...University of World and National Economy Department: Economics in English STUDENT PAPER Topic: Old Spice (Social Media Impact on Marketing) Year 2012 Content 1 What is Social Media 2 2 Classification of social media 3 3 How does social media work 4 4 Why is social media so popular 5 5 Social media and marketing 6 6 Old Spice – the Company 7 7 Marketing Strategy 8 8 The beginning of “Smell like a man, man!” campaign 9 8.1 It’s not about Social 10 8.2 Define the right strategy before defining the digital agenda 11 8.3 Leave room for experimentation, even failure 11 9 The Post-Old-Spice principles of social media marketing 11 9.1 Create a persona that is strong and on point 11 9.2 Seed social networks with invitations to interact 12 9.3 Engage the engaged, the famous and the influencers 12 9.4 Personalize the response and people will compete for inclusion 13 9.5 Make it episodic and easy to share 13 9.6 Keep the videos simple and short 13 9.7 Promote it with tie-ins offline 14 10 Conclusion 14 11 Sources 15 What is Social Media It is a revolutionary way of communicating with the audience. It includes web based and mobile technologies, making communities, organizations and individuals interact. Social media is defined by Michael Haenlein and Andreas Caplan as: "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated...
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...POSITIONING STATEMENT FOR “OLD SPICE” The “Smell like a Man, Man” campaign: The “Smell like a Man, Man” campaign is an advertising campaign in the United States created by ad agency Widen + Kennedy for the brand “Old Spice”. Old Spice is a division of Procter & Gamble that offers a product line of men’s grooming products, including antiperspirant, deodorant, body wash, body spray, and fragrance which consists of cologne and after shave at a cheap price. Its main brand competitors in the market are Axe, Gillette and Dove for Men. In recent years there has been a huge hype to social media for means of marketing and advertising for many companies. Old Spice is a perfect example of this. The “Smell like a Man, Man” campaign, featuring the handsome “Old Spice Guy” (former NFL wide receiver Isaiah Mustafa) was launched just prior to the 2010 Superbowl and quickly became a viral video sensation. The ad was one of the most talked about commercials and helped to boost Old Spice sales during a period of intense competitive activity. This campaign wasn’t only about television ads, but involved also social media like Facebook and Twitter, where Old Spice invited customers could submit questions to be answered personally by the Old Spice Guy. Youtube was also in the game, this happened because nearly 200 personalized video responses to the questions were created and posted on YouTube, including those to Ashton Kutcher, Alyssa Milano and ABC anchor George Stephanopoulos, creating...
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...Writing & Rhetoric March 27, 2013 Old Spice Advertisements are a powerful thing. They persuade the reader to think what they want them to think, want what they want them to want and believe what they want them to believe. When a company produces a commercial, their main goal is to get their product they are showcasing to sell. According to BusinessDictionary.com, advertising is, “the activity or profession of producing information for promoting the sale of commercial products or services”. Old Spice is a prominent American brand of male hygienic products. The first Old Spice product was intended for women, introduced in 1937. Old Spice for men followed in 1938. The first advertisement I chose was published in 1945 the advertisement shows a man’s shaving kit with the logo “FOR THAT AMERICAN FEELING OF WELL BEING”. The second advertisement I chose was published in 2010 this advertisement is for a man’s deodorant with the logo “Residue is Evil STOP IT”. The Old Spice advertisements capture men by reaching out to their needs and giving them the ideal of what they should smell like. The first advertisement is focused mainly on the product, which is the first thing you notice when you look at this advertisement. The top half of the backdrop is black, which allows the product to standout. The products are displayed staggered. In the top left corner you see two bright red boxes with the white bottles of Old Spice Talcum for men and Old Spice After- Shave Lotion in front of them...
