Study of shampoo and body washBy Group 5 :黎惠聪 叶姬玲 陈律行 张宇健 张凯 林儒英 郑繁广

• We did a research on the internet.(www.sojump.com)

• The data is collected from 41 persons.• 29 of them are girl and the rest of them are

boy.

Here show you some graphs

About shampoos

Have you ever used unfamous brands of shampoo?

The reason you don’t use unfamous brands of shampoo is

11 22

From graph 1 and grapsh2 we can know that :1 、 Most of students don`t use unfamous brands of shampoo.2 、 45.24% students don`t use unfamous brands of shampoo because they think famous brands of shampoo are more reliable while 35.71% students think the reason they don’t use unfamous brands of shampoo is they didn’t know these unfamous brands of shampoo.

So, we draw a conclusion that most of students have brand awareness, but their brand awareness is not strong .

Which brands of shampoo do you use usually?

The reasons why you use another brand of shampoo

33

44

From graph 3 and graph 4 ,we can know that:1 、 The top five popular brands of shampoo is Rejoice,Head&Shoulders,VS Sassoon, Dove ,Pantene.2 、 57.14% students use another brand of shampoo just because they want to try another brand of shampoo while 47.62% students thinkthat use another brand of shampoo can do good to hair.

So, we can make a conclusion that:1 、 Rejoice gain the highest brand loyalty among all the shampoos products.2 、 Most of student had no obvious brand loyalty to shampoo

About body wash

Have you ever used unfamous brands of body wash?

The reason you don’t use unfamous brands of body wash is

55

66

From graph 5 and graph 6 we can know that :

1 、 Some students use unfamous brands of body wash ,but more students don’t use unfamous brands of body wash.2 、 The main reason is that they don’t have in-depth knowledge about the unfamous brands of body wash because they are unfamous

It easily for us to draw a conclusion that:1 、 Students have lower brand awareness to body wash compare with shampoo;2 、 Body wash industry competition are fiercer

Which brands of shampoo do you use usually?

The reasons why you use another brand of shampoo

77

88

From graph 7 and graph 8 we can know that :1 、 The top five popular brands of body wash are Safeguard, Dove, Johnson & Johnson, OLAY, LUX.2 、 66.67% students use another brand of body wash just because they want to try another brand of body wash .

So ， we can come to the conclusion that1 、 Safeguard gain the highest brand loyalty among all the body wash products.2 、 Most of students have poor brand loyalty .

Product differentiation About shampoo

Rejoice has been the top-selling haircare brand in China for over 20 years.

Known as the expert in smoothness, Rejoice has gained high recognition by Chinese consumers

Rejoice believes that smooth hair is the key to confidence for Chinese women, so the brand constantly provides consumers with best-in-class products that deliver it.

Beyond quality products, Rejoice also 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.

Head&shoulders is world`s No.1 antidandruff shampoo. A power brand from P&G.

Product Definition:1.Cleanness and Remove dandruff.2.Its new best ever anti-dandruff formula provide better scalp coverage to get rid of even the tiniest dandruff flakes.3.What ‘s more it give you soft ,beautiful hair that ‘s closer to the look you want.

From haircolor to hairspray, you have the power to create virtually any look with the full range of high-quality hair styling products from Vidal Sassoon.

The Vidal Sassoon SMOOTH Shampoo cleanses and tames frizzy hair by helping to stop frizz before it starts and leaving your hair looking smooth and manageable.

Dove :Realise your personal

beauty

Dove is committed to help all women realise their personal beauty potential by creating products that deliver reality.

The campaign's mission is to "to create a world where beauty is a source of confidence and not anxiety.“

It purports to be "an agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves".

PANTENE :PANTENE :Hair-care ExpertHair-care Expert

For over 50 years, hair-care expert Pantene has been dedicated to hair care and health for customers all over the world. Based on the precept that “beauty originates from good health,” Pantene provides solutions to various hair problems. In 1940, a Swiss scientist discovered pro-V, a substance that makes hair tougher and suppler, promoting the health of one’s hair.

So, we can know the product differentiation methods used by the firms are:

1.Different product positioning;

2.Different advertising strategy； （ e.g: VS Sassoon ,foreign beauty）

3.Different target market;

4.Different brand strategy; (e.g: Dove : realize your personal beauty)

5.Product function series ; (e.g :Rejoice)

Product differentiation About body wash

Safeguard:Safeguard:Antibacteria

Product Definition:

Eliminates 99% of bacteria, providing essential cleansing care for the entire familyWashes away dirt and odorFrequent hand washing with Safeguard helps keep your family healthy

For more than a hundred years, new mothers have trusted JOHNSON'S® Baby products to provide the purest, gentlest and mildest care for their babies.

So, we can know the product differentiation methods used by the firms are:

1.Different product positioning;

2.Different advertising strategy； （ e.g: Safeguard :children Johnson :baby）

3.Different target market;

4.Different brand strategy; (e.g: OLAY: Surprise your skin)

5.Product function series strategy;