Rejoice advertising words:

Rejoice-soft film (pet film) Figure 1: The owner saw his dog covered in mud and said, Come and give you a bath. ? At this time, the dog obediently pounced on its owner. The owner poured a little soft shampoo in his hand to wash and protect the dog, and then dried it with a hair dryer. I just wanted to hug the dog, because the dog's hair was too smooth, so I jumped out. Rejoice-Film Picture 2: Huang Xiaoxian, the heroine in 33 Days of Lovelorn, didn't wash her hair for a few days because of her lovelorn love. At this point, her hair is in a mess. Look at yourself in the mirror and say loudly: me, don't do this! ! ! ? Conversion surface: after Xiaoxian washes with Rejoice shampoo. Standing in front of the mirror and shaking off her smooth hair, she said, this is me! ! ! Brand development of Rejoice Shampoo in China market. Rejoice, as a member of Procter & Gamble, first entered China and is still the leading brand in China shampoo market. Flexibility is characterized by softness. Different from western consumers, in the eyes of women in China, the standard of beautiful hair is always soft, bright, smooth and easy to comb. Trends come and go, but this has never changed. This is what Rejoice 16 has been trying to bring to women in China. As the first shampoo brand in the world to introduce shampoo and hair care technology, Rejoice is? 1989 10 entered China. Since 14, Rejoice has rapidly grown into a leading brand in the shampoo market with excellent quality, and its market indicators such as popularity, consumer utilization rate and distribution rate have quickly jumped to the first place. ? In 2002, AC? Nielsen rated Rejoice as "the most popular brand among consumers" in 2002. Rejoice not only brings elegant and supple hair to consumers, but also becomes a favorite brand in consumers' hearts with its positive, confident and optimistic personality. Continuous innovation is one of the reasons why Rejoice has become P&G's most successful brand in the world. On the basis of fully understanding the needs of consumers, Rejoice constantly develops and updates better quality shampoo and hair care products to meet consumers' pursuit of hairdressing and hair care. In March, 2003, Rejoice brand launched a brand-new Rejoice Ginseng Nourishing Shampoo, which contains rich ginseng nourishing essence, fundamentally improving hair quality, not only shampooing and caring hair, but also nourishing hair. After using it every day, you can feel the continuous improvement of hair quality. After two weeks in a row, the hair becomes supple, smooth and more energetic again. Consumer analysis Although shampoo is a kind of household consumer goods, with the entry of foreign brands, there are differences in the consumer group structure of domestic and foreign brands: the main consumer groups of domestic brand shampoo are concentrated in low-income people and middle-aged and elderly people; Young people or middle-income people tend to use foreign brands of shampoo. There may be two reasons for the above differences: different age groups have different consumption habits (1). For middle-aged and elderly people, habits are hard to change, especially for a product that has been used for more than ten years or even decades. The old brand has long been ingrained, and they are likely to find it difficult to accept new things. (2) There is a gap between Chinese and foreign brand prices. Although brands such as Rejoice have extended their product lines to all consumer layers in recent years, compared with domestic brands, the price is still a little high. For the average consumer, the use of domestic shampoo can meet the basic cleaning needs, and it can be regarded as "cheap and good quality". ? Analysis of regional characteristics of consumption (1) First-line brands cover all parts of the country. Rejoice and Head & Shoulders occupy the main market position all over the country. (2) The regional characteristics of second-line brands are obvious. Including Kao Piaoying, Fei Yi, Aoni, 100 Runfa, Amway and other national brands, the development prospects are promising. Advertising positioning: 9.9 yuan series home care products are launched for families (1) to meet the daily needs of families? Meet the psychological needs of housewives for cheap and affordable. (2) After the product has been on the line for a period of time, a large package discount product will be launched, and the full purchase can participate in the lucky draw and give away soft travel clothes. For fashionable youth (1), because young people prefer fashionable and fresh things and follow the trend, they often change all kinds of hairstyles and hair colors and launch various targeted care products, which are suitable for all kinds of hair people and satisfy the fashion psychology of young people who love beauty and follow the trend. (2) You can engage in discount or redemption activities on a regular basis. (3) Hold free experience activities in designated supermarkets and shopping malls, consult with professional hairdressing consultants, and choose products suitable for your hair quality. Main brand positioning and pattern analysis Because most shampoo enterprises adopt multi-brand strategy, shampoo brands can be divided into four camps according to their competitive strength. The first