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...Schick - Wilkinson Sword Energizer Holdings Inc 10.1 10.2 10.7 10.7 10.7 10.6 Bic Sté Bic SA 3.7 3.8 3.9 4.0 4.1 4.2 Nivea Beiersdorf AG 3.3 3.4 3.4 3.3 3.3 3.3 Edge Energizer Holdings Inc - - 0.7 0.7 0.6 0.6 Palmolive Colgate-Palmolive Co 0.7 0.7 0.7 0.6 0.6 0.6 Bozzano Hypermarcas SA - 0.3 0.3 0.4 0.4 0.4 Super-Max SuperMax Corp 0.3 0.3 0.3 0.4 0.4 0.3 Lord Lord Precision Industries SAE 0.3 0.3 0.3 0.3 0.3 0.3 Arko Evyap Sabun Yag Gliserin San ve Tic AS 0.3 0.3 0.3 0.3 0.3 0.3 L'Oréal Paris L'Oréal Groupe 0.2 0.2 0.3 0.3 0.3 0.3 Natura Natura Cosméticos SA 0.2 0.2 0.2 0.3 0.3 0.3 Avon Avon Products Inc 0.4 0.5 0.5 0.4 0.3 0.3 Flying Eagle Procter & Gamble Co, The 0.2 0.3 0.3 0.3 0.3 0.3 O Boticário Botica Comercial Farmacêutica Ltda 0.1 0.1 0.1 0.2 0.2 0.3 Derby Tokai Corp 0.4 0.4 0.4 0.4 0.3 0.3 Barbasol Perio Inc 0.2 0.2 0.2 0.2 0.2 0.2 K4-TETRA Kai Corp 0.2 0.2 0.2 0.2 0.2 0.2 Perma Sharp Procter & Gamble Co, The 0.2 0.2 0.2 0.2 0.2 0.2 Williams Unilever Group - - - 0.3 0.2 0.2 Mennen L'Oréal Groupe 0.2 0.2 0.2 0.2 0.2 0.2 Oriflame Oriflame Cosmetics SA 0.3 0.3 0.3 0.2 0.2 0.2 Shiseido Shiseido Co Ltd 0.2 0.2 0.2 0.2 0.2 0.2 Yves Rocher Yves Rocher SA 0.2 0.2 0.2 0.2 0.2 0.2 Minora Procter & Gamble Co, The 0.2 0.2 0.2 0.2 0.1 0.2 Success Kao Corp 0.1 0.2 0.2 0.2 0.2 0.2 Topaz Malhotra Shaving Products Pvt Ltd 0.2 0.2 0.2 0.2 0.2 0.1 King of Shaves KMI Brands Ltd 0.2 0.1 0.1 0.1 0.1 0.1 Ingram Middle East Chemical...
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...brought to you by Secret Nasa, providing you with the latest covert space technology! As usual, this morning is another segment of ‘Cook like a Pro’ teaching you the latest recipes- from the very most unusual to the most disgusting! So, let’s meet the man who’s doing it live on air, Chef Piin! So, chef, tell us more about yourself. Chef Piin: Thank you! Thank you! It took me a while to come here since you called me on my way to Africa to cook for hungry children there in order to avoid starvation, but since you insist, I’ve came here with the bodyguards you hired. Well, I had involved in Culinary Arts when I was 17 years old taking ICT as my major. It was a dream comes true. After that, I was denied from taking Masters in Culinary due to my degree certificate in programming. But, it did not made me quit, I studied Bakery and Pastry during my years in ‘Sugar N Spice’, a private college in the middle of Sarawak’s Rainforest. Years of training and hard work had earned me the title of ‘Best Chef in South-East Asia’. I’m quite happy about it. DJ Z: Er… Thank you for the intriguing and curious story. Now, what are you going to teach everybody today? Chef Piin: Today I would like to teach all of you out there, a new recipe, never before seen on television called Potato Crisps! The ingredients are… (refer to fourth page) DJ Z: Wow, it seems difficult. Never mind, we are waiting for any callers out there who would like to ask the chef about the recipe we’ve just...
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...UNIVERSITATEA CREȘTINĂ „DIMITRIE CANTEMIR” FACULTATEA DE MANAGEMENT TURISTIC ȘI COMERCIAL Analiza Mediului de marketing la firma AVON COSMETICS Îndrumător Studenți, grupa 113 Lect. univ. dr. Dragut Bogdan Nedelcu Cristian Nae Andreea CAPITOLUL 1 MARKETING.NOTIUNI TEORETICE Termenul "marketing" provine de la verbul de origine anglo-saxona "to market", care inseamna a cumpara si a vinde, a realiza tranzactii de piata. Pornind de la sensul general al cuvintelor de origine, dar luând in considerare si aspectele practice pe care le presupune desfasurarea unei activitati de marketing eficiente in zilele noastre, specialistii au formulat pâna in prezent peste 6000 de definitii ale marketingului. Prezentarea celor mai semnificative dintre acestea este utila pentru desprinderea semnificatiilor majore ale acestui concept. După părerea lui Yves Fournis „marketingul este o căutare a combinaţiilor optimale de cantităţi, de preţ de cost, preţ de vânzare, caracteristici ale produselor, cheltuieli comerciale, combinaţii care tind să maximizeze beneficiile întreprinderii faţă de anumite investiţii”. După Peter F. Drucker, marketingul nu este propriu zis o activitate specializată. El cuprinde întreaga activitate a întreprinderii „văzută din punctul de vedere al cumpărătorului”. Pentru Henri Joanis, marketingul este o metodă ştiinţifică pentru detectarea...
