Nobody downloaded yet

Building Customer Connection with Old Spice - Essay Example

Comments (0) Cite this document
Building Customer Connection with “Old Spice”

“Old Spice” does an excellent job of appealing to its target audience, using lifestyle marketing concepts related to psychographic characteristics of the segment. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.7% of users find it useful
Building Customer Connection with Old Spice
Read TextPreview

Extract of sample
"Building Customer Connection with Old Spice"

Download file to see previous pages The brand attempts to illustrate that it can alter the lifestyle dynamics of the consumer, transforming their environment from one of mundane and commonplace living to one of excitement and thrill. “Old Spice” focuses on the tangible benefits of the product, unlike other product brands that position on pricing or premium quality, to illustrate the relationship between product and consumer needs fulfillment. The brand does an excellent job of blending lifestyle marketing, relationship marketing, and elements of logic to appeal successfully to its target market. The advertisement (Appendix A) illustrates a typical, overweight male librarian in a split figure format, illustrating a transformative process from an ordinary, rather unattractive consumer to a stimulated and electrifying rock superstar. Under the VALS 2 model of psychographics, one of the main consumer segments is referred to as the Striver, one with generally low financial resources, but one who maintains a desire to attain wealth and achieve higher status in society (Boone & Kurtz 213). The Striver profile is one that is very trends-focused and action-oriented, meaning they seek fun and excitement in their lifestyle (Boone & Kurtz 213). Strivers believe that money is a significant justifier for better social status, often seeking to purchase products that are considered premium in an effort to emulate those in society with more financial resources....
The tagline, “Somewhere in there, there’s a man in there” both chastises and applauds a consumer that reaches for “Old Spice”, using pathos as a rhetorical appeal to gain consumer attention and interest. Essentially, the “Old Spice” brand attempts to act as a social critic of the mundane consumer lifestyle and also an advocate for transformation from a boy to a man through the utilization of the brand. In society, the stereotype of the typical librarian is one of stuffiness, unsightliness, and generally unappealing. Because the Striver is greatly concerned about the sentiment and opinion of peers and others in society, “Old Spice” uses this psychological characteristic to its advantage to effectively promote the product. “Old Spice” cleverly uses this subconscious ploy to create an emotional response of self-rebuke or self-punishment for the consumer that lives a similar routine and unexciting lifestyle where the consequences of potential social rejection becomes a factor in prompting purchase intention in favor of this brand. The library environment chosen for this advertisement is laid out much like an oppressive and old-fashioned library of a conservative statesman, further showing the danger of social conformity that can occur by not seeking adventure and thrill. The brand statement in the advertisement, “Smell better than yourself”, clearly links product benefits to expected outcomes to the consumer by choosing “Old Spice” over competition. The main goal of this advertisement is to illustrate that a prim and uneventful lifestyle can be changed if the target buyer selects this particular ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Building Customer Connection with Old Spice Essay”, n.d.)
Building Customer Connection with Old Spice Essay. Retrieved from https://studentshare.org/english/1457807-building-customer-connection-with-old-spice
(Building Customer Connection With Old Spice Essay)
Building Customer Connection With Old Spice Essay. https://studentshare.org/english/1457807-building-customer-connection-with-old-spice.
“Building Customer Connection With Old Spice Essay”, n.d. https://studentshare.org/english/1457807-building-customer-connection-with-old-spice.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
Iconic shape of building relates with old city fabric: The Kunsthaus Garz
Graz is the second largest city in Austria. The area of the city was already settled in the early Middle Ages, and it received town rights towards the first half of the thirteenth century (“Graz”). Today, the many buildings in Graz range in age and architectural style from gothic to contemporary; that is to say, Graz has a serious historical timeline.
4 Pages(1000 words)Essay
Old Spice case studey
As such, is competitive capabilities were not at par with the requirements of the market. Having this challenge, the organization had various alternative approaches to addressing the issue. The first attempt was the
2 Pages(500 words)Case Study
Paper 2 about old spice
fast voice tone and does this directly into the camera, talking about his masculinity and manliness, as well as the fact that if a woman’s man used body wash from Old Spice, then they could be just like him. This ad was launched with print ads, TV ads, and banner display ads,
8 Pages(2000 words)Essay
Strategy to recommend to improve sales and increase Old Navy's Customer base
It's the ways how public hears about the company like publishing newspaper ads, flyers, radios, television and internet. Running a display ad in the local print media. Different radio advertisements so that people will not get sick hearing the same advertisement over and over again, prior and during the covered date of promotion seems to be effective also.
2 Pages(500 words)Essay
(Marketing Term Paper) ---- > Building Customer Loyalty Programs
s often the one marketing executives strive for, it is often found that customers have different relationships with different brands and it is the strongest relationship between company and client which survives even when the product quality has suffered or the competition has
11 Pages(2750 words)Essay
Making connection
Education in America should not be accessed on the basis of one’s race, but the need to have equal chances in life. The three texts show the need of change
1 Pages(250 words)Essay
The role of social media in building lasting valuable customer relationships
487). There is a huge difference between the loyalty associated with merely satisfied customers and those who are totally satisfied and customers are likely to stray immediately they feel like they are no
3 Pages(750 words)Essay
Building a customer loyalty scheme via The Three Commitment Components model for family-run Thai restaurants in London
Consequently, customers have a wide array of establishments from which to choose hence intensifying the competition even further. In response, modern hospitality enterprises are increasingly concentrating
19 Pages(4750 words)Essay
Iconic shape of building relates with old city fabric
It was created by Peter Cook and Colin Fournier, a project that at once was seen as impossible to make. As an urban project, it took modern methods of design and building to be finished in its semi-liquid, organic form, using sailing design method called 3dl (Stangl, 3).
2 Pages(500 words)Essay
Building Lasting Customer Loyalty
The article Building Lasting Customer Loyalty was a very interesting piece of literature. One of the first statements the author mentioned about customer loyalty is that it is more expensive and time consuming to build loyalty with new customers than to create loyalty with your existing customers.
5 Pages(1250 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic Building Customer Connection with Old Spice for FREE!
logo footer
Contact us:
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us