camp is Procter & Gamble, with strong brands such as Rejoice, Head & Shoulders, Pan Ting, Sassoon and clairol. These brands have high market penetration and market share, and their brand characteristics are very obvious, occupying an absolute advantage. ? The second camp is Bao Si and Unilever, which have famous brands such as Shu Lei, Feng Ying, Shunshuang, Xia Shilian and Lux respectively. The reason why they come second is not because they are weak, but because P&G is too strong. The third camp includes Kao Piaoying, Fei Yi, Aoni, 100 Runfa, Amway and other national brands, and the development prospects are promising. Composition of other brands in the fourth camp. Competitor Analysis Lux Lux is an old shampoo brand owned by Unilever, which has a long history in China and occupies a certain position in consumers' minds. Lux is a shampoo brand comparable to Rejoice and other well-known brands, and the internationally renowned brand "Lux" has been deeply rooted in people's hearts with its excellent quality and unique star temperament. Lux meets the changing needs of consumers by upgrading innovative products. So as to bring consumers a beautiful visual experience, pleasant use feeling and good use effect. A new generation of "Lux" soft and bright shampoo, endorsed by fashion superstar Karen Mok, brings you a brand-new concept of hair care. In China, softness, elegance, beauty and luster are the most perfect hair images in consumers' minds. However, in real life, sunlight radiation, polluted air, wind blowing, dust, air conditioning, etc. will cause damage to hair, thus losing its soft and shiny luster. The brand-new Lux soft and shiny shampoo is rich in hydrophilic vitamin nourishing factors and easy to absorb. It gives the hair necessary nutrition and moisture, repairs the hair, and prevents yellowing and splitting. Under the constant protection of Lux, the hair is always soft and shiny. Where there is a home, there is Unilever, and where there is a home, there is Lux. Shu Lei is a well-known shampoo brand owned by Bao Si. After nine years of development, Shu Lei has become one of the leading brands in China shampoo market. Since its birth, Shu Lei Brand has advocated the scientific protection concept of "double care for hair and scalp", and under the guidance of this protection concept, it has provided high-quality shampoo products for the public. While dressing beautifully, I hope everyone has a balanced, harmonious and healthy life, which is the foundation of beauty. Qing Yang Qing Yang ingeniously used Black Valentine's Day to open up a new position of implantable marketing in China. On April 27th, 20xx, the new product launch conference of Qingyang anti-dandruff shampoo was held in Beijing. At the scene, its advertising spokesperson and popular host Xiao S () was invited to speak. In addition to sharing his own experience and experience in hair care and dandruff removal, he also skillfully expounded his understanding of Qingyang brand-tangible is necessary and dandruff removal is more elegant. Marketing strategy strengthens brand equity: brand is always P&G's most valuable wealth. Faced with brand challenges, P&G frequently upgrades its formula, which makes the brand and enterprise more closely integrated and strengthens consumers' recognition of brand quality. The positioning of flexibility is to make women more confident, and then the advertising words are launch, heartbeat and flexible, highlighting the soft silky experience and constantly enriching brand personality and brand association; In order to keep the brand alive and enhance the novelty of consumers, P&G has carried out a series of packaging transformations on Rejoice brand, and selected a new image spokesperson to keep the image up to date. 2. Three-dimensional market segmentation: On the basis of the original functional market segmentation, P&G closely weaves market segmentation through product line extension and brand expansion, brand personality shaping and price reduction, forming a four-dimensional segmentation pattern of varieties, brands, personalities and prices. This move aims to promote the transformation of consumer brands and varieties in P&G corporate brands, and consolidate and improve the existing market share. By reducing the price, other enterprises and brands will establish a strong entry barrier to enter the shampoo market and ensure that their high-priced brands make profits. 3. Reform the distribution system: reform the existing distribution system to make it bigger and more effective to adapt to the changes in channels. While optimizing the dealer network, we will invest 1 100 million yuan to modernize the management and coverage of dealers, provide more comprehensive and professional guidance for dealers, and set up a sales team specifically for retail terminal institutions, so as to achieve more direct and comprehensive cooperation with retail terminals. 4. Counterattack competitors: In the face of competitors' attacks, P&G pays more attention to tactical means such as promotional gifts, price reduction, special purchase, buyout of terminal shelves, and personnel promotion. In particular, the communication with in-store hairdressing consultants is an important change for P&G to try to narrow the gap with its competitors in the terminal competition.