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...500 extraordinary islands G R E E N L A N D Beaufort Sea Baffin Bay vi Da i tra sS t a nm De it Stra rk Hudson Bay Gulf of Alaska Vancouver Portland C A N A D A Calgary Winnipeg Newfoundland Quebec Minneapolis UNITED STATES San Francisco Los Angeles San Diego Phoenix Dallas Ottawa Montreal ChicagoDetroitToronto Boston New York OF AMERICA Philadelphia Washington DC St. Louis Atlanta New Orleans Houston Monterrey NORTH AT L A N T I C OCEAN MEXICO Guadalajara Mexico City Gulf of Mexico Miami Havana CUBA GUATEMALA HONDURAS b e a n Sea EL SALVADOR NICARAGUA Managua BAHAMAS DOMINICAN REPUBLIC JAMAICA San Juan HAITI BELIZE C a r PUERTO RICO ib TRINIDAD & Caracas N TOBAGO A COSTA RICA IA M PANAMA VENEZUELA UYANRINA H GU C U G Medellín A PAC I F I C OCEAN Galapagos Islands COLOMBIA ECUADOR Bogotá Cali S FR EN Belém Recife Lima BR A Z I L PERU La Paz Brasélia Salvador Belo Horizonte Rio de Janeiro ~ Sao Paulo BOLIVIA PARAGUAY CHILE Cordoba Santiago Pôrto Alegre URUGUAY Montevideo Buenos Aires ARGENTINA FALKLAND/MALVINAS ISLANDS South Georgia extraordinary islands 1st Edition 500 By Julie Duchaine, Holly Hughes, Alexis Lipsitz Flippin, and Sylvie Murphy Contents Chapter 1 Beachcomber Islands . . . . . . . . . . . . . . . 1 Aquatic Playgrounds 2 Island Hopping the Turks & Caicos: Barefoot Luxury 12 Life’s a Beach 14 Unvarnished & Unspoiled 21 Sailing...
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...MARKETING DEL SIGLO XXI El siglo XXI trae consigo 3 acontecimientos importantes como son la globalización, adelantos tecnológicos y desregulación. Dichos acontecimientos evocan un sinfín de oportunidades. El marketing se ocupa de identificar y satisfacer las necesidades las necesidades humanas y sociales, es decir, satisfacer las necesidades de manera rentable. TAREAS de MARKETING Tres etapas por las que podría pasar la práctica del marketing: Marketing emprendedor: Casi todas las empresas son iniciadas por personas que sobreviven gracias a su astucia, visualizan una oportunidad y tocan a todas las puertas. Marketing formulado: Cuando una empresa pequeña alcanza el éxito, cambia inevitablemente hacia un marketing mas elaborado. Marketing intrépido: Se da en aquellos casos en que los gerentes de marca y producto necesitan salir a la calle a convivir con sus clientes para visualizar nuevas formas de añadir valor a la vida de esos clientes. El campo de acción del marketing Se considera al marketing la labor de crear, promover y entregar bienes y servicios a los consumidores y a los negocios. Los mercadólogos intervienen en la venta de 10 entidades: Bienes Los bienes físicos constituyen el grueso de la producción y la labor de marketing de la mayor parte de los países. Servicios A medida que las economías avanzan, un parte creciente de sus actividades se concentra en la producción de servicios. Muchas ofertas de mercados...
