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Brand Competition Analysis: Campus Survey on Body Wash and Shampoo Awareness

This briefing presents a survey of campus-wide brand awareness and loyalty, focusing on popular body wash and shampoo products. Key competitors include Johnson, Dove, Olay for body wash, and Rejoice, Pantene, Head & Shoulders for shampoo. We analyze brand differentiation strategies of P&G and Unilever, revealing P&G's multi-brand strategy versus Unilever's single-brand approach. Effective methods to enhance consumer engagement include promotions at selling points, TV/internet advertisements, and informative posters.

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Brand Competition Analysis: Campus Survey on Body Wash and Shampoo Awareness

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Presentation Transcript

  1. Group project --- brand competition By Roya(张梓虹)

  2. Briefing • Survey of the campus-wide brands • Analysis of the brand awareness and loyalty • Differentiating methods

  3. Survey of the campus-wide brands • Top three body wash products: • Shower wash: • Johnson • Dove • Olay • Body wash soap: • Safeguard • Olay • Six god Top three shampoo products: • Rejoice • Pantene • Head & shoulder

  4. Brand awareness and loyalty analysis Methods to impress consumers: • Promotion on selling points • Advertisements on TV/internet • Poster/leaflet Awareness and Loyalty analysis:

  5. How to differentiate? Because the aforesaid brands could be attributed to two companies: P&G and the Unilever, we prefer to compare these two companies in the aspect of differentiation. • Focusing on different targets • Updating the products • Creating different breeds The P&G company uses the multi-brand strategy(多品牌战略)，while the Unilever prefers the single-brand strategy(单一品牌战略). Thank you for your attention!

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