Old Spice: the Man Your Man Could Smell Like

WU Marketing Post Module Assignment
Old Spice: The Man Your Man Could Smell Like

Student: Gabriel MITRACHE

Old Spice ‐ overview
• • • Launched in 1938 Nautical themed line of man grooming products Brand identity – masculine sex‐appeal
Competences Customers Collaborators Personalities Context Massive growth  opportunity (market  increase) Strong brand heritage  – iconic in North  America Competitors

Main / direct  Delivering feel of  Young males  competition (Axe  masculine sex‐ (aged 18‐35) – & TAG) appeal as users*

Technical abilities  Girlfriends for  Retailers Indirect competition  for delivering a  their boyfriends (budget or luxury  good product grooming  products) Other personal grooming brands Mass‐media

Aging product Development of on‐ line communication  channels

*Due to aging, customers shift in and out of the target range.

Old Spice ‐ overview
Product Made a difference in  market share and  sales Personal grooming habits changing  require new matching  products Heritage ‐ iconic brand in North  America Price Should match its  direct competitors  price range Should take into  account the important  marketing efforts in  promotion* Place Readily available Promotion Had an important  impact in market  share and sales New promotion  should combat  perceived aging of the  product and attract  new customers Directed at  influencers and buyers  (women) alongside  consumers (men)

* high marketing expenditure (at least perceived by the consumers) correlated with higher selling price

Buying decision
Study shows that men tend to stay loyal to a specific brand for a long period of time so the acquirement of new customers should be the focus as this would most likely lead to generating long‐time customers.
Initial  purchase

Repurchase

Utilization

Unless  unsatisfied