What enlightenment does the cleaning company have for Runyan's market research before listing?

Case Analysis of Procter & Gamble Market Research Failure Runyan is the only original shampoo brand of Procter & Gamble aimed at China market.

It is also the only series of products that P&G uses native plant resources in China. Runyizeng

After being placed high hopes by Procter & Gamble, countless people in the industry and outside the industry praised its advertising and image.

Not full of words; However, in 2002, Runyan stopped production and withdrew from the market.

Will it? Two or three years before and after Runyan went public, the competition in the domestic shampoo market was extremely fierce.

Intense. In order to take good care of the new growth point, Procter & Gamble began to be in the market.

Look for opportunities and make market adjustments. It is the interviewee who really enhances the confidence of the investigators.

Casual words-I always wish I had "black hair and water"

Wang Wang's big eyes

Isn't this a model of traditional oriental beauty? At this moment,

The company's "make hair darker and brighter, release inner beauty" moistens the face.

Hair water was born.

The following is the market research work done by P&G before Runyan went public.

The following is the market research work done by P&G before Runyan went public. 1, Ascaris adjustment

Close observation at zero distance

A dozen people, including Huang Changqing, then the brand manager of Runyan, went to Beijing alone.

Dalian, Hangzhou, Shanghai, Guangzhou and other places to choose qualified target consumers, they

Cohabitation for 48 hours, "Ascaris" survey. Respondents who sleep in pajamas in the morning

I went to the bathroom dimly, began to wash my face and comb my hair, and washed my hair and removed makeup at night. Ladies are born.

Life, diet, make-up, washing and hair care habits are all in sight. Huang Changqing will even be careful.

Mo's Personality and Inner World

The survey results show that the use of special conditioner can reduce the hair fracture index, while

Most domestic consumers have not realized the necessity of special moisturizing steps. Procter & gamble launched

On the one hand, Runyan uses the concept of black hair to build her new brand, on the other hand, she puts

The concept of runfa has spread rapidly. Step 2 Use the test

Make improvements according to the opinions of consumers.

According to the general demand of consumers, P&G's Japan Technology Center

Immediately, two kinds of "moisturizing" hair were developed, namely, rinsing type and no-wash type.

Products. After the product was developed, it was not immediately put on the market, but followed.

Continue to invite consumers to do use tests, and according to the requirements of consumers,

Then make product improvement.

The "Runyan", which was finally introduced to the market, added a unique water embellishment.

Herbal essence, especially suitable for oriental hair and hair color.

Yaorunfa road