Provide a 4 pages analysis while answering the following question: Building Customer Connection with Old Spice. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required. The brand attempts to illustrate that it can alter the lifestyle dynamics of the consumer, transforming their environment from one of mundane and commonplace living to one of excitement and thrill. “Old Spice” focuses on the tangible benefits of the product, unlike other product brands that position on pricing or premium quality, to illustrate the relationship between product and consumer needs fulfillment. The brand does an excellent job of blending lifestyle marketing, relationship marketing, and elements of logic to appeal successfully to its target market. The advertisement (Appendix A) illustrates a typical, overweight male librarian in a split figure format, illustrating a transformative process from an ordinary, rather unattractive consumer to a stimulated and electrifying rock superstar. Under the VALS 2 model of psychographics, one of the main consumer segments is referred to as the Striver, one with generally low financial resources, but one who maintains a desire to attain wealth and achieve higher status in society (Boone &. Kurtz 213). The Striver profile is one that is very trends-focused and action-oriented, meaning they seek fun and excitement in their lifestyle (Boone &. Kurtz 213). Strivers believe that money is a significant justifier for better social status, often seeking to purchase products that are considered premium in an effort to emulate those in society with more financial resources.
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