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...CAPÍTULO I: MARKETING DEL SIGLO XXI El siglo XXI trae consigo 3 acontecimientos importantes como son la globalización, adelantos tecnológicos y desregulación. Dichos acontecimientos evocan un sinfín de oportunidades. El marketing se ocupa de identificar y satisfacer las necesidades las necesidades humanas y sociales, es decir, satisfacer las necesidades de manera rentable. TAREAS de MARKETING Tres etapas por las que podría pasar la práctica del marketing: Marketing emprendedor: Casi todas las empresas son iniciadas por personas que sobreviven gracias a su astucia, visualizan una oportunidad y tocan a todas las puertas. Marketing formulado: Cuando una empresa pequeña alcanza el éxito, cambia inevitablemente hacia un marketing mas elaborado. Marketing intrépido: Se da en aquellos casos en que los gerentes de marca y producto necesitan salir a la calle a convivir con sus clientes para visualizar nuevas formas de añadir valor a la vida de esos clientes. El campo de acción del marketing Se considera al marketing la labor de crear, promover y entregar bienes y servicios a los consumidores y a los negocios. Los mercadólogos intervienen en la venta de 10 entidades: Bienes Los bienes físicos constituyen el grueso de la producción y la labor de marketing de la mayor parte de los países. Servicios A medida que las economías avanzan, un parte creciente de sus actividades se concentra en la producción de servicios. Muchas ofertas de mercados son combinaciones de bienes...
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...Impact of Organized Retailing on the Unorganized Sector Mathew Joseph Nirupama Soundararajan Manisha Gupta Sanghamitra Sahu May 2008 INDIAN COUNCIL FOR RESEARCH ON INTERNATIONAL ECONOMIC RELATIONS Foreword The retail sector is expanding and modernizing rapidly in line with India’s economic growth. It offers significant employment opportunities in all urban areas. This study, the second undertaken by ICRIER on the retail industry, attempts to rigorously analyse the impact of organized retailing on different segments of the economy. No distinction has been made between foreign and domestic players, in analyzing the impact of the increasing trend of large corporates entering the retail trade in the country. The findings of this study are based on the largest ever survey of unorganized retailers (the so-called “mom and pop stores”), consumers, farmers, intermediaries, manufacturers, and organized retailers. In addition, an extensive review of international experience, particularly of emerging countries of relevance to India, has also been carried out as part of the study. The study estimates that the total retail business in India will grow at 13 per cent annually from US$ 322 billion in 2006-07 to US$ 590 billion in 2011-12. The unorganized retail sector is expected to grow at approximately 10 per cent per annum with sales rising from US$ 309 billion in 2006-07 to US$ 496 billion. Organized retail, which constituted a low four per cent of total retail in 2006-07, is estimated...
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...Sectia Master: Marketing si negocieri de afaceri LUCRARE DE DISERTAŢIE MIXUL DE MARKETING STUDIU DE CAZ AVON COSMETICS ROMÂNIA SRL - 2007 - CUPRINS introducere.......................................................................................................................3 CAPITOLUL I........................................................................................................................... 3 STRATEGIA DE PIAŢĂ - COMPONENTĂ ESENŢIALĂ A POLITICII DE MARKETING.. 3 1.1. CONŢINUTUL SI LOCUL STRATEGIEI DE PIAŢĂ........................................................ 3 1.2. TIPOLOGIA STRATEGIILOR DE PIAŢĂ.......................................................................... 5 CAPITOLUL II........................................................................................................................... 7 MIXUL DE MARKETING......................................................................................................... 7 2.1. POLITICA DE PRODUS..................................................................................................... 8 2.2. POLITICA DE PREŢ......................................................................................................... 14 2.3. POLITICA DE DISTRIBUŢIE........................................................................................... 20 2.4. POLITICA DE COMUNICARE...............................................
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...indicadas como alteraciones y (2) que esta nota de copyright esté incluida sin modificación en cualquier copia. Cualquier uso o distribución de este documento está prohibido sin el consentimiento expreso de la IEEE. Use este documento bajo la condición de que asegure y mantenga fuera de toda ofensa a IEEE de cualquier y toda responsabilidad o daño a usted o su hardware o software, o terceras partes, incluyendo las cuotas de abogados, costes del juicio, y otros costes y gastos relacionados que surjan del uso de este documento independientemente de la causa de dicha responsabilidad. do r IEEE PONE ESTE DOCUMENTO A DISPOSICIÓN TAL CUAL ESTÁ, SIN GARANTÍA ALGUNA, EXPRESADA O IMPLICADA, COMO LA EXACTITUD, CAPACIDAD, EFICIENCIA COMERCIAL, O FUNCIONALIDAD DE ESTE DOCUMENTO IEEE NO SERÁ RESPONSABLE DE CUALQUIER CONSECUENCIA, INDIRECTA, FORTUITA, EJEMPLAR, O DE PELIGROS ESPECIALES, AÚN...
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