Advertising Effects of Multi-Brands Strategy: Case Study of Unilever Shampoo Relaunch

Chih-Wen Huang,* Ai-Ping Tai** & Yu-Gan Hu***

Abstract In the previous decade of over supply of products, consumers encounter so many brands that they always switch brands for some incentives. Manufacturers adopt a multi-brands strategy to attract consumers and to expand the whole market share for the same category of products. This study looks at the case of Unilevers Lux brand and Organics brand shampoos with data obtained from a stratified random proportional allocation sampling from the students in the Department of Business Administration, Tamkang University. Several statistical methods were used to dissert the datum, such as validity analysis, reliability analysis, one sample t-test, frequency distribution, factor analysis, cluster analysis, analysis of variance (one-way), discriminate analysis and chi-square test. The findings of this research are as follows: 1. Lux brand: advertising cognition group is obviously related with gender and native origin; advertising attitude group is obviously related with age; brand attitude group is obviously related with native origin. 2. Organics brand: brand cognition group is obviously related with gender. Key Words: advertising effects, multi-brands, relaunch, shampoo, Uniliver

*Chih-Wen Huang, Associate Professor, Department of International Trade, Tamkang University **Ai-Ping Tai, Lecturer, Department of International Trade, Ta Hwa Institute of Technology ***Yu-Gan Hu, M.B.A., Graduate Institute of Management Sciences, Tamkang University