【www.guakaob.com--营销师】
Rejoice
Introduction:
In October 1989, as a brand of procter &gamble's, float soft into China. For 16 years, float soft has been the leading brand of Chinese shampoo market, become a part of the Chinese woman's life. "The most beautiful, silky hair" rejoice in the article is different from western consumers, in the mind of the Chinese women, beautiful hair standard always will be a little deleterious, smooth and easy to comb. Trends come and go, but this has never changed. That's also rejoice for 16 years, has been committed to bring Chinese women. Challenge the soft limit, constantly bring people up very smooth experience, that is to rejoice. Calm in the face of pressure, be confident and polished look, will be the best to show yourself in front of the world, this is the women to rejoice..( 1989年10月，作为宝洁旗下的品牌，飘柔进入中国。十六年来，飘柔一直是中国洗发水市场的领导品牌，成为中国女性生活的一部分。“柔顺的秀发最美丽” 飘柔之定位篇与西方消费者不同，在中国女性的心目中，美丽秀发的标准永远都是柔柔亮亮，顺滑易梳。潮流来来去去，惟独这点从未改变。这也正是飘柔十六年来一直致力带给中国女性的。 挑战柔顺极限，不断带给人们升极的柔顺体验，这就是飘柔。 从容面对压力，保持自信优雅的形象，将最美好的自我展示在世界面前，这就是飘柔女性。)
Strategic focus and plan:
1、mission:We are aim at satisfying the consumers’need of functional diversity of the shampoo and taking care of the public life.
2、goals:⑴nonfinancial goals:
①retain its present image as high quality but cheap products In the shampoo categories in which it competes.
②add a new product every 2 or three years.
③further promote its popularity and penetrance.(渗透率） ⑵financial goals: retain 15% share of the shampoo market in the future.
3、core competency and sustainable competitive advantage:
Low price along with high quality,wide popularity and awareness.
Situation analysis:
1、SWOT analysis: Strength
⑴The price and quality of the product is consistent.
产品价格与质量比较吻合，基本做到优质优价。
⑵It has entered the Chinese market for a long time and has a larger market awareness and penetration.
进入中国市场的时间较长，具有较大的市场认识度与渗透率。
⑶It has a variety of products , strong brand research and development capabilities and dandruff, smooth, treatment and other species, so the customers have many choices.
产品种类多，品牌研发能力强，有去屑、柔顺、焗油等种类，顾客选择多样性。 ⑷Rejoice’s advertising campaign is powerful, and its advertising slogan: rejoice that self-confidence; This launch, static, beauty on each side; Launch, cardiac, float soft are deeply rooted in the hearts of the people, such as advertising form diversification, bold novel, targeted, is deeply rooted in the hearts of the people.
飘柔的广告攻势是强大的，其广告词：飘柔就是这样自信；秀发动、静，每一面都美；发动，心动，飘柔等均深入人心，广告形式多样化，大胆新颖，具有针对性，深入人心。
⑸It has occupied a larger market share.【飘柔广告语英文】
占据着较大的市场份额。
⑹It has brand advantage.
具有品牌优势。
⑺The target group is clear and it has high brand loyalty.
目标群体明确，品牌忠诚度高。 Weakness
⑴It puts little attention to dandruff, itching.
在去屑，止痒等功能方面有所缺失。
⑵In view of the object have limitations. Rejoice always emphasis the female consumers of hair, and to a certain extent, ignores the male
consumers.
针对对象有局限性。飘柔一直主打的是女性消费者的秀发柔顺，而在一定程度上忽略了男性消费者。
⑶It’s propaganda media is too single. Rejoice is very successful in TV advertising , but ignores the other media publicity.
宣传媒体过于单一。飘柔在电视广告方面很成功，但忽略了其他媒介的宣传。 ⑷Low price lower the level.
低价格拉低档次。
⑸Rejoice shampoo viscosity will be easy to stay, so the hair is difficult to wash.
飘柔洗发露的粘稠度会易残留，不容易洗净头发。 Opportunities
⑴Growing trend of popular fashion beauty, rejoice as a kind of hair products, under this trend, there are a lot of room to grow.
大众追求时尚美的趋势日渐增长，飘柔作为一种美发产品，在这种潮流下，有很大的发展空间。
⑵Procter & gamble company support the development of the rejoice, use a variety of marketing tools and advertise aggressively.
宝洁公司的支持，对其采用多种营销手段，努力进行广告宣传。 Threats
⑴SLEK of C-Bons group occupy a certain market through effective marketing means.
丝宝集团的舒蕾通过有效的营销手段，占据了一定市场。
⑵Chinese local brand achieve development, such as bullies, zhuifeng. 中国本土品牌的发展，如霸王，追风。
⑶Procter & gamble's rival, unilever's extrusion.
宝洁公司的强劲对手，联合利华的挤压。
⑷In recent years,Haodi and Lafang,which are active in the the shampoo market form siege.
近几年，在洗发水市场异常活跃的好迪，拉芳对其形成围攻之势。
2、industry analysis:
⑴China is the country of the world's highest production and sales of shampoo.【飘柔广告语英文】
⑵Currently, China has more than 2,000 manufacturers of shampoo, the shampoo brand in the domestic market is nearly 4000, the total consumer market is about 200 million people.
⑶In the long run, shampoo market prospects are still considerable. The localization of international brands and growing mutual international contest between national brands, the competition will be a long process, which is a long-term trend.
⑷Greatly enriched products, product segmentation become more obvious. ⑸The main trend of shampoo is of high quality, become functional and pay attention to natural ingredients .Special Envoy of the functions and auxiliary functions will continue to refine.
