Old Spice - Positioning Statements

In class we discussed positioning statements - a statement of the target segment, the name of product, the frame of reference (type of product), the compelling point of difference for that product, and the reason to believe or the benefits that product providews.

An important thing to realize for positioning statements is that there can be mulitple - and should be multiple - one for each target segment. They are designed to be a sort of framework to base your marketing on.

Some postitioning statement for Old Spice could be:

To highschool male atheletes - Old Spice is the deodorant that makes you smell the most appealing to women because of its recognizable, fresh, long-lasting scent after a long day of activities.

To 40-50 year old men - Old Spice is the deodorant that makes you feel the most young because it brings you back to your younger days with its nostalgic, familiar scent.

To women - Old Spice is the deodorant that could make your man smell irresistible because it reminds you of what a man should smell like.

Another topic we discussed in class were marketing objectives. Marketing objectives have 4 desired outcomes which are: Provide perfomance measure, fix immediate problems, measure the quality of past decisions, and assess attractiveness of future decisions.

One of the problems that male bath products have is selling to women. Old spice has made an effort in their advertising to correct these problems and has chosen to not portray women as objects (as every company should, because women aren't objects). By using a man talking about how your man could smell it speaks directly to women, who are the main purchasers of bath products and often will buy products for their significant others.