I was on YouTube the other day and saw this Old Spice commercial:
For some strange reasons the first thing that I think about was how Old Spice do their Segmenting, Targeting and Positioning for their products.
From watching their commercial I can infer that Old Spice is segmenting the market by using the following bases: geographic (urban/rural), demographic (age, gender), and psychographic (self-values, self-concept, lifestyle, perceptions).
The commercial was broadcasted on YouTube which means that they are targeting the website’s viewers. These viewers tend to live in the urban area because there is a high accesibility to the internet, which is needed to access YouTube. YouTube viewers are generally people from Generation Y, and although the man in the commercial addressed the ladies, I think Old Spice is targeting both male and female audience. They are tageting those individuals who either want their partner to be able to do all those things they see in the commercial, or they want to be able to do those things themselves. By watching this commercial people will automatically associate Old Spice with having good smell, being able to do extraordinary stuff, and being attractive to ladies.
In my opinion, Old Spice is positioning themselves really closely, if not exactly, to Axe. They both sell the same products and both emphasize on how these products will make the user more attractive, rather than on the functional aspects of the products.