Abstract
This paper takes Camay's product strategy as the study target. An analysis has been made in depth on the current market environment for domestic shower cream in order to determine Camay’s brand influence in the market and among consumers. SWOT analysis method is used to analyze the product of Camay to learn about strengths and weaknesses of the product, as well as external opportunities and threats for the product; this paper analyzes and identifies the problems in the current product strategy of the brand in combination with the strategic status of Camay product from product positioning, brand communication, advertising appeals, and several other areas; then appropriate countermeasures are developed against the problems of Camay.
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© 2012 Springer-Verlag London Limited
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Ming, L., Ke, T. (2012). Product Positioning Research of P & G Camay. In: Zhu, R., Ma, Y. (eds) Information Engineering and Applications. Lecture Notes in Electrical Engineering, vol 154. Springer, London. https://doi.org/10.1007/978-1-4471-2386-6_9
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DOI: https://doi.org/10.1007/978-1-4471-2386-6_9
Publisher Name: Springer, London
Print ISBN: 978-1-4471-2385-9
Online ISBN: 978-1-4471-2386-6
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