordinate to P&G.

Johnson bodywash

• The brand awareness and brand loyalty

• The differentiation methods

The brand awareness and brand loyalty

• According to the research we have made last week, Johnson bodywash ranked the first accounting for 71% in the list.

• Most people have loyalty to it because of its natural ingredients and harmfulness to their skin.

The differentiation methods

• JOHNSON'S® NATURAL® product line is the only one with a combination of at least 98% naturally derived ingredients and over 100 years of baby care experience.

• • Clinically proven mild and gentle for baby, the JOHNSON'S®

NATURAL® product line is derived from plant, mineral and fruit ingredients.

• And unlike some other leading natural brands, it offers moms an affordable natural option for their babies’ skin care needs.

shampoo

How Rejoice differentiate itself from other brands?

• 1. Upgrade Rejoice

• 2.Develop low price market

• 3.Brand stretching

1. Upgrade Rejoice(2000/8—2003/10)

• Improve a series of products• Penetration strategy

2.Develop low price market (2003/11)

• Since 1998, P&G has adopted skimming strategy

• 1998, its market share was reduced under the impact of Unilever, Shulei

• Decided to develop low price market• 2003

3.Brand stretching (2004/3)

• Hair conditioner• Body wash products

1.Advertisement

2. quality

Customer loyalty of Head & Shoulders

●“Head & Shoulders” personality is antidandruff● “Pantene” personality is the nutritional health of the

hair 。 ●"Rejoice" personality is to make the hair smooth and

supple. ●Market product advertising of "Head & Shoulders" sh

ampoo is very wouldful--- 1)sea-blue packaging reminds of the blue sea and bri

ngs fresh and cool visual effects. 2)"dandruff to go without trace, hair cleaner, "the ad

vertisement makes more customer loyalty.

Head & Shoulders VS CLEAR

CLEAR VS Head & Shoulders

Group background(Unilever VS Procter & Gamble ）

Brand advertising(cost of $ 300 million budget VS

increased advertising efforts )

market-basedhair care products field (34 items), and men's

needs for the first timeanti-dandruff propaganda in the original advocacy, intentions through more targetedand diversified portfolio of differentiated

products

packaging (Hyun blue or black shampoo bottle VS

the crescent-shaped flow line design)

Terminal sales(adjust terminal sales price and display positionVS testing equipment for special dandruff scalp

and dandruff consumer testing andpromotional items will be flexible to increase support)

Brand advantages力士、夏士莲，

甚至连旁士护肤、中华牙膏海飞丝、飘柔、潘婷、沙宣、

伊卡露五大洗护金牌体系，就连护肤品牌玉兰油

Why you are so familiar with H&S

????????