From the moment he jumped into the global daily chemical giant, P&G became the unforgettable pain of Unilever.
Over the years, in the shampoo battle between P&G and Unilever, P&G is in an advantageous position, both in terms of brand influence and market share. Especially in the "cake biggest" shampoo dandruff market, Unilever does not have a strong brand enough to compete with P&G's Head & Shoulders.
The apparently asymmetrical situation stimulated the ambition of the giants to be suppressed for a long time. After the squad, in 2007, Unilever had to adjust its tactics and began to launch its professional anti-dandruff brand of “10 years of grinding a sword†– Qing Yang. It is necessary to explain that this brand, which is the first in the Chinese market, has been sold in Southeast Asia for nearly 10 years. From the beginning, Qingyang has carried the high hopes of Unilever in the market.
Mountain rain
In order to win this shameful "war", Unilever has been prepared for too long.
From 2003 to 2006, Unilever secretly organized more than 200 market surveys. The preliminary research is usually the necessary homework before the big international brands go public. They often determine the positioning of the brand through the research results. However, the results of the investigation led them to discover a hidden "secret" - the highest frequency of shampoo purchases is actually young people, not adults or middle-aged people.
This is exactly the opposite of the idea that Head & Shoulders has always advocated. Previously, the research conclusion of Head & Shoulders was: “The users who have the demand for dandruff are mostly adults. Usually, the production of dandruff affects their professional and personal image, which leads to the purchase demand.†Based on this, Head & Shoulders is positioned as an adult consumer from the market. . After entering China in 1988, Head & Shoulds's advertisements began to tirelessly preach, "the dandruff went without a trace, the hair is more outstanding", suggesting that consumers can be better and more successful.
However, Shiyi’s time shift, the reality is subtle. Consumer groups have expanded and consumer attitudes have changed. Today, children are using adult shampoos for daily hair cleansing after the age of 12, and dandruff as the most extensive functional appeal of shampoos is no longer an adult patent.
——With such a “breakthrough pointâ€, Qing Yang made up his mind to take the slant. They are determined to shape the product into a image of “Young people prefer more personality and more assertionâ€, while emphasizing the professionalism of the brand, “fashionable and professional ".
This image is separated from the positioning of Head & Shoulders, and at the same time it is tit for tat. As a new product, what is needed is this effect.
Around the "fashionable and professional" product positioning, Unilever began to label the Qingyang with various labels. In order to avoid the entanglement with the functional appeal of Head & Shoulders, Qing Yang boldly introduces the concept of male shampoo, and tells the scientific shampoo and the concept of men and women differently; in terms of price, the unit price of Head & Shoulders is 2~3 yuan, which makes the brand quickly In the product image, Ching Yang is based on the cool black, and the black is packaged as “the standard of rejecting white dandruffâ€, which impacts the traditional aesthetics of consumers; the brand spokesperson, they are looking for Come to Taiwan's super popular host S, Xiao S's words are sharp, individuality, fashion and courage, just coincide with Qingyang's personality characteristics.
At the beginning of 2007, the air was filled with smoke that was bursting out, nervous and suffocating. However, in the face of the war, Head & Shoulders, who is watching the changes in the situation, seems to be expressionless, and the opinions of P&G-related people are also clear and clear: "The biggest market weapon of the new brand is new, and the new represents fresh, novel, and individual; but we It is irreplaceable to think that Head & Shoulders has accumulated 20 years of experience, cultivated user loyalty and strong brand trust..."
Disdain? Don't smell? Don't be afraid? In the face of an inevitable matchup, Lihua divided the promotion team into two factions. The former group planned to complete the fresh and refreshing advertising promotion program endorsed by the small S, while the other party specially produced Smoke bomb advertising. Then two weeks, the product appeal and delivery concept came to a 180-degree turn, "sounding east hit the West", so that the opponent could not catch up...
At this time, Haifeisi was just stunned by this move, and it was too late to react.
Taking advantage of the gap between Head & Shoulders "shock", at the end of April 2007, the concept of male shampoo was introduced. In the commercials, Qingyang uses the French technical center as the background and the theme of “Men's scalp is differentâ€. It officially breaks down a “go male dandruff†market, and Qingyang “men's series†is listed on the market.
In the face of the Qingyang chain-type attack, Head & Shoulders, who was deceived, could no longer sit still. Soon, Head & Shoulders adjusted its advertising countermeasures and played a “trust card†– “effectively swarf from the first time.†The new appeal not only responded positively to the publicity of “the male scalp is differentâ€, but also used a big exclamation point in the end of the advertisement. “Whose shampoo can do it? Of course, Haifeisi!†aims to strengthen consumers. confidence.
In June, Head & Shoulders invited Liang Chaowei to shoot new commercials to make up for the disadvantages of celebrity endorsements and the “male shampoo†market. Regardless of the image or grade, Liang Chaowei has great market appeal, and its mature, gentle, deep eyes and elegant temperament can better reflect the true man's demeanor.
