Consumer behavior of old spice

Summary of Old Spice campaign: The brand, formerly affiliated with Grandpa, suffered pressure from increased competition within the industry.

Consumer behavior of old spice

I wanted to choose a brand that kept their output fresh and funny for my project analysis. Purchasers of Old Spice are likely then, to be of either gender, probably in the demographic, and somewhere in the middle class range. These consumers have responded to the brand by boosting its online presence and forming a brand community.

While Old Spice produces male hygiene commodities, their marketing tactics do not limit their consumer base to only males, but instead, works to include female buyers of their commodities as products for their men, which is very interesting for this sort of commodity industry.

Generally, products like this target only male consumers but, for Old Spice, this single demographic was not enough.

Old Spice’s YouTube channel was the perfect fit because we knew we wanted to distribute video. But YouTube also made sense because it came with a robust commenting system, not to mention a built-in fanbase of 65, subscribers who were already passionate about the brand. The makers of Old Spice have pulled off a cheap and quick marketing coup that could change the way consumer products are promoted. In the past few days, the deodorant company invited social-media. See Old Spice consumer demographics such as age, income, education and ethnicity. Plus purchase behaviors such as basket size, shopping trip time, and brand affinity With over , users submitting their receipts through our suite of mobile apps, we help you better understand consumer behavior across all channels. Every Type of Shopper.

To reach out to new and young consumers Old Spice decided to go viral, which, when done successfully can reach more consumers in the target demographic than any cable network could.

It now has over 2. Having an icon for the campaign made the campaign very successful. It became relevant enough to even provoke Halloween costumes see costume 16costume 1costume 5 and parodies see parody Many consumers did not understand the change in spokesperson, Mustafa was quite well recognized as the icon for the brand and Fabio seemed like a peculiar replacement.

For Old Spice, they invoke this attitude to sway women to consume this product because their man smells either incorrectly feminine or generally poorly and Old Spice products can fix that. It makes sense that Old Spice would start to market towards consuming women.

Women are purchasing the majority of household products, they are the ones deciding what comes into the home and deciding how their home will affect their identities so it makes sense to market Old Spice towards the home-makers as well as the final users of the product.

Consumer behavior of old spice

There are very few types of consumers that Old Spice intentionally does not appeal to, however, there are demographics they put in less effort to reach and attract. That is not to say that they try to avoid this kind of purchaser; it is that they focus on consumers that put consideration into their consumption practices and do not rely on factors like convenience, price, and function.

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Holt then explores what separates the consuming practices of those with high cultural capital from those with low cultural capital and finds that purchasers with low cultural capital tend to appreciate functionality and practicality over abstraction and subjective tastes Holt, 7.

By creating a brand ideology and concept around the consumption of their products, in addition to the price inflation brought on by a high advertising cost, Old Spice might not appeal to consumers searching for practicality in their products.

Yet Old Spice is still not the most expensive. So while the kind of guy who speeds through the aisles of Duane Reade, consuming generic brand soap, deodorant, toilet paper, and maybe even Nice!

Old Spice purchases must be willing to pay more for a product with a brand history or ideology behind it because of the many advertisements Old Spice pays for.

Consumers of high-brow bath products tend to be women so it seems unlikely that Old Spice would attract any similar clientele. As Old Spice attempted to grow, they needed a campaign that would resonate with different audiences.

To each target audience it can carry a different meaning but saves the company money by not doing so through multiple kinds of campaigns. De Certeau explains that every individual can both add meaning, and find his or her own, in shared objects.

De Certeau explains how one ad could connote these multiple meanings to different users very clearly. Their consumer identity became very interesting as it encompassed both male and female consumers into their target demographic.

They did that while still managing to appeal to general male consumers that purchased body washes and deodorants from stores like Walgreens over department store brands. Old Spice stayed true to the masculine identity they had always projected buy still managed to attract a new and young audience.

The ways Old Spice both targeted a plethora of consumers and had the ability to reach those consumers are impressive and intriguing.The makers of Old Spice have pulled off a cheap and quick marketing coup that could change the way consumer products are promoted.

Consumer is buying the product old spice on the basis of - BRAND Consumer has always preferred to the branded product for Personal Care, Old Spice brand is a very good choice because it comes under the house of Procter & Gamble (P&G). The campaign would give Old Spice an opportunity to both expand their product line and reserve a larger market share.

Taking women’s pre-Old Spice consumer behavior (purchasing only one lady-scented body wash for both individuals) into consideration, it is likely that women would buy just one body wash instead of two if they had an incentive to do so. In February , Wieden+Kennedy launched a new Old Spice advertising campaign, Smell Like a Man, Man'.

The first commercial, “The Man Your Man Could Smell Like,” was an overnight success and quickly became a cultural phenomenon, generating significant word-of-mouth buzz online and off-line.

Sep 30,  · Using Consumer Psychology to Understand Buyer Behaviour All of the Terry Crews Old Spice Commercials - Duration: Consumer Behavior & The Consumer Decision Making Process - . In February , Wieden+Kennedy launched a new Old Spice advertising campaign, Smell Like a Man, Man'.

The first commercial, “The Man Your Man Could Smell Like,” was an overnight success and quickly became a cultural phenomenon, generating significant word-of-mouth buzz online and off-line.

Case Study: Old Spice Response Campaign | Advertising Case Study | D&AD Awards | D&AD