Let’s talk about two aspects

First, Clairol’s BICC strategy

1. What does Clairol sell?

● In terms of product benefits

Refreshing and natural fragrance is the main selling point of Clairol. This is obviously different from the anti-dandruff and hair care products advertised by most shampoo brands. According to the survey, consumers value the fragrance and anti-itch of shampoo second only to its anti-dandruff and hair care functions. At present, most brands are focusing on anti-dandruff and hair care functions, but it seems that only Ikaru is focusing on fragrance and anti-itching. This means that most brands are competing for a piece of cake, but Ikalu is enjoying a smaller cake alone. Although the cake is smaller, she definitely eats no less than most brands, and she eats it contentedly, without having to Fighting for food to the death.

Although the natural fragrance and refreshing fragrance are attributes and functional characteristics of the product, they are different from other shampoos in terms of anti-dandruff and moisturizing functions. That is, the natural fragrance and refreshing fragrance are mainly reflected in the effect on the user's spirit. In terms of value, dandruff removal and moisturizing are mainly reflected in the physiological and material levels.

Girls stealing other people’s Clairol shampoo shows that Clairol shampoo can make hair more beautiful compared with other shampoos. Otherwise, why would they steal it? What about Ikaru? Making hair more beautiful is a reflection of product value.

● In terms of spiritual benefits

Selling identity. Girls want to steal other people's Clairol to use, which means that the price of Clairol is higher and they cannot afford it. This shows that this brand product serves people with a certain financial ability, and people with higher incomes generally have a higher status in society. Therefore this can be seen as appealing to the target customer for the user's identity.

Sell status. The image of the old woman in the advertisement and her expressions towards the girls show that she has a higher social status, which means that consuming Clairol can be recognized and accepted by older people with higher social status.

Selling the mood of life. "Herbal essence" brings consumers a unique fresh and natural life style.

Generally speaking, shampoo brands directly express the value appeal of the user's appearance and mental state changes brought about by the use of the brand's products. The most common ones are nothing more than enhanced attraction to the opposite sex, improved interpersonal relationships, and more self-confidence, which have very strong sexual images. With dozens of brands crowded together, you can imagine the tragedy that will happen. Know. Brand images that appeal to identity and status like Clairol are still very rare.

2. Who is Clairol sold to?

The girls and old women we see in advertisements are actually not the target customers that Ikaru seeks to appeal to. Rather, he is a foil to Clairol's real target customers. Because, first of all, girls cannot afford it, and then look at the old woman. Her role in the advertisement is the owner of Clairol, but in real life, will an old Chinese woman of this age buy Clairol? How big is their spending power? Obviously, old women are not Clairol’s target customers. So who are Clairol’s target customers?

● Analyzed from the perspective of product benefits

Analyzed from the perspective of product benefits "cool", she does not have a clear target, because this benefit is suitable for all consumers.

From the perspective of product benefit "natural fragrance", it focuses more on people with middle-class income and above. Because, in terms of fragrance preference, low-income people with lower style prefer the strong scent of fragrances (most shampoos currently fall into this category), while high-income people with higher style prefer the freshness of nature. fragrance.

● Analysis from the perspective of spiritual benefits

The image that expresses identity is suitable for consumers who pay attention to status. So, is Clairol suitable for all consumers who pay attention to status? The answer is no. Because there are high and low status. People with different identities will choose different reference groups when displaying their identities. People with different identities need to be recognized by people with whom they identify. Generally speaking, when a person needs to be recognized by others, he will choose two types of people, one is a person with a lower status than him, and the other is a person with a higher status than him. Choose a person with a lower status than him. The purpose of choosing a person of a higher level is to achieve the purpose of showing superiority and showing off, while choosing a person of a higher level than him is to gain recognition from the people of this level.

From this perspective, Clairol’s target consumers should be middle-class female consumers.

The arrogant attitude shown in the old woman's expression and tone was clearly authoritative. This is a typical expression of status. What kind of people have this characteristic, the middle class is typical. Because the poor do not have the capital to be arrogant, and the rich have already been recognized by society, there is no need to seek status recognition.

It stands to reason that the unique fresh and natural life style that Clairol's "herbal essence" concept brings to consumers is the easiest to achieve in terms of promotion technology. It is also the most closely related to the product, but it doesn’t seem to be highlighted in Ikaru’s advertisements. Is this why? I think this is because paying attention to the mood of life belongs to a higher level of people's spiritual needs. Only when there is sufficient time and money capital, this demand will be stimulated to a certain extent and effectively affect consumer behavior. At present, the consumer market with such conditions is still small, so if this life sentiment is used as a brand image, the "cake" is undoubtedly too small. However, as time goes by and people's living standards improve, the market demand for this kind of life style will become larger and larger. Therefore, I estimate that the life style brought by the "herbal essence" advocated by Clairol Appeal will also occupy an increasingly important position in the composition of brand image.

3. Clairol BICC Analysis

● Brand Type Analysis

From the perspective of the overall market, the current level of customer familiarity with the product and customer confidence index and market concentration should exceed 75 (accurate values ??need to be obtained through surveys), that is to say, for most consumers, among the five brand types of BICC, spirituality and value Brand image accounts for about half and half, which has the greatest impact on the purchasing behavior of most consumers. Many shampoo brands on the market are still stuck in the stage of appeal for functionality and value. It seems that if they do not transform into a spiritual brand image as soon as possible, no amount of advertising will be of much help in increasing their market share. There is a big problem It won’t be too long before some brands disappear from the market.

In the calculation of BICC value, three basic prerequisites must be clarified for different brands, namely: 1. Target market area; 2. Target customer experience; 3. Target customer characteristics; 4. Affiliation Brand group type. Through the above analysis, we already know that Clairol’s target customers are the middle class. Such customers are currently mainly concentrated in first- and second-tier cities in China. Their purchasing and usage experience is richer than that of ordinary consumers, so their product familiarity and confidence index are higher than those of ordinary consumers. In terms of brand concentration, we should calculate it within the range of brand categories purchased by most middle-class people. Since their brand loyalty is high, the market concentration is naturally higher than the brand concentration of the overall market.

Judging from Clairol’s advertising appeal, its spiritual brand image is very obvious, which means that Clairol’s brand strategy is relatively advanced for the overall market, and it is still It is difficult to have a very large market influence, but for its target middle class customers, it just stimulates their potential consumption motivation. As national living standards and industry brand concentration further improve, consumers' concept of spiritual consumption will continue to increase, which means that Clairol's market prospects are very broad. This shows that Clairol is likely to be a forward-looking strategic brand of P&G.

● Image combination analysis

According to the BICC combination rules, the proportion of the combination of spiritual brands in the five image types from large to small should be spirituality, value, technology, Industrial, illustrative image. Among Clairol's advertising appeals, the most obvious one is the spiritual image that reflects identity and status, followed by the value image of girls stealing other people's Clairol and shaking their hair to make their hair more beautiful. In terms of technical and industrial image, there is no appeal in the advertisement. This is because: 1. Since its parent brand P&G is almost universally known for its strength in this area, consumers can be convinced as long as the P&G logo is marked on the back of the package. ; 2. The scale of advertising and brand awareness are also manifestations of a strong image.

As for the illustrative image, that is, the function, principle and other information of the product, since it only accounts for less than 20% of the BICC combination ratio, it is enough to appropriately disseminate it in other print media and terminal packaging. Therefore, It is enough to mention the product and brand name in TV commercials.

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