The Man Your Man Could Smell Like
18 September 2011
Big Picture and how Old Spice campaign could influence it.
What are those business goals?
Old Spice marketing strategy – where to shoot?
Product line – who is the next ‘product hero‘ after the body washes?
Promotion and all about media and communication
Answering key questions: • Why campaign is succesful? • Should Old Spice campaign be continued? • If yes, within which strategic direction? Summary of marketing opportunities.
Cascading Business Objectives
Let‘s restore and speak about Old Spice ‘big picture‘ puzzle drawn on figure 1. BUSINESS GOAL & STRATEGY OLD SPICE MARKETING STRATEGY Product Communication strategy & Promotion Media strategy Price How to achieve business goal? • It couldn‘t be achieved via communication tools only. It depend on other ‘P‘ that integrated into marketing strategy.
• Thus lower levels should be logically aligned and contribute into business objectives deliverables. Place Advocacy on next steps will be built on this simple principles aiming to deiver business objective for the brand and the company.
Social media strategy
Figure 1. Showes place of each startegic component relatively business goal.
P&G BUSINESS GOALS and STRATEGY
Business Goal: gain 20% market share in deodorant products*, total market value worth US $ 1 billion and overtake Unilever with futher market lead. Some assumptions are drown for P&G business strategy related to Old Spice to provide with more precise advocacy.
Maintain company harmonized portfolio: Gillette ‘shaving‘ vs. Old Spice ‘grooming‘. To continue with ‘grooming‘ functional products for Old Spice.
2. Build brands people wants to have Awake, rejuvenate brand and make it ‘hot‘. 3. Leverage on company strength. --> To apply premium perfumery know-how to drive volume/value via appealing ‘scent‘ collectables and ‘up-trade‘ through premium touches.
* Mentioning in a case of ‘men‘s deodorant products market‘ is treated as ‘male grooming products‘, i. e. apart deodorants includes body washes and other male grooming products.
OBJECTIVE: Reach Business goal via REPOSITIONING (activates Volume/Value drivers): 1. To force more people to buy Old Spice - Opportunity utilization within male grooming product market growth. - Awareness is not an issue: its almost as high as ‘knowing the father‘. - ISSUES: Appealing, consideration and purchase: 1. new product line; 2. new communication; 3. core target audience shift: male users of grooming products, primary aged 18-35, secondary is older than 35. 2. Every consumer will buy Old Spice more often - Functionality vs. Collectability of scents. 3. From every sale business will earn more profit - The most premium product line to be promoted/communicated.
Objectives identified for product lines (table 1) help to find ‘Hero‘ for the promotion Line Classic High Endurance Red Zone OLD SPICE PRODUCTS Functionality Scent Objective Tradi Shaving to keep loyal customers tional Deodo Body basic, complete line (hairs & body), functional Hair prod. Newer rants Washes features; youth recruitment (more affordable) Time- premium, only body line, time-released scents B. Sprays released (perfumery); targeted at youth, up-trade
Table 1. Emphasize the objectives of each product line .
Which product line? Only High Endurance (HE)& Red Zone (RZ) are targeting the youth. ‘Voices‘ towards RZ: - 1 deodorant is enougth though you may want several of them with different smell - RZ premium & aspirational recruits in HE & uptrades to RZ, increases value RZ communication should ‘indulge into the gaime of smells‘
Which product item? Deodorants or Body washes – as 2 dominating products - Research identified male body washes suggested a massive growth opportunity
COMMUNICATION STRATEGY and What made the ‘Man...