Product Differentiation methods

Product Differentiation methods

By Group 4

Face-to-face interview

1. 您觉得最出名的洗发水和沐浴露品牌是什么？

2. 您最常用的洗发水和沐浴露品牌是什么？

3. 您觉得您最常用的洗发水和沐浴露品牌与别的品牌相比，有什么特别之处吗？（它们为什么能够吸引您？）

Result Top three well-known products:shampoos : Rejoice,Pantene, Head & Shoulders bodywash products:LUX, Safeguard, Johnson & Johnson Top three widely used products:shampoos : Rejoice,Pantene, Clearbodywash products: Safeguard, ACCEN , Johnson & Johnson

Rejoice 飘柔

Produces different kinds of shampoos to meet customers’ needs.

In 1989, Rejoice became the first brand which combined shampoo with hair conditioner.

Rejoice 飘柔

The first brand to launch large-scale draft activities:"Rejoice Star" talent show

Try to make it as the national people’s favorite brand -- never use foreign scene

The first shampoo brand to publicize brand culture and connotation.( 内涵 )

Rejoice 飘柔 Most attractive factors:

200ml : 9.9 Yuan

Target market : customers in rural regions

Pantene 潘婷

Focus on female customers, pantene produces different functions shampoos

Use PRO-V vitamin original(PRO-V 维他命原 ) as the core of the Pantene products

Employ cutting-edge technology to innovate. e.g.protective film( 保护膜 )

Pantene 潘婷

Adjust advertising strategies to attract Chinese customers

Spend lots of money into advertising,including newspaper,magazines,tv advertisement,Internet advertising and bus advertisement.

Pantene 潘婷

Election of Advertising Spokesperson

Must be “Elegant, healthy, womanish ”

“ 优雅、健康、女人味”

Clear 清扬

Anti-Dandruff( 去屑 ) Shampoo Apply “Vita- ACETM”( 维他矿物群 )co

re technology into the product Provide two series of products aiming

at different needs and wants of males and females. e.g. Clear Men Clean Xtreme Anti- Dandruff Shampoo

Clear 清扬

Advertisement is implanted into TV series, such as 《丑女无敌》

《无懈可击》 -- “ 无屑可击” obvious sign -- antidandruff ( 去屑 )

Body wash

Brand awareness

Johnson & Johnson

Safeguard

LUX

Brand loyalty

Safeguard

ACCEN 澳雪

Johnson & Johnson

Products: Johnson’s baby,

Johnson’s body care

强生的理念：因爱而生，强生

Johnson’s baby: Johnson’s baby lotion, Johnson’sbaby oil, Johnson’s baby shampoo, Johnson’s baby extra conditioning ( 护发素） etc.

Johnson’s body care It has 4 kinds of body wash,All smell fragrantly Brand background beautiful flesh specifically targeted at young women to protect skin "the loving care" concept and in skin care of professional technology

Price: not too high and not too cheap, about 15~40 Yuan, which is acceptable to consumers.

Place: supermarket, small store, on line

The accurate market positioning （市场定位） :

High quality: “通过 中华医学”会验证 ,增强了品牌信任度

Safeguard owns Chinese Medicine Authentication so it wins lots of people’s trust

product

The antibacterial notion meet with most customers’ need

Promotion

Attractive to people. Feeling warm and home

social responsibility:

keeps in line with hygiene and healthy career in China and provides Chinese with effective healthy security.

organizes lots of educational activities publicize the knowledge of hygiene.

Price: acceptable and affordable for students

舒肤佳舒怡爽护系列薄荷冰怡沐浴露1升￥ 33.90

舒肤佳芦荟护肤型香皂 115 克 x6

￥ 23.80

safeguard 舒肤佳 纯白清香型 香皂 125g

 ￥

Product & Price

100ml~938ml ： 6.80 元 ~36.8 元

梦幻海马香水沐浴露系列

澳雪果萃花语沐浴泡泡

100ml~1L ： 6.80 元 ~31.80 元

留香小公主沐浴系列

230ml~1000ml ： 10.00 元 ~45.00 元

澳雪健肤护养沐浴露系列 900ml ： 15.69 元

原果橄榄油滋养沐浴露系列 900g ： 13.6 元 ~16.90 元

PromotionOnline advertising

sales promotion ： Suit sales （套装销售），Regular sales activities （定期减价活动） Limit discount （限时折扣）

2004 年，“澳雪”系列洗涤用品成为中国奥运功勋团队——中国跳水队（ Chinese diving team ） 2004 至 2008 年唯一指定专用洗涤产品 (The only designated special washing products) ，澳雪国际研发中心成为中国游泳协会指定“国家游泳运动洗涤用品指定研发中心”。 (National swimming washing goods specified research and development center)

PlaceSupermarket, store, Mannings ， WatsonsOnline 淘宝

Thank you!