Old Spice’s product positioning strategy has changed significantly in the last two decades, especially in the last three to five years. Old spice offers antiperspirants, deodorants, body spray, body washes and shampoos. Their advertising campaigns have gained them tremendous market share and even grew the market itself. It is reported that they have 37.8% of the men’s deodorant market and 6.6% of the men’s fragrance market. Old Spice has also been advertising their body sprays to compete with Axe since Axe currently holds more than 20% of the market space. Proctor and Gamble has been expanding its markets to Brazil, Russia, India and China. Expanding into these countries has increased their purchasing power and raised the demand for their products and fragrances. Once Proctor and Gamble expands into even more countries, their market share will continue to grow significantly. Outline of Consumer Behavior and Perceptions Our survey of customers revealed two main groups of consumers. The first group purchases mainly luxury brands of deodorant because it fulfills their psychological need for a luxury product. The second group purchases mainly mass-market deodorants. Since deodorant is such a minor purchase, most …show more content…
Therefore, the target market for Eventus will be upper-middle class men with ages ranging between thirty-five and seventy. This demographic can most easily afford to pay higher prices for a high-end, mass-market deodorant. Men in this demographic can afford higher-end items, but they cannot buy true luxury brands on a whim, as that would be slightly too expensive. These men want to feel like they are buying a high-end product, but they do not want to pay the price of a true luxury brand. Eventus will fill their psychological need for a high-end product, and it will be priced low enough for men in this demographic to afford
Though Old Spice targets and appeals to females, they do sell men’s hygiene products, thus, also attracting males and running an ad campaign that males can enjoy. The constant lack of shirts is just enough sexual appeal to catch the audiences’ attention, without driving them away. The caricature of the perfect man, easily enacting a variety of roles, is entertaining for females and males. Additionally, the commercial uses quick transitions and repetition to keep the audiences’ attention and to reinforce the association of Old Spice with the ideal man. Old Spice sells their image as representing the perfect man, and hey if you can’t be him, well you can at least smell like him.
People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive. People require brands to experience the feeling of being special. People spend their money to have something from famous brands, like a bag from Coach or Louis Vuitton which they think they need, yet all that is just people’s wants. Steve McKevitt claims that people give more thought on features or brands when they need to buy a product, “It might even be the case that you do need a phone to carry out your work and a car to get around in, but what brand it is and, to a large extent, what features it has are really just want” (McKevitt, 145), which that means people care about brands more than their needs. Having shoes from Louis Vuitton or shoes that cost $30 it is designed for the same use.
Old Spice has it figured out when it comes to matters of attracting men toward their products. They know how to capture a man’s attention and convince him that Old Spice is the way to go. Proof of this is their ad portraying Harris as a Doctor who recommends the pro-strength antiperspirant, which is prescription strength without the actual prescription. Having Harris on the ad is a good assurance that many males are going to stop to see what this ad is about. Making the ad more appealing is its use of humor, including the lines Harris uses to ad credibility to himself as a Doctor, although he obviously is not a real one. With offering this much needed product and using humor to promote it, Old Spice is right on track to persuade the male audience to but their products.
In the Old Spice ad, a young woman is depicted holding, licking, and enjoying a vanilla ice cream cone outdoors on a sunny day. She gives off a confident vibe and has short, blond hair in her bright-hued pink shirt. The text is telling readers to "keep it clean" using their hygiene products. However, this ad hardly even makes an argument to support the product: it states "This is simply a picture of a woman eating a vanilla ice cream cone. Sure, she's attractive, sultry, even, but she is only eating it because it tastes good and it is hot where she happens to be." The subtextual message of this ad could be implying that using Old Spice will attract appealing women like the one displayed and can make you feel confident in all that you do all
The five senses are hearing, touching, seeing, smelling, and tasting. These five senses trigger memories of feelings and emotions. Recently, I have discovered the wonderful products of Scentsy, where I find myself in bliss when I imagine my favorite products and scents. Scentsy has been around for nearly ten years and was created by the Thompson Family. Their mission was to bring value to others by owning a family-friendly business. The products that Scentsy sells are very artistic, beautiful, creative, and are of high-quality products that, “Warm the Heart, Enliven the Senses, and Inspire the Soul.” With that said, their products stimulate the use of all five senses.
Old Spice has been a household name the 1930’s. However, it has only been recently that the company has taken the advertising, body wash and deodorant world by storm. It was only a few short years ago when one would mention the brand Old Spice and you would think of your grandfather and how he would receive yet another tan bottle of their cologne. If he was lucky enough he could get the matching soap-on-a-rope. That all changed in 2008 when the advertising company Wieden + Kennedy started a new ad campaign for Old Spice (O'Neill, 2010).
Cultures are becoming obsessed with pumpkin spice flavors because it’s just a good flavor. Other reasons why people are obsessed because it’s a newer thing. I really don’t know why everybody likes it I guess just because it’s good. I mean how could you pass up a pumpkin spice latte or pumpkin spice Pringles, pumpkin spice doughnuts or anything like that. People also like pumpkin spice latte because it’s caffeine. The Pumpkin Spice Latte is a coffee drink made with a mix of traditional fall spice flavors.
