Marketing Management Report: Old Spice's Target Market and Promotion

This report provides an analysis of Old Spice's marketing campaign, focusing on its target market and the effectiveness of its media strategies. The primary target market is identified as young men aged 12 to 34, with consideration also given to women purchasing products for male relatives. The campaign, centered around the 'Smell Ready for Anything' label, utilizes both traditional and modern marketing techniques, including in-store displays and social media integration. While Old Spice has traditionally relied on traditional media, the report recommends a greater emphasis on digital and online marketing to better reach the target audience and facilitate two-way communication with customers. Leveraging social media platforms is crucial for engaging the younger demographic and fostering word-of-mouth promotion, ultimately driving sales and revenue growth. The analysis concludes that a strategic shift towards digital marketing will positively impact customer engagement and overall business performance.

MARKETING
MANAGEMENT

Table of Contents
QUESTION 1...................................................................................................................................3
QUESTION 2...................................................................................................................................3
REFERENCES................................................................................................................................1

QUESTION 1
With regard to its new campaign concerning with company's label 'Smell ready for
anything' the concerned target market is related with men and enabling them best and long-
lasting scents that will enable them to feel fresh. Its target market and customers includes young
people between the age of 12 to 34. it is to be noted that as per its campaign it majorly deals with
younger generation along with enabling original fragrance and scent towards the older generation
too.
Being classifying market on the basis of demographics including age, gender, and others.
A classification can also be made on the basis of psycho-graphic differentiation under which
customer interest, opinions and their activities are being considered (Kostetskiy and
Chekashkina, 2017). Thus, on the basis of these differentiations, Old Spice mainly targets men
and among them young men. However, its target market also includes women who are concerned
with the purchase of scent for their husband, sons and old people who are depended on women to
buy the best fragrance for them.
Thus, considering both men and women it targets its new campaign too whereby it enables its
best quality scents.
QUESTION 2
In order to launch its campaign towards the introduction of new series of products along
with scanning features, social and other marketing media plays an important role. This is because
these media are the base that will lead to the creation of brand awareness, being introducing a
new campaign towards its labelling and products an inculcation of social media and other
advertisement modes plays an important role. As Old Spice is majorly using traditional media
along with hybrid marketing strategies whereby it uses both traditional and modern media in the
form of making display of its products in its stores along with enabling them on online platform.
However, it is being recommended that along with changing trends making display of products
in stores is out of fashion and its place is being taken over by online media and advertisement. It
either includes the use of social media and the online platform whereby it will not only able to
make promotion of its products but also make sales (Fedorenko, Berthon and Edelman, 2020).
Likewise, as traditional market is replaced with modern market whereby customer's views and
perspectives plays an important role and in case of Old Spice too using of digital and online

marketing media will enable it to sell its products along with making two-way communication in
which its customers will make recommendation and feedback towards its products so that its
qualities and variants will be developed accordingly. However, in case of positive feedbacks it
will lead to have a word of mouth promotion which will again impact the company in terms of
grabbing good customer share along with rising of sales and revenue percentage.
Being a target over young generation, it is further recommended that the use of social
media marketing in its business promotion will prove to be successful because it will better assist
the company to hit the target audience which is more likely to be active on social media
websites. Thus, in short it would be right to said that the use of social media and other digital
media as per its targeted audience will lead to have positive and favourable impact over its
customers along with ensuring enabling high sales and revenue percentage.

REFERENCES
Books and journals
Fedorenko, I., Berthon, P. and Edelman, L., 2020. Hide and uncover: the use of secrets in
marketing. Journal of Marketing Management. 36(7-8). pp.682-704.
Kostetskiy, A.N. and Chekashkina, N.R., 2017. TO THE ISSUE OF SEGMENTATION TOOLS
USING IN THE PROCESS OF BORDER DEFINITION OF TARGET MARKET.
In Проблемы и перспективы формирования маркетинговых стратегий в условиях
нестабильных рынков (pp. 44-49).
1