⑹The appearance of shampoo its styling will continue to change.
3、competitors analysis:
⑴Head & Shoulders advocates dandruff , Sassoon insist on fashion, Lux emphasizes star effect, and Pantene’s vitamin B5.【飘柔广告语英文】
⑵Rejoice represents youth, wisdom, and the modern woman full of self-confidence to face the challenges ; Head & Shoulders is reasonably representative of the people, ideas reality, more willing to work with people close to the modern woman; Sassoon represents active and is full of fashion to attract urban women force; Pantene represents confident, elegant professional women.
4、Company analysis
（1）Procter&Gamble (P&G) is a Fortune 500 American multinational corporation , a wide range of consumer goods.
（2）Procter &Gamble has nearly 300 brands in over 160 countries.
（3）They are committed to helping consumers with health, hygiene, and convenience. The company is broken into three different segments: Health and Beauty, Household care, and Gillette.
（4）Three billion times a day
1、宝洁公司（P＆G）是全球500强的美国跨国公司和生产范围广泛的消费品。
2、今天，宝洁公司拥有近300个品牌在全球160多个国家。
3、宝洁公司致力于帮助消费者提供健康，卫生和方便。该公司分为三个不同的部分：健康与美容，家居护理和吉列。
5、Customer analysis消费者分析
（1）From online surveys, P&G found that 80 percent of the potential buyers were woman between the ages of 35-54.
（2）78.2% of consumers said they prefer to buy in the supermarket or hypermarket shampoo.
（3）Western developed countries, per capita shampoo frequency of 6.4 times per week, Japan 5 times a week, seven times a week in Hong Kong, mainland China and even in the relatively high frequency of shampoo in urban areas, the average is only 2.5 times per week.
（4）Consumers in this age group 20-50 years old accounted for 89.1 percent of the purchase amount, they believe this is really only used the product before felt their efficacy. While consumers in other age groups accounted for only 11.9% of the purchase proportion is relatively emotional, and vulnerable to external factors such as the impact of advertising.
1、从网上调查，宝洁公司发现，80％的潜在消费者的是35-54岁之间的女性。 2、78.2 % 的消费者表示自己喜欢在超市或大卖场购买洗发水。
3、西方发达国家人均洗发频率为每周6.4次，日本每周5次，香港每周7次，而中国大陆即使在洗发频率相对较高的城镇地区，平均每人每周只有2.5次。
Headline：Rejoice, is so sure!
Body copy ：Do you want to be in the fairy tale "Cinderella"? I help you to do it! True charm by inside and hair, Scurf go without casting, beautiful hair be more outstanding. Elegant stay joss-stick, filar silk and moving. Our brilliance comes from your elegant demeanour, show launched, static, each side is beautiful. Wash protect furniture will be pushed off as a new function in Rejoice series. They will make your hair elegant soft. And you will become more confident. Believing Rejoice, believing youself.
A new slogan：vitality from nutrition, energy from young, energy comes from passion. Wash protect furniture, let a hair elegant soft.
标题：飘柔，就是这么自信!
主体部分：你想要成为童话中的"灰姑娘"吗？我帮你来实现!真魅力由内而发，头屑去无踪,秀发更出众. 飘逸留香，丝丝动人。我的光彩来自你的风采，秀发动、静，每一面都美。洗护二合一将会是飘柔推出的产品中新的功能。它会让你的头发飘逸柔顺。你也会变得更加自信。相信飘柔，相信自己吧。
新的口号 ：活力来自营养,活力来自年轻,活力来自激情.
经管学院 12市营1班 陈佳涛 201224012103
飘柔广告词分析
飘柔的经典广告词：用飘柔就是这样自信。
优点：继承了飘柔以自信作为品牌的诉求点。由于飘柔的消费者群体集中在学生、蓝领、白领等中产阶级这一范畴。“自信”这个情感诉求表达的是飘柔使头发更柔更顺，从而帮助消费者保持良好形象，使之能充满自信地展现自我。现在社会变化非常快，每天遇到很多的挑战，所以对于这些人来说每个人都希望每天更自信一点。因此以“自信”作为诉求就能带给消费者更多的个性化体验，容易引起消费者内心的共鸣，拉近品牌与消费者之间的距离。
缺点：由于广告媒体的多样性，该广告词在以音频为载体的广播电台，并不能很好的展示其产品的物理属性，受众可能记住了飘柔这个品牌却不知道其效用，造成误解。
改进：为了使广告词可以在各种媒介上都可以得到很好的营销效果，应突出其物理属性，所以应强调“洗发水”这个词，改为：“用飘柔洗发水就是这样自信”。
1、飘柔免洗润发乳，含顺发因子，瞬间抚平毛躁，令秀发柔亮顺滑，一触难忘。
2、那种柔顺，一触，就知道是她!
3、漂柔的秘密，我只告诉了她，谁知道一传十，十传百，变成了众人皆知的秘密!
4、一只老鼠洗完澡从澡堂大摇大摆的走了出来看到了一只猫，也没搭理猫，猫大怒，说到，小样儿，dēng站立在自己的床前，披头散发布什大惊:你好大的胆子，敢夜闯白宫!lā dēng甩了摔飘逸的胸毛，阴森地笑了，说:飘柔，就是这样自信!
8、非一般的柔顺，出发非一般的心动，新飘柔护理系列，突破性锁效焗油，奖滋润因子锁入发丝，柔顺一触难舍，一触瞬间心动，新飘柔精华护理系列。
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