Number Name Page

Figure2.1 The distribution of  shelf space of School Supply 4

Figure3.1 Whether the differential of  brand positioning is  obvious or not 7

Figure3.2 Five different packages for Rejoice 9

Figure3.3 Whether the price range is able to meet your demand or not 10

Figure3.4 The shampoo brand you are using 10

Figure3.5 Whether the brand name is in accord with its brand positioning or not 12

Figure3.6 From The Affordable 13

Figure3.7 Free gift with purchase(hair-drying cap and comb) 13

Figure3.8 Have you seen the promotion of  Pantene,Head&Shoulders,Vidal Sassoon or Rejoice 14

The list of tables

Number Name Page

Table3.1 The SWOT analysis of P&G 6

Table3.2 The price list of The Affordable Supermarket 7

Table3.3 The table of brand positioning of P&G’s shampoo brands 9

The Analysis of Multi-Brand Strategy Of P&G’s Shampoo Industry-Taking the campus market of Normal University for Example

Chapter One Introduction

1.1 The problem  

“Made in China” model has made great contributions to GDP and the rapid growth of foreign trade of China since 1980s,which  made China become the market where countries of all over the world are competing for. ”(Ding,2008,p3).So firms of  the whole world offer a lot of choices for consumers in China, which also forces firms of China to make themselves strong enough to compete with them. One of their methods is brand.“To firms, brands represent enormously valuable pieces of legal property, capable of  influencing consumer behavior, being bought and sold, and providing the security of sustained future earnings.”(as cited in Keller,2013,p.35). However, when more and more domestic inpiduals and organizations realized the importance of  brand that related to various products and services, foreign business men has already begun to use multi-brand strategy to “invade” the market of China.

1.2 The significance of knowing the multi-brand strategy

Nowadays , more and more products and services are offered to consumers to choose, domestic firms often lower the price to attract more consumers to win the war. “In fact,every price war caused the industry reshuffle.”(Ding,2008,p10). So, lots of companies become the sacrifices of this war.However, in  China’s most complicated market environment, various products of P&G have infiltrated in every corner of  Chinese people’s life which enables  P&G to be  one of  the several winners.Because the P& G company is the first one to step into the area of multi-brand strategy in the world and it is one of the most successful companies which are capable of putting  multi-brand strategy into effect.Giving that consumers are inclined to buy things that are branded, so brand has become the significant element of the firm’s overall product. In order to share “the big cake”,domestic companies have to make right choices about brand strategies just like P&G company .

1.3 The goal

In order to help domestic companies know more about the importance of brand management and  use it in a more flexible way and build a strong brand image to increase the competitiveness, the paper will analysis the P&G’s multi-brand strategy in shampoo industry based on campus market of Normal University  to figure out the advantages and disadvantages of it and what kinds of  companies are suitable for this strategy and how P&G successfully uses it.

Chapter Two Literature Review

2.1Brand

2.1.1What is brand

To understand multi-brand, we should know what is brand first. The definition of Wikipedia is that“A brand is a name,term,design,symbol,or other feature that distinguishes one seller’s product from those of others.”

2.1.2 What is brand decision

To understand the definition of multi-brand, we need to understand the classification and identification of brand decision. “Brand decision includes brands of decision-making, brand-sponsor decision,brand name decision and brand strategy decision.”(Zou,2009,p5 ).What’s more, multi-brand strategy is a part of brand strategy decision.