“OLD SPICE: THE MAN YOUR MAN COULD SMELL LIKE” CASE
KEY SUCCESS FACTORS OF THE CASE
3 C out of 5 C analysis in Marketing worked very well. 5 C are…. - Customers - Competitors - Competent - Collaborators - Context * Collaborators who are ad agencies in this case may be one of the reasons of success but I exclude it because it is hard to major how the ad design are unique and clever in a numerical way.
SUCCESS FACTOR 1 “CUSTOMERS”
Organize the Old Spice brand into 3 product line
• • •
“Classic” Retain loyal customers “High Endurance” aged 18-35 all, but found difficulty “Red Zone” New demographic Appeal to new demographic which competitors did not use.
Include women as a “new” decision maker to buy goods
There are women behind aged 18-35 men. The new customers had a big influence on the success.
SUCCESS FACTOR 2 “COMPETITORS”
Shared the men’s grooming products industry with gig two competitors Unilever’s Axe and TAG
Experienced declining sales by competing with the competitors directly Learned a difficulty to grab the market share in a same way as competitors did.
The result says ‘No big competent among competitors.” They could not compete with their own product features.
SUCCESS FACTOR 3 “CONTEXT”
Changing the market (toward maturity stage) Hot-selling products shifted from “daily use” (masculinity and shaving) to “for glooming” (technical deodorant like odor-fighting) New Tool Emerged social network as a new tool and utilized them better than competitors. (like Lady Gaga case)
IN ADDITION TO THEM, “CHALLENGED RE-BRANDING”
“Re-Branding” They succeeded acquiring new customers while retaining a loyal customer who contribute their total sales constantly and strongly with the new marketing tool. P&G made a wise decision that they did re-branding not producing a completely new product. The advantage is that there is the loyal customer.
SHOULD P&G CONTINUE THE CAMPAIGN OR NOT?
YES, They should continue the campaign.
Please join StudyMode to read the full document