Axe, has taken the youth of the nation by surprise, and more specifically the males. Axe is a brand of male grooming products that are marketed toward young males. So one would wonder what the problem with that is. Well, of course good hygiene and fresh scents are important to the youth of United State, but at what extent should one go to market that. Axe advertisements have gone so far to even promote the idea that there products help young males attract women. Axe body spray’s ad slogan “How Dirty Boys Get Clean”, truly has many people wondering what the meaning behind it is. Women in general are objectified and are at the expense of sexism in these ads. This theme was created by Bartle Bogle Hegarty, an advertisement marketer it entails: Use Axe body sprays and women will pursue you. It is clear that the average teenage male would be engulfed in this product. So, one could say that Axe has reached the goal of obtaining there public, but then one can’t help to notice that the company at the same time is sending a negative image to public that largely influences their main audience. Mothers, girlfriends, and wives are the primary shoppers of the household, therefore one cannot ignore that they are the primary public also. By analyzing three Axe deodorant television ads. I will illustrate how the setting, plot and dialogues reinforce gender stereotypes.
Given the activities of its competitors and similarities in product offering and brand identity, it may be difficult for AXE to differentiate itself and attempt to capture market share in an age group considered to be fiercely competitive. Old Spice being the brand most closely positioned to AXE poses a significant threat for AXE’s future endeavours and efforts in trying to reposition its brand and capture market share. The male age range between 20-30 has already been identified as a ‘fiercely competitive market’. Moreover, the fact that Old Spice’s past marketing efforts have been very successful (i.e. “Smell Like a Man”) could possibly make it difficult for AXE’s potential campaign to establish brand presence/awareness and for AXE to ultimately be able to differentiate itself from Old Spice. 4.
Neutrogena’s personal selling will have to be the marketing strategy that needs to be launched before the full advertisements are released in the different media. One strategy for the personal selling campaign would need to be promoted in selected cities with a large population that is located in the United Kingdom, which also can be acknowledged in other cities throughout that country. The determination for Neutrogena is to weigh in on the actual desires and necessities of the ultimate objective audience which is the middle- aged women, and emphasize its result more in the awareness of the more mature audience. “For Neutrogena, which is based in Los Angeles, the sale was also timely, as its management team is close to retirement”, Hofmeister, S., 1994. Through the personal selling products of Neutrogena, the company would be able to see the information that was gathered about the products effectiveness through the advertisements. Of course, it should be persistent for some time due to the promotion of advertisement campaign. An example for this, the salesmen would be able to follow and convey the data that has been gathered from the created format of the feedback form, the attention of awareness, their desires, summary, and etc. With this style of personal selling Neutrogena’s strategy has to formulate a plan to sell the product straight to the objective consumer and make them more conscious. That is if the marketing strategy is not yielding the anticipated outcome. “The marketing process involves the following steps: understanding consumers; creating customer values; building strong consumer relationships; creating marketing strategy; and capturing the value from consumers”, White, 2012. The way this works is the test mark...
The slogan “man your man smell like” spoke towards the audience especially towards the females. The Old Spice man’s voice was well-expressed which grabs the female audience attention. The commercial grabs their attention because Old Spice man wearing nothing but a towel; this scene generated an appeal to emotion. These commercial appeals to the logos because it makes the female audience to buy their husband or boyfriend Old Spice body wash. The commercial, makes the female audience be under the impression if she brought the body wash, she could have ...
The Old Spice Campaign that I chose is a one-sided message is the communications in which only positive attributes or benefits of a product or service are presented. The message in the ad is one-sided because it is only mentioning the positive aspects of the deodorant, it does not have any negative aspects on the ad. Old Spice advertisements always has a male presence, and it is usually a famous person. They usually have different types of male celebrities ranging from actors to athletes. Old Spice uses the humor appeal to get their message across to their target market. In their advertisements there is always something that stands out to appeal to the consumers. With this campaign it centers on the Old Spice Man answering questions from the viewers, and doing different activities, being different places and having costumes on. The ending of the commercial always has a surprise ending leaving the viewer astonished. The campaign appeals to the humor appeal because it uses humor, but not too much so that consumers can pay attention to the product that is being advertised. On the Old Spice YouTube channel for the commercial in the description box it says “We’re not saying this body wash will make your man smell like a romantic millionaire jet fighter pilot, but we are sure insinuating it”, which is appealing to humor because you know that your man is not going to smell like it, but are suggesting that they would
Advertisement is a form of communication that is intended to persuade consumers or a target audience to purchase or to accept the ideas, products or services. In this advertising, Axe uses the power of persuasion, such as attractive women, style, and images which are the key ideas to the product and fragrance to conjure the consumers’ behavior of the perceived images of the product. Axe was originally created in France in 1983 by a company named Unilever and sold in the United States in 2002, and is now the leader of men’s grooming markets. The brand is focused toward gender and the age of the customer. Its market strategy is aimed at males from their teens to their twenties appealing to a new life style product that would increase their luck with the ladies. Axe deodorant ads gives you the apparent need to smell and feel good, but the means of feeling good is mainly through increased sex appeal. This ad assumes that all males buy deodorant solely for the purpose of getting women, and if you do certain things, like buy this product, then all women will be all over you.
Research on the consumer behavior of women in Taiwan, while purchasing cosmetics, has shown that the main value drivers differ per type of consumer and per lifestyle (Chiang & Yu, 2010). Whether it is the tangible or the intangible part of a product that predominantly determines the ...
Companies are not able to succeed without having a strong branding and pricing strategy. Colgate-Palmolive has managed to build a strong brand name and offer competitive prices. Innovation is a key factor in the Colgate strategy. This paper will take a look at Colgate-Palmolive’s product positioning and life cycle. This paper will also discuss the branding relationships and pricing methods.