What P&G did not expect was that it was holding on to the competitors on the stage, and a report that looked like some "smoke bomb" type "put a shot" behind it.
On June 3, 2007, the China Health Care Association released the “Report on the Health Status of Chinese Residents' Scalpâ€. The report pointed out that in the past 20 years, the proportion of Chinese consumers suffering from dandruff has increased from 70% to 83%.
The report is only a general discussion of the scalp health problems of Chinese consumers, but this data is widely cited in the public relations media release. Understand that people can see at a glance that Ching Yang is using this to provoke a more brutal "public relations war." Although Qing Yang did not say anything, in the past 20 years, the fact that “the people who suffer from dandruff have risen steadilyâ€, as the most important dandruff brand in China, Haifeisi can’t escape.
On the fifth day of the report, Qing Yang immediately instigated a product experience event with the theme of “10 million people challenge, dandruff no longer comesâ€. The event is nationwide and offers free trial and dandruff testing for over 2,000 end consumers. Imagine that a brand suddenly fell into a huge whirlpool of distrust, another brand just came out to provide you with new products, and like an expert to remind you how to dandruff, how to care, whether consumers are not Accept the truth?!
For 20 years, Head & Shoulders had to face the subversive storm for the first time. After an intense investigation and analysis, they determined that the “report†was largely manipulated and deliberate for a long time. There are good reasons to believe that "even the data from the mouth of the experts is out of context and partial." Then, Head & Shoulds began to mobilize his media tools to counterattack.
On June 12th, some "wind direction changes" posts appeared on major forums. “Is Qing Yang really sold in 34 countries around the world?†“Why is there only 100 million people using Qingyang products?†It is also questioned whether the Qingyang products are really effective, whether the French technology center exists or not. Unbearable.
On the occasion of the public opinion, on June 22, 2007, Head & Shoulders stood up as an anti-dandruff expert, and together with the China Dermatologist Association and the China Health Education Association, held the first national head skin health summit and advanced research on anti-dandruff technology in Guilin. meeting. At the meeting, various health experts used the slides and subtitles to discuss the dandruff problem of the Chinese people. The discerning media representatives were also invited to the forum. They were told that they could ask questions on any doubt.
A overturning public relations crisis has finally been resolved by Head & Shoulders, and it has been neat and abrupt. Qing Yang is obviously unwilling to let the advantages he has built up fleeting. More than 10 days later, on July 4, 2007, they also invited the International Beauty and Dermatology Society to hold the 2007 International Symposium on Anti-dandruff and Scalp Health. Although the latest clinical trial report was released at the meeting, it was clearly stated that all Chinese consumers who received clinical trials continued to use Qingyang for four weeks and dandruff no longer appeared. However, the two forums came one after the other, and eventually failed to make a big wave in the industry.
A public relations war has gradually succumbed to the words of the two sides.
What the two powers did not expect was that they had a good interpretation of the excellent public relations war, and the biggest losers were the small shampoo enterprises in the country who watched the fire. In the midst of disturbances, they have no price advantage or no capital advantage, and they are suffering in a high-pressure posture.
A local-oriented boss who was frightened and frightened frankly said frankly, "The outstanding ability of the two strong players cannot but say that we have a vivid and vivid lesson."
Terminal defense
The significance of this challenger's confrontation with the defenders is that it allows us to see the systematic nature of the giants' doctrines of doing things. Local Japanese companies are either gorgeous in advertising or occasionally on the terminal. However, most of the time, they are judged to be good at some aspect, and there is a lack of systematic planning and continuity for the layout of the opening and the finalization of the final article – and this is also considered to hinder the progress of localization. The biggest problem.
Unilever's planners designed such a serial and meticulous system for Ching Yang: first use the false and honest advertisements to win the first, then use the authoritative public relations release to shake the other's military heart, and finally fight the terminal, through the purchase, promotion, etc. Ways to market the product and defeat the opponent in one fell swoop!
In terms of product strategy, Ching Yang uses the "interest alliance" plus "comprehensive attack" approach, which includes three aspects: In the product, Ching Yang launched the black box 400ml Qing Yang men series + 200ml universal series combination, " In addition, more than 300 stores in the core cities of the country have established an anti-dandruff experience zone, supplemented by free stacking heads, large-scale display of terminals, and on-site anti-dandruff detection for consumers; in addition, for special stores such as Watsons, Qingyang also launched a 20,000-yuan experiential product; it also carried out environmental protection actions for core hypermarkets such as Wal-Mart to encourage trade-in. And this "old" is obviously aimed at Head & Shoulders.
In order to fully and thoroughly implement the grand terminal plan, Unilever's decision-makers, who have always been known for their elegance and gentleness, also think of the most "Chinese-style" tricks - the human tactics: starting from January, Qing Yang is in the country. Large-scale recruitment of promoters, one stroke is thousands, each promoter's salary is 2 times higher than other brands.
