Steven Mueller
ADV 3008 Brand Analysis Assignment
1. What product/brand have you selected?
Old Spice Fresh Collection Fiji Body Wash 16-oz.
PURCHASE DECISIONS:
2. What is the thought process that you go through when you purchase that brand?
There are three main steps that I follow when I go purchase Old Spice products. The first and
most important to me is that it thoroughly improves my hygiene, no matter what the product is.
The second step is that Old Spice smells good (girls, friends, and family all approve of my scent).
The third and final step is Old Spice’s recognition around the U.S; they are very well known.
3. Is this a high involvement decision process or low involvement? Why?
Low involvement because this item is low in cost, and it’s pretty much a routine purchase. I
always need body wash every week or so, I know exactly what to buy when I walk in the store.
4. Are you loyal to this brand? Why or why not?
Yes I am loyal to this brand. Old Spice is known for their weird and funny commercials, especially
with athletes. That is what attracts me the most; if a professional athlete uses it on a daily basis
then it must be of good quality and smell good. I always purchase Old Spice when it comes to
my personal health, they haven’t failed me yet.
COMPETITION:
5. What brands are the major competitors?
Dial, Dove, Axe, Nivea, Irish Spring
6. How is your brand similar to the competition?
Old Spice is similar because they sell the same products as the other competitors I just listed.
They all sell hygiene products: body wash, body spray, deodorant, etc.
7. How is your brand different from the competition?
Instead of turning women into sex objects as Axe does to reach the single guys, Old Spice set
their target as including and even speaking directly to women.
8. Why is your brand better than the competition?
Old Spice is better than the others because they offer a wider variety of scents within their
products. They are also more appealing to men; note their new slogan “Smell is power”. Dove
for example is geared more toward women, and they only offer “fresh” and “clean” scents.
SEGMENTATION/TARGETING
9. Describe the target for your brand.
a. Demographically
The demographic target for Old Spice is all young men ages 20-35. Since most of their
advertising is referred to men who would be young enough to consider using scented shower
gel and other products but old enough to have an adult lifestyle. They can be single or married.
Their ethnicity does not matter. Their income does not necessarily have to be that much,
considering their products cost only a couple of dollars. Their education should be high school
graduate to alumni of a university or college.
b. Geographically
Old Spice is used all over the world, including the United Kingdom, Australia, and South Africa. It
is used mostly in the U.S. however.
c. Psycho graphically
-Activities for Old Spice include any kind of physical effort. Some of those are sports, running,
dancing, walking etc. All of these make a man sweat, Old Spice products are now needed to
improve his personal hygiene.
-Interests for Old Spice include personal health and well-being. In order to get around in society
today you must be clean. If you are not then you come off as repulsive and interaction with
others will be very limited.
-Opinions for Old Spice include that men should be well-aware of their hygiene and do whatever
necessary to maintain good health.
d. Heavy users
Young men are the heavy users of Old Spice. They want you not only to attract women if you are
a single guy, but they also want you to make your significant other happy by your scent too.
POSITIONING
10. What are the functional benefits of your brand?
Old Spice is a brand of male grooming products
11. What are the emotional benefits of your brand?
“Believe in your smelf” – Old Spice
12. What is the value proposition of your brand?
Old Spice provides all men with high quality grooming products to improve hygiene and wellbeing. Old Spice allows men to feel healthy and confident within themselves, most notably
through compliments/actions given by women. Using the Old Spice brand endorsed by highprofile athletes and celebrities informs your peers of your passion to compete and excel in
whatever you’re doing.