The Research On Positioning Of Hair Care Product Brands Of U Company

With China's rapid economic growth and expanding consumer goods market, hair care products market in China and abroad was soared。Meanwhile the requirements on high quality life were gradually increased, and mature consumer habits were formed, all these drivers lead to fierce competition in hair care products industry. Faced with the saturated market and intensified competition, a growing number of companies realize that market competition will ultimately be brand competition, brand competition is the main content for how to win the majority of consumers.As the second-largest supplier of hair care products category, Unilever has heavy pressure from the market leader-P&G and other manufactures which bring Unilever the risk of losing original market share. How to defend the original market and further attract more consumers are the most important development strategies. The huge consumer goods market has already been fairly matured, it has significant meaning for Unilever on brand positioning, that's to say, how to reasonable segment market and brand preference by different consumer groups.In this paper, I designed scientific questionnaire to gain first-hand consumer data, combined Cluster Analysis Model and Perceptual Map of Marketing Engineering to segment hair care market, then to assess the characteristics of each segment and analyze the actual brands positioning of Unilever. This paper is divided into three parts, the first part is introduced research background; the second part mainly study different consumer purchasing habits, lifestyle and the characteristics of the consumers themselves, and, accordingly cluster these consumers into three segments. The third part is focus on analysis about customer perceptual and preference on the seven attributes of eleven brands, then use the scores on preference to draw Perceptual-Preference Map according to these three targeted markets.