Brand Awareness and Brand Loyalty

by Group 1, Business English class

组员：黄志恒，邓丽婵，苏雨晴，马晓珊，叶健怡，陈梓灵

a survey about

1.Questions

1.Which shampoo brands are you more familiar with? a)LUX b)Clear c)Hazeline d)CLAIROL e)H&S

f)Dove g)PANTENE h)Rejoice i)Bawang j)Janice

k)Johnson&Johnson l)others

2.Which shampoo brands are you using now? a)LUX b)Clear c)Hazeline d)CLAIROL e)H&S

f)Dove g)PANTENE h)Rejoice i)Bawang j)Janice

k)Johnson&Johnson l)others

3.What factors will you consider when buying shampoo? a)price b)packaging c)brands d)recommendation

e)promotions or on sale f)effects g)publicity or advertisement

h)others

The survey is conducted among 73 fellow students.

4.Will you consider changing the brand you're using after a period?

a)yes b)no

5.How often do you change your shampoo brand?

a)never change b)change frequently c)seldom change

6.What's the reasons for changing the brand?

a)It's no longer suit your hair.

b)promotions or price reduction activities

c)find another brand more attractive when shopping without aim.

d)The effect of the present brand are not outstanding.

e)be tired of the one you're using.

f)recommended by others

g)others

1.questions

2.Results

1)

2)

2.Results

3)

4)

2.Results

5)

6)

3.Conclusion

1)From result of q1, we can find that Rejoice ranks number 1 when it comes to shampoo brand awareness, followed by the Pantene and the H&S.

2)From result of q2, q4 and q5, though that 3 brands are still on the top 3 of all, people tend to change brands after a period. That is, for the brand loyalty, it's far from enough.

3)From result of q3 and q6, we can find the largest factor contributing to lack of brand loyalty lie in that the effect of those shampoo can't satisfy the users.

4)The top 3 brands shampoo companies mentioned above are subsidiary of P&G, so it must have some unique methods to differentiate itself as well as brands belonging to it.

4.Methods of the differentiation

1)Effects Differentiation Rejoice: focuses on making your hair smooth and process

natural grace. Pantene: focuses on restoring the hair. H&S: focuses on ridding you of the dandruff.

2)Price Differentiation Rejoice: lowest, 20-30 yuan, aimming at lower income cust

omers Pantene: cost more than Rejoice, 25-40 yuan, aimming at t

hose medium income women H&S: similar to Pantene, 30-50 yuan, aimming at teenagers

3)Packaging Differentiation Rejoice: grass green color, representing vigor and being f

resh.

Pantene: apricot, representing hair nutrition.

H&S: blue, representing the sea and hope.

4)Pattern of selling P&G succeeds in differentiating itself from other compa

nies by owning different brands of one product, and all of them aim at specific target market. Therefore, customers will change another brand without realizing it is also theirs.

4.Methods of the differentiation

5)Endorsement P&G is willing to invest money on endorsement by in

viting the popular stars attractive to the target market.

For example, Rejoice invites Luo Zhixiang and Yang Mi ; Pantene invites Tangwei and Lin Zhiling; H&S invites Shu Qi and Peng Yuyan.

4.Methods of the differentiation

Thanks for listening!

by Group 1, Business English class

组员：黄志恒，邓丽婵，苏雨晴，马晓珊，叶健怡，陈梓灵