组长：刘百川 组员：黎思怡 江碧容 胡小粤 蔡林兵 李丽凡 莫少丰...

campus-wide brand awareness and brand loyalty of shampo

os and bodywash products

——By Group Eight

组长：刘百川组员：黎思怡 江碧容 胡小粤 蔡林兵 李丽凡 莫少丰 黄文冰

• We made two questionnaires to survey the students in the three campuses of South China Normal University about their brand awareness and loyalty for various shampoo and shower gel products.

Content

We conducted a detailed survey according to the following issues:

• Which Shampoo and body wash are used frequently;

• Understanding of several major brands of shampoo and body wash;

• Whether are you rather than frequently replace them the with another brand and give the reasons.

• We conducted a survey based on 2013 sales in China shampoo forefront among the top ten shampoo brands:

Shampoo

Result

• As the icon displayed on the top ten ranking edition just reflect the students for a variety of brand awareness.We found that Head & Shoulders ( 海飞丝 ) is the highest recognition and the most popular,and then Head & Shoulders,Rejoice( 飘柔 ),Pantene( 潘婷 ),Lux( 力士 ),Chhnang( 清扬 ),Sassoon( 沙宣 ),Sunsilk( 夏士莲 ), Overlord( 霸王 ),Clairol( 伊卡璐 ), Shulei( 舒蕾 ) ,LAF( 拉芳 ).

• Our version of the 2013 China Top Nine for body wash conducted a survey ：

Body Wash

• From the data we collected, the results are also basically in line with 2013 China Top sellers edition shower gel, as demonstrated in the picture:

• Thus, we conclude that: Safeguard( 舒肤佳 ) deservedly occupy the first edition,

Lux( 力士 )ranked second, followed were Olay( 玉兰油 ),ove( 多芬 ), Johnson& Johnson( 强生 ) and so on.

• From the reactions of the students seems that most people said shampoo and shower gel will follow the consistent use of brand loyalty is relatively strong. They said that could change too frequently because stimulate the scalp and skin damage, but the body after a certain adaptability will begin to consider replacement.

brand loyalty

Product differentiation methods

1 Function

For instance, Head & Shoulders( 海飞丝 ) is an anti-dandruff shampoo that effectively eliminates your dandruff with every wash. This function make it different from other shampoos.

Product differentiation methods

2 Appearance

With a high quality appearance and novel packing,Head & Shoulders( 海飞丝 ) grabs the attention of consumers.

Product differentiation methods

3 catchy advertising slogan

( 头屑去无踪，秀发更出众。 )

Thanks for listening