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  • GCB - Assignment 2 - Deekshin

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    Aishu Krishnan
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    Old Spice conducted psychographic research and found that women purchase most household shower gels. In response, they created advertisements in 2010 targeting women by having their male mascot appeal to what women want in a man. A decade later in 2020, Old Spice's research found their target customers want products conveying manliness, so their advertisements now use stereotypical male language to connect with these psychographic segments.

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    Old Spice conducted psychographic research and found that women purchase most household shower gels. In response, they created advertisements in 2010 targeting women by having their male mascot appeal to what women want in a man. A decade later in 2020, Old Spice's research found their target customers want products conveying manliness, so their advertisements now use stereotypical male language to connect with these psychographic segments.

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    33 views1 page

    GCB - Assignment 2 - Deekshin

    Uploaded by

    Aishu Krishnan
    Old Spice conducted psychographic research and found that women purchase most household shower gels. In response, they created advertisements in 2010 targeting women by having their male mascot appeal to what women want in a man. A decade later in 2020, Old Spice's research found their target customers want products conveying manliness, so their advertisements now use stereotypical male language to connect with these psychographic segments.

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    of 1

    REPORT ON ADVERTISEMENT THAT TARGENTS ON SPECIFIC

    PSYCHOGRPHIC SEGMENTATION

    OLD SPICE

    What is Psychographic Segmentation


    Psychological Segmentation is a segmentation method that can be used in conjunction with or
    without behavioral and demographic Segmentation. Instead of focusing on how people behave and
    what demographics they belong to, Psychological Segmentation focuses more on psychological
    characters such as conscious and subconscious beliefs, motivations, and priorities.

    OLD SPICE: The good old Old Spice needs no introduction. Ever since their viral marketing debut
    in 2010, they have never stopped making marketing videos that capture the heart of their target
    market so dearly. After conducting research that shows that females purchase 70% of the household
    shower gel, Old Spice cleverly devised their male product aiming at the female.

    AD LINK: OLD SPICE| The Man Your Man Could Smell Like
    https://www.youtube.com/watch?v=owGykVbfgUE&feature=youtu.be

    Fast forward to 2020, 10 years after learning more about their newly acquired customers, they
    realized that their customers want to be “manly.” To make sure they speak to their target customers,
    they have phrased all their marketing messages to stereotypical man talks to connect with their
    customers.

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