The first is Claire's BICC strategy.

1. What does clairol sell?

● In terms of product benefits.

The cool and natural fragrance is the main selling point of clairol. This is obviously different from the dandruff and hair care promoted by most shampoo brands. According to the survey, consumers pay more attention to the fragrance and itching of shampoo than dandruff and hair care. At present, most brands make a fuss about dandruff removal and hair care, but Icarus seems to be the only brand that makes a fuss about fragrance and itching. This means that most brands are competing for a piece of cake, while Icarus is enjoying a smaller cake. Although the cake is a little small, she eats no less than most brands, and she is satisfied with eating it.

Although Hershey's natural fragrance is the product's attribute and functional characteristics, it is different from other shampoos in terms of dandruff removal and moisturizing, that is, Hershey's natural fragrance is mainly reflected in the spiritual value to users, while dandruff removal and moisturizing are mainly reflected in physiological and material aspects.

Girls stealing someone else's clairol shampoo shows that clairol shampoo can make hair more beautiful than other shampoos. Otherwise, why would they steal Icarus? Making hair more beautiful is the embodiment of product value.

● Spiritual interests.

Sell one's identity Girls want to steal someone else's Icarus, which means the price is higher in clairol and they can't afford it. This shows that this brand product serves people with certain economic ability, while people with higher incomes generally have higher social status. Therefore, this can be regarded as an appeal to the user identity of the target customer.

Sale status. The image of the old woman in the advertisement and her expression to the girls all show that she has a high social status, that is to say, the consumption of clairol can be recognized and accepted by the elderly with higher social status.

The mood of selling life. "Herbal essence" brings consumers a unique fresh and natural living atmosphere.

Generally, shampoo brands directly express the value appeal of appearance and the change of mental state brought by appearance after users use brand products. The most common images are images with strong * * * colors, such as enhanced attraction to the opposite sex, improved interpersonal relationships and more self-confidence. Dozens of brands are crowded together, and the tragedy that will happen can be imagined. Clairol's brand image of pursuing identity and status is still rare.

Second, who is Claire to?

The girls and old women we saw in the advertisement were not the target customers Icarus wanted to attract. But to set off clairol's real target customers. Because, first, girls can't afford it, and then look at the old woman. Her role in the advertisement is the owner of Icarus Road, but in real life, will an old China woman of this age buy clairol? How big is their spending power? Obviously, the old lady is not clairol's target customer. So who is clairol's target customer?

● From the product benefit analysis.

From the benefit analysis of the product "Shuang", she has no clear target, because this benefit is suitable for all consumers.

Judging from the "natural fragrance" of product benefits, it focuses more on middle-income and above people. Because, in terms of fragrance preference, low-income people with lower style prefer the rich fragrance (most shampoos belong to this category at present), and high-income people with higher style prefer the fresh fragrance of nature.

● From the analysis of spiritual interests.

Identity image is suitable for identity-oriented consumers, so is clairol really suitable for all identity-oriented consumers? The answer is no. Because there are high and low identities. People with different identities will choose different reference groups when showing their identities, and people with different identities need to be recognized by recognized people. Generally speaking, when a person needs to be recognized by others, he will choose two kinds of people, one is lower than his position and the other is higher than his position. Choosing people who are lower than their own status is to show their superiority and show off, while choosing people who are higher than their own status is to gain the recognition of people at this level. From this perspective, clairol's target consumers should be middle-class female consumers.

The arrogant attitude of the old woman's expression and tone is obviously powerful. This is a typical embodiment of status. All kinds of people have this characteristic, and the middle class is typical. Because the poor have no arrogant capital, and the rich have been recognized by society, there is no need to seek status recognition.

It stands to reason that clairol's concept of "herbal essence" brings consumers a unique fresh and natural living atmosphere, which is the easiest to popularize technically. It is also the most related to the product, but it doesn't seem to stand out in Icarus' advertisement. Why? In my opinion, this is because paying attention to the artistic conception of life belongs to people's higher spiritual needs. Only when there is enough time and monetary capital can this demand be stimulated to a certain extent and effectively affect consumption behavior. At present, the consumer market with this condition is still very small. If this life sentiment is taken as the brand image, the "cake" is undoubtedly a bit too small. However, with the passage of time and the improvement of people's living standards, the market demand for this kind of emotional appeal will increase, so I estimate that the emotional appeal brought by the "herbal essence" advocated by clairol will also occupy an increasingly important position in the composition of brand image.

Third, the analysis of BICC

● Brand type analysis

From the overall market point of view, at present, the average value of customers' familiarity with products, customer confidence index and market concentration should exceed 75 (the accurate value needs to be obtained through investigation), that is to say, for most consumers, among the five brand types of BICC, spiritual brand image and value brand image account for about half respectively, which have the greatest influence on most consumers' buying behavior. At present, many shampoo brands on the market are still in the stage of function and value appeal. It seems that if they don't change to the image of spiritual brands as soon as possible, no amount of advertisements will help to improve their market share, and the days when a large number of brands disappear from the market will not be too long.

When calculating BICC value, we must define three basic preconditions for different brands, namely: 1, target market area; 2. Target customer experience; 3. Characteristics of target customers; 4. Brand group type. From the above analysis, we already know that clairol's target customers are the middle class. At present, such customers are mainly concentrated in first-and second-tier cities in China. They are more experienced in purchasing and using than ordinary consumers, so they are higher in product familiarity and confidence index than ordinary consumers. In terms of brand concentration, it should be counted in the range of brand groups purchased by most middle class. Because of their high brand loyalty, the market concentration is naturally higher than the brand concentration of the overall market.

Judging from clairol's advertising appeal, the nature of its spiritual brand image is very obvious, which means that clairol's brand strategy is more advanced for the whole market, and it is difficult to produce great market influence, but for its target customers-the middle class, it only stimulates their potential consumption motives. With the further improvement of people's living standards and the concentration of industrial brands, consumers' spiritual consumption concept will continue to increase, which means clairol has a very broad market prospect. Thus, clairol is probably a forward-looking strategic brand of Procter & Gamble.

● Image combination analysis

According to BICC's law of combination, the combination proportion of spiritual brands among the five image types is spiritual, value, technical, industrial and descriptive. In clairol's advertising appeal, the most obvious is the spiritual image that embodies identity and status, followed by the value image that girls steal clairol from others, and shaking their hair can make it more beautiful. From the technical and industrial image, advertisements are unattractive because: 1, because of its parent brand P &；; G's strength in this respect is almost well known, as long as P &；; G's logo can also convince consumers; 2. The scale and brand awareness of advertising is also a reflection of strength and image. As for the descriptive image, that is, the function and principle of the product, because it only accounts for less than 20% of the BICC portfolio, it is enough to spread it on other print media and terminal packaging, so it is enough to mention the product and trademark names in TV advertisements.

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