1. Investigation of body-wash products From ： Groud 4 蒋丽娟、潘彤 陈舒玲、王毅红 李路遥

2. Survey method: face-to-face communication Survey object ： university students that around us Survey content: students’ opinion of body-wash products

3. 1. Will you buy body wash with brand identity? () A. yes B. no 2. Which you are familiar with the most in the following products? () A.Dove B. Safeguard C. LUX D. Johnson & Johnson E. other ____ 3. In the past year, which brand of body wash you use most? () A.Dove B. Safeguard C. LUX D. Johnson &Johnson E. other ____ 4. In the future year, which brand of body wash you are most likely to buy ? () A. Dove B. Safeguard C. LUX D. Johnson & Johnson E. other ____ Questionnaire about the body wash

4. 5. How do you know about the brand you like? A.very understand B.know something about them C. don't know at all 6. Why are you choose that body wash? () A. good quality B. good care effect C. preferential price D. friends recommended to you E. advertise effect, good brand effect F. other ____

5. Investigation and analysis ： In our survey, we found most of students tend to have brand loyalty, it is about 70%. Safeguard hold the highest brand loyalty among the four brands, about 36%. (Because they thought Safeguard could protect our health with better skin clean and care effect.) Dove hold the 28%, LUX hold the 14%, Johnson & Johnson hold the 12%, others hold 10%. (Students in our school were more familiar with Safeguard. They knew more about that brand, because there were many advertisement about it around us. Consequently, Safeguard also hold the highest brand recognition.)

6. brand loyalty : 70%=35/50 Safeguard : 36%=18/50 Dove : 28%=14/50 LUX : 14%=7/50 Johnson & Johnson : 12%=6/50 Others: 10%=5/50 We have investigated 50 students around us. 35 students said that they will continue using the body- wash products which they use presently.

7. product differentiation Procter & gamble’s body-wash products Introduction There are many kinds of body- wash products in Procter & gamble company. The brand strategy of p & g company is not simply a trademark, but it push out several different brands 。

8. Safeguard:( 舒肤佳 ) CAMAY( 卡玫尔 )Olay （玉兰油） Body-wash products:

9. Advantage: That is in order to increase the market share and also reflects its professional! In this way, each brand has its own development space and the market will not overlap. Different customers want different interests from product portfolio. some people think that washing and rinsing ability is the most important, some people think that the most important is fabric soft and also some people hope to have the feature of fragrance, mild alkaline washing powder. So p & g will use detergent 9 segments,

10. Procter & gamble's brand strategy not only makes the company have a good image in society, high reputation, but also cultivate a large number of loyal customers. It also win the high satisfaction from customers. The sustainable development of the company win the competitive advantage. Procter & gamble has its product positioning. They are mostly belongs to high-grade, integrating brand spirit and fashion type capacitors. A senior said that their brand of three boundary type is clean, functional, fashionable and highest level of the brand.