The old spice case - marketing communication analysis
The old Spice case
PART 1
Product positioning: it is the perception in consumers’ minds of the nature of a company and its products relative to competitors. It has to do with quality, prices, distribution, image and marketing communication.
In the old spice case, they use a well-known spokesperson to market their product. I this case he conveys to women telling them that their man should stop using old lady scented body wash and switch to Spice and they will look like him and probably smell like him as well. He links the product to the smell of adventure which makes the quality of the product stand out. This is because the smell of fresh air when you’re on an adventure is no better than anything else. He also mentions that if your man uses spice it will be the best nigh of your life. That is an exaggeration to prove that the product is of good quality and worth your money.
Product attributes
This involves promoting a unique attribute that is superior or different from the competition. In the old spice case they use “The man your man could smell like”. The spokesperson has linked himself to the product and the audience. He catches the women’s attention by telling them wouldn’t you want your man to look like me. And he starts the commercial by saying look at your man and now, look at me. If you are a huge fan of this former NFL player you would probably run to the store and buy this product for your man. This way he has made his customers men and women because the man would want to buy it and the woman would want to buy it for his man. It’s now a vast population.
Benefits
This is what a customer receives after buying the product. So the benefit in this case is that your man will smell like him. And it will be the smell of fresh air.
Appeal
This commercial has a sense of humor. One moment he is in the bathroom then he is on a boat and then he ends on a horse. It can’t help but make someone laugh. The other appeal he uses is a sex appeal. First of all he
PART 1
Product positioning: it is the perception in consumers’ minds of the nature of a company and its products relative to competitors. It has to do with quality, prices, distribution, image and marketing communication.
In the old spice case, they use a well-known spokesperson to market their product. I this case he conveys to women telling them that their man should stop using old lady scented body wash and switch to Spice and they will look like him and probably smell like him as well. He links the product to the smell of adventure which makes the quality of the product stand out. This is because the smell of fresh air when you’re on an adventure is no better than anything else. He also mentions that if your man uses spice it will be the best nigh of your life. That is an exaggeration to prove that the product is of good quality and worth your money.
Product attributes
This involves promoting a unique attribute that is superior or different from the competition. In the old spice case they use “The man your man could smell like”. The spokesperson has linked himself to the product and the audience. He catches the women’s attention by telling them wouldn’t you want your man to look like me. And he starts the commercial by saying look at your man and now, look at me. If you are a huge fan of this former NFL player you would probably run to the store and buy this product for your man. This way he has made his customers men and women because the man would want to buy it and the woman would want to buy it for his man. It’s now a vast population.
Benefits
This is what a customer receives after buying the product. So the benefit in this case is that your man will smell like him. And it will be the smell of fresh air.
Appeal
This commercial has a sense of humor. One moment he is in the bathroom then he is on a boat and then he ends on a horse. It can’t help but make someone laugh. The other appeal he uses is a sex appeal. First of all he