Product Positioning Research of P & G Camay

Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 154)


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.


Skin Care Brand Awareness Brand Extension Emotional Appeal Skin Care Product 
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Copyright information

© Springer-Verlag London Limited 2012

Authors and Affiliations

  1. 1.School of Economics and ManagementXi’an Technological UniversityXi’anChina

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