Brand Satisfaction and Brand Loyalty

Brand Satisfaction

and

Brand Loyalty

Group 3 Class2:邓清燕、张艳玲、陈艺芳、林静娴、钟玉贤、杨燕玲、地力胡麻尔

Main point

• 1. total introduction

• 2. shampoos products

• 3. bodywash products

1.Total introduction:

Campus-wide brand awareness and brand loyalty of shampoos and bodywash products.

We made two surveies. The total number of about shampoos products is 80.The total number of about bodywash products is 80.大学生对沐浴露品牌认知度及忠诚度调查http://www.sojump.com/jq/2793972.aspx洗发露品牌认知度和顾客忠诚度调查问卷http://www.sojump.com/jq/1972561.aspx

shampoos products.:

"

bodywash products:

"

Conclusion:

Our group did a questionnaire online and found that in brand awareness and brand loyalty, shampoos in the first three is Rejoice （飘柔） , Head & Shoulders（海飞丝） , Pantene（潘婷） ;

and bodywash products in the first three is Safeguard( 舒肤佳 ), Johnson & Johnson（强生） , dove（多芬）

2. shampoos products :

Rejoice

Rejoice:

1. Market positioning (product) the function of Rejoice is to make hair smoother, which makes Rejoice more popular among young Chinese women, because most of them are longing for long straight shining black hair, and Rejoice meets their needs.

2. Brand effect (product) Rejoice was introduced into China since 1989, and is always the top of Chinese shampoo market, which makes it believable for Chinese consumers .So we consumers prefer to choose it.

Rejoice:3. Price setting (price) the target market of Rejoice focuses on general consumers in urban areas as well as wealthier consumers in rural areas,so its price is affordable for most consumers.

4. Promotion :The commercial is addicted because it includes a series of romantic love story which fully arouses the audience’s interest, and the function of Rejoice deeply roots in the hearts of audience. For example, the smoothness makes your pulse race if touched( 非一般的柔顺，触发非一般的心动 ) ； The smoothness is unforgettable once touched.

Head & Shoulders（海飞丝） :

Head & Shoulders :1.Product:1. Positioning is very clear, the products of anti-dandruff shampoo and smooth the hair. It helps to reduce scurf from the hair root, has skin care ingredients, and can promote the healthy of skin head.

2. Groups: Head and shoulders on the sex ratio of popularity is almostly balanced, mainly for the younger generation between 18 and 30 years old.

3. It has set up r&d center in different countries around the world, and always committed to research and development in the field of crumbs and scalp health.

4. It continue to expand its market segments, to develop head and shoulders into seven categories: type, off-dry shu shuang (natural mint), nourishing care, herbal essence, silky smooth type (combined), clean care type, lemon grass, containment, jade-like stone mining black and dandruff elite.怡神舒爽型 (天然薄荷 )、滋养护理型 (草本精华 )、丝质柔滑型 (二合一 )、洁净呵护型、柠檬草控油型、莹采乌黑型和去屑润发精华露。

Head & Shoulders :2.Price:Medium and high grade manufactured goods, 19~31yuan

3.Promotion: 1.Non-medium: Some supermarket promotions or sponsor some

public benefit activities. “ 海飞丝清凉酷一夏” . The advertisement originality matches aiming at

Head-Shoulders. “ 新海飞丝超酷 FIAF 大赛” . Hold face meeting for endorsers. Use the star

appeal attracts more people to know their products. Most of the endorsers of Head-Shoulders are ‘herself’, like 陈慧琳、范冰冰

. Sponsor named TV programs.

Head & Shoulders :2 、 medium1. Television: National: CCTV-1, CCTV-5, CCTV-6, CCTV-8 Local: Beijing TV station, Shanghai television station, Jiangsu TV, Hunan TV station and so on.

2.magazine: Fashion magazines, like Ruili, ELLE, vogue.

3.Outdoor advertising: street signs, light boxes and body in target market.

slogan ：去屑、当然海飞丝去屑无踪，秀发更出众

Head & Shoulders :

4.Place:The large and medium-sized supermarkets across the country

Head & Shoulders

"the purpose of marketing short-term objective: Through advertising makes the consumers of Head-Shoulders continue to trust and buy it.）

long-trem objective: Making the products remain at maturity, so that consumers have absolutely loyalty to this product)

Pantene:

"

Pantene :1.Product1. The unique technical advantages, and constantly

develop new products. Such as Pantene Hot Oil Essence( 焗油精华素），was widely praised by consumers, and attract a lot of potential consumers

2. product variety and wide product range Diversity and wide range of products, making the

market more flexible in space, and expanding the scope of consumer groups.

