Positioning of Beverages Brands

Old Spice is a toiletries cosmetic company specifically targeting a male audience. The company makes deodorant, body wash, shampoo, and so forth. Their audience appeal is towards younger adults, and late teenagers both male and female. The emphasis and focus that they wish to present with their product is to make you smell like a “man.” They’re idea of a man is someone who’s more exciting, bold, independent or a leader. For example, on the company’s website you’ll see in home page the advertisement for a new product has a slogan saying,’ smell ‘em who’s boss.” They instill an idea of the ideal man through the use of advertisements. For majority of their advertisements they use men who work out excessively and have greater physique than the

The commercial shown in figure 1 is for a perfume called ‘the one gentleman’ which Matthew Mcconaughey a well-known actor did for Dolce & Gabbana, a trade mark for designer products. The commercial tells us that this is a body spray to use when one wants to be seen as a gentleman. In reality a gentleman is not a man who just uses this body spray, but a man is seen as a gentleman by certain attributes society sees as being acceptable. Commercials like these can really have an impact because the viewer wants to look like the person with the body spray, and themselves be perceived as a gentleman. The unspoken

The commercial portrays two manly men in the masculine environment driving on an all-terrain vehicle in the jungle, battling snakes and shooting lasers to each other. The main idea of the commercial is that used to be feminine diet drink is made by Dr. Pepper “not for women.” The language used in the commercial triggers emotions in younger males saying them

In addition, select an organization with which you are familiar and describe how each one of the four elements of the marketing mix affects the development of the organization’s marketing strategy and tactics.

The commercial’s appeal to women relies not only on the attractiveness of the actor and the settings, but to the humor that is based on the idea that such a perfect man can exist at all. Conversely, not only do these commercials reach out to women, but also there are men in the target audience and there is a message for them as well. These ads present an ideal image of how a man should be and what he should smell like. By using a good looking, fit, man for this advertisement, it gives the product an image that men want. The logical fallacy, ad populum, is present in this commercial. This ad almost shouts out the ideas that if you use the product you can look, smell, and be exactly like the man you see on your television. The Old Spice man, Mustafa, does everything better than you do and will give your woman more than you can give her. You can smell like the “ultimate man”, or as the slogan used in the ads says, “Smell like a man”. The ad

Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding

He then addresses the audience and says, “Look down, back up, where are you? You’re on a boat with the man your man could smell like.” This scene change marks a change in the focus of the advertisement. Instead of focusing on how a man can smell like a “real man,” we find ourselves comparing what a “normal man” can provide for a woman as opposed to a “real man.” The scene goes on to show other various items associated with Isaiah. For example, Isaiah asks the women in the audience, “What’s in your hands? Now back to me, I have it, It’s an oyster with two tickets to that thing you like. Look again the tickets are now diamonds!” This scene attempts to connect the use of Old Spice to success and fortune. It further tells women that if their “man” uses Old Spice, they (women) can have all the nice things that Isaiah is talking about. Not only does the commercial address women, but it also subliminally targets men. Although women are the intended audience, men who watch this commercial feel a need to use Old Spice body wash. By targeting women, the writer creates a sense of jealousy from the male audience. This jealousy creates a desire from men to be just like Isaiah because he can easily seduce women by his attractiveness and lavish possessions. This sense of jealousy becomes a very effective marketing tool, because the writer utilizes the primal urge of males to be an attractive partner to females. However, these commercials are also extremely

As the commercial asks, “so ladies should your man smell like an Old Spice man?” Well who wouldn’t want an adventurous guy that seems to be the perfect man? The use of ethos to establish a strong character in this commercial is overwhelming; Isaiah himself is a former NFL player (Mustafa). Mustafa has defining attributes like chiseled abs and broad shoulders; he has a deep voice and a bearded face helping him to truly embody the image of a real masculine man. He is both physically fit and attractive embodying the image every man strives to be by establishing himself as a perfect man he has made

The ad is trying to sell old spice body wash but does it in an unconventional way, it instead claims that old spice will make you “smell like a man not a lady.” The commercial establishes ethos by using a man who has several features that are considered manly, like a deep voice and muscles. The ad affects the audience by making men think that Mustafa is a man because he uses old spice, I will buy some so I can become more of man. However the add mainly addresses women saying things like “Sadly your man is not me but he could smell like me if he used old spice body wash.” This convinces men that they will be more liked by women if they use Old Spice body

They've asked me to choose about two kinds of businesses and I have to choose one product of each of the firms. After I’ve done that I should describe the marketing techniques that they use to promote they're product.

In Procter and Gamble’s commercial, “The Man Your Man Could Smell Like,” an Old Spice body wash is the center of attention. The advertisement campaign for Old Spice features Isaiah Mustafa, an NFL (National Football League) player, as the “ideal” man. In the commercial, he portrays a good-looking man who smells good due to Old Spice body wash. The star, who is shirtless throughout the commercial, compares himself to other men – particularly the men in the viewers’ lives. The targeted audience for the campaign are female shoppers and men who want to seem more attractive to women. According to the advertisement, Old Spice body wash is worth buying contrary to the “ladies scented body wash” the viewers’ men use (Old Spice | The Man Your Man Could Smell Like). By the end of the commercial, the audience understands that men who use Old Spice products do not only smell good, but also associate with all the pleasant things the NFL player associates with by utilizing the product.

Advertisements have been evolving over the centuries in terms of catching the audience’s attention. The art, text, and style all have been changed, but one hasn’t. The gender stereotypes in advertisement have been constant throughout time and product. A company called Old Spice has displayed these stereotypes in their product line specifically towards men.

Bottled Up will target all patrons attending events, of drinking age but will zero in on one prime segment: Women who love wine. The ideal location of the Truck at festivals and events will be prime spots for attracting the ladies who are looking for a treat, while perhaps their partners are visiting the beer tent, for example. The company will utilize event promotions as well as use Internet marketing to get the word out, with an emphasis on social media marketing to encourage positive word of mouth.

Representations of men in media have a different approach—they tend to focus on strength, power, physique, independence, etc… The first ad portrays a clearly athletic, strong, male individual. His expression is one of determination and focus—He’s not going to let anyone get in his way. He is aggressive, and overflowing with testosterone. It is unclear what the product is, something to do with athletic performance. The next image is fitted with the caption “Always A Champion”, making it simple to realize this ad is all about the male ego. This man has a very intimidating expression, one of strength and—almost anger. His positioning shows off his clearly muscular arms and his aura is almost overpowering. In both images, the idea that a true man should be strong, aggressive, etc… is presented. For any normal male individual viewing this ad, he would feel like that is what he should be—if he was a “real man”.

Branding has become the key concept of marketing strategies. Brand is the name of firm, products, services, and above all, it is coherent with the firm’s image from