However, it is P&G's strength that the Qingyang provoked terminal "to attack". For many years, P&G has been fighting against countless opponents in the terminal, psychological and experience. This round, in the face of Qingyang's influx of intrusions, they made a leisurely leisure in the chest, and did not see any panic.
P&G began to regain its hand and took the lead in launching a “price warâ€: the market price of the original 400ml Head & Shoulders shampoo was adjusted from 34.90 yuan to 30.50 yuan. Secondly, it was cured by the “bundling method†of Qingyang. 400ml shampoo to send 200ml Head & Shoulders shampoo. Procter & Gamble also actively expanded the natural display and paid display positions of key retail terminals, threatening to "do everything that Qingyang does, and P&G can double it."
The strength of the opponent's rebound is very unexpected. This "tit-for-tat" has pushed itself to an embarrassing point - P&G can fight price wars, but for the new products that have just been listed, the price war is undoubtedly a self-destructive image, which is not worth the candle. They believe that the only way is to play a "value war", so that consumers can get more benefits and products with the same money.
Then, Ching Yang will use Unilever's Byss brand as a promotional gift. Buy 400ml of Qingyang shampoo and send 85g Pond's men's volcanic mine wash mud pack. Then, buy 750ml Qingyang shampoo. 400ml Lux shower gel gift packaging...
In the face of the Qingyang, which has been fully angered, the protagonist of the Japanese government, P&G, has always been reluctant to accompany a new "little brother" to fight "consumptive warfare." The new product is to eat rice in other people's rice bowls. It is an old brand that has been deeply cultivated for many years. It needs to take into account the long-term profitability of continuous stability.
P&G decided to change the style of play. Three months after the terminal "fight on the battle", in August 2007, the upgraded version of Head & Shoulders was officially launched, and the newly-packed Head & Shoulders series products began to be put on the terminal. The upgraded version of Head & Shoulders has a crescent-shaped streamline design and a new series of boxed packaging products that give people a feeling of “newness†in packaging and design.
As soon as the flying moon crescent knife set of Head & Shoulders is on the market, the market is in turmoil and the sales volume has increased significantly.
In the face of Head & Shoulders' "floating shot", Qing Yang seems to be uncomfortable, and the subsequent strategy undoubtedly shows the innocence and inexperience of a novice. There was not much time to calmly think about it. In a hurry, Unilever used the usual "value war" thinking to bring its Lux and Xia Shilian into this melee: Lux launched 400ml and sent 200ml. At the same time, the special package also introduced a set of box packaging for buying 400ml shampoo and 200ml shower gel; Xia Shilian has also launched a set of box packaging for purchasing 400ml shampoo and 200ml shampoo...
By October 2007, there were about 30 kinds of products that Qingyang promoted in various places in the form of buy-and-sell. In the war, a variety of promotional forms, colorful options upgrades, and a variety of renovations, people are stunned.
At the end of 2007, the planners of Qingyang made the end of the annual report with the words “smoothyâ€. As for the odds of the two sides, they did not talk about it. Coincidentally, P&G's planners also kept silent.
Generally speaking, competitors want to attack the leader and the probability of winning is only 20%. Qing Yang clearly knows how powerful Headsley is. Therefore, in a series of campaigns, he has adopted the strategy of “avoiding the real thing†and highlighting his own differentiated advantages. The old Head & Shoulders has shown a strong ability to resist. They are flexible in price strategy and product strategy. Although they do not win big, they also make Qingyang remember deeply.
Regardless of the way the war will continue in 2008, from a marketing perspective, we clearly see that in 2007, the sharp offensive of Qing Yang and the calmness of Head & Shoulders have provided us with the most research value. International giant market competition case.
Matte White Whiteboard
The Matte Whiteboard is ideally suitable for often changing writings in schools, seminar rooms, kindergartens, hospitals and many places more. The highly scratch-resistant surface avoids any shadows or ghostings. And writings can be wiped off easily.The non-reflective, matte surface of the whiteboard is perfectly designed for front projections.
- Creation of whiteboard surfaces that can be wiped off dry
- Daily changing writings in schools, nurseries, seminar rooms, children rooms
- Restoration of old whiteboards
- Thanks to its flexibility ideally suitable for slightly curved surfaces
- Surface is free of reflections
- Can also be used as projection film
- Writable with all whiteboard markers
- No shadows and ghostings after cleaning
- Cut to any shape and size
- Permanent markers can be easily removed with alcohol without damaging the surface
Matte White Whiteboard
Matte White Whiteboard, Matte Whiteboard, Anti-reflective Whiteboard, Anti-glare Whiteboard
Guangzhou New Magnetics Technology Co.,Ltd , https://www.softwhiteboard.com