主要有：免洗润发乳、乳液修复洗护系列、丝质顺滑洗护系列、滋养防掉发系列、倍直垂顺洗护系列、莹彩深层修护系列、日光护理洗护系列、弹性丰盈洗护系列、乌黑莹亮洗护系

Pantene :2.PriceDon’t compete on price without sound consideration.

The non-integer pricing method 采用非整数定价法 Bundling 捆绑销售Lower the sales prices through buying online together, while improving visibility of Pantene and stimulate initial consumers. 网上促销定价策略在网上通过团购降低销售价格

Pantene :3."Distribution: Modern retail channels: including international retail chains such as Wal-Mart and Carrefour. Regional retail chain

Traditional distribution channels: supermarkets, department stores, convenience stores, cosmetic stores, grocery stores

4.“Promotion：Pantene promotes itself mostly through television advertising, internet, posters and so on. Pantene often use emotional appeal in its advertising through telling a story to deliver spirit to consumers in a creative ways: such as Pantene shampoo’s inspirational advertising in Thailand, outstanding the effect of celebrity and confidence of health and beauty.

Pantene :

"Promotion strategies

　（ 1 ）设立更多的销售展销点 Set up more sales point　（ 2 ）建立终端导购系统，进行人员促销。 Establish a

terminal shopping guide system and use personnel promotion

　（ 3 ）一次性购物满多少赠送礼品。 One-time purchase up to a point will receive a special gift

　（ 4 ）购物满 40 元可以参加抽奖活动，奖品为潘婷的产品。 Purchase of 40 yuan can participate in raffle prizes for Pantene products

bodywash products :

"Safeguard(舒肤佳 ),

Head & Shoulders :

1.product: degerming （除菌） and moisten（滋润） .

Main products: soap, bodywash, hand washing.

2.Price: bodywash( about 30-40 yuan for 720ml),

soap( about 4-5 yuan for one block, always sells 3 blocks together),

hangwashing( about 10-15 yuan for 225ml).

Head & Shoulders :

3.Distribution: 1.store; 2.online shop; 3.in some activities given as presents; 4.buy something and receive a soap as a present; 5.make the disposable soap and bodywashing, and sell to the hotels; 6.door-to-door selling; and so on.

4. Promotion: 1. Advocate for the health project at China, and create a good

brand image;2. In the special festival to carry out some promotional activities,

such as the 2011 “mother plot”; 3. the bodywash`s common promotion method is one large and one

small as th family pack; 4. by using news media, do advertising on television, magazines

and newspapers; 5. At the gate of the super market or some popular places to do

some activities;

Johnson & Johnson:

Products: philosophy: "innate, Johnson’s"

Johnson & Johnson :1.Product segments: Johnson & Johnson is the most successful company in infant market segment.

Product Quality: Johnson & Johnson set parents’ mind at rest because of their harmless infant formula developed from a medical perspective. And their compliance with commitments of modest, and never stimulate baby's skin.

Product design: use the image of babies

Johnson & Johnson :2.Price: use the products pricing. Belong to the high-end price. Ranging from 3 yuan to 40 yuan

3.Distribution:In China, children's cosmetics is still mainly rely on the traditional Chinese "agency, distribution, terminal" channel mode

4.Promotion ： Johnson & Johnson to PR branding: through public welfare activities to establish corporate and brand, such as donating money to flood disaster area.

Flexible promotion way, There are the most common activities,such as “mother‘s love”, “baby paradise”( 宝宝乐园） , “Johnson’s new science and technology, care for each and every day .

Dove Shower Gel:

Dove Shower Gel:

1.Product feature: Let your skin luster, just like silk, after washing ,leaving you with the scent of pure and fresh quietly elegant, make you comfortable for a long time.IF you use it for a long time, you will have skin moist, not feeling dry. （让你皮肤透出绸缎般的柔滑光泽，洗后留有清新淡雅的芳香，令您长久舒适。长期使用，皮肤更显年轻滋润，再也没有干涩的感觉）

2.Pricing strategy1.combination pricing 2.the discount price 3.Psychological price 4.seasonal discounts

Dove Shower Gel:Sales promotion strategy: In Carrefour, wal-mart, step by step, Dove employ

Promotion Specialist, who explain to the customer, at the same time Dove’s product can be applied to the back of hand, let customers have first-hand experience.

Distribution分销渠道Setting up the total dealers 各地设立总经销商Establish cooperation relationship with the supermarket

与超市建立合作关系Online sales 网上销售

Thank you

Brand Satisfaction and Brand Loyalty

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