Brand awareness

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Brand awareness Brand loyaltyProduct
differentiation
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Our group went to several dorms in West No.4 in
SCNU to do a survey on shampoo and bathwash.
Action
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• Brand Awareness
• Brand Loyalty
• Product differentiation

Key Issues
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Objective

• Uncover the brand awareness and brand loyalty of
  shampoos and body wash products in campus.
• Investigate the product differentiation methods
  used by the firms.

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• Face Interview
• Questionaire

Methods
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Questions

1. When it comes to shampoo and body wash, which 3
   brands do you think of?
2. Which one are you trying now?
3. Do you satisfied with the products effects and
   will you keep using the same product next time?
4. Will you choose the same product again?

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Brand awareness

• Invite our excellent teachers and students to
  promote
• Invite middle students to visit our school and
  attend our forums

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Brand awareness
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(No Transcript)
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(No Transcript)
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The top 3 brands
Shampoo
PG PG PG
Rejoice Pantene VS Sassoon
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The top 3 brands
Body wash
Unilever PG Local brand
Dove Safeguard Enear
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Brand loyalty

• The tendency of customers to consistently
  purchase products of a particular brand

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Brand loyalty

• It depends.
• Related to the 4P
• Most interviewees said that they would not try
  the same product next time

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Brand loyalty
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Product differentiation

• the efforts of a firm to distinguish its products
  from competitors in a manner that makes the
  product more desirable a product strategy to
  gain competitive advantage/edge

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Product differentiation
Unilever owns more than 400 brands as a result of
acquisitions, however, the company focuses on
what are called the "billion-dollar brands", 13
brands, each of which achieve annual sales in
excess of 1 billion. Unilever's top 25 brands
account for more than 70 of sales. The brands
fall almost entirely into two categories Food
and Beverages, and Home and Personal Care.
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Product differentiation
PG focuses on five core strengths required to
win in the consumer products industry. We are
designed to lead in each of these areas.

• Go-to-Market Capabilities
• Scale

• Consumer Understanding
• Innovation
• Brand-Building

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Product differentiation
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• 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. Several product lines
  have
• been designed to meet the needs of different
• consumers and markets.

Rejoice
Product differentiation

• For more than 60 years, Pantene has offered
• consumers unsurpassed quality in state-of-the-art
  
• products that have exemplified serious hair care
  and
• a hands-on approach of achieving beautiful,
  healthy hair.

Pantene

• We believe that perfect beauty is different for
  every
• woman and that achieving it need not be a daily
  struggle.
• We never concoct styles that just wash out,
• but cut a shape that stays in the hair, making it
  
• quick and simple to recreate every day.

VS Sassoon
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Product differentiation
Product differentiation can be achieved through
the marketing mix
4P
Price
Product
Place
Promotion
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Product differentiation
It is a tangible good or an intangible service
that is mass produced or manufactured on a large
scale with a specific volume of units. To retain
its competitiveness in the market, product
differentiation is required and is one of the
strategies to differentiate a product from its
competitors.
Price
The price is the amount a customer pays for the
product. The business may increase or decrease
the price of product if other stores have the
same product.
Product
Place represents the location where a product can
be purchased. It is often referred to as the
distribution channel. It can include any physical
store as well as virtual stores on the Internet.
Place
Promotion represents all of the communications
that a marketeer may use in the marketplace.
Promotion has four distinct elements
advertising, public relations, personal selling
and sales promotion. A certain amount of
crossover occurs when promotion uses the four
principal elements together, which is common in
film promotion.
Promotion
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Thank You For Listening

• Team members
• Ocean
• Elena
• Elan
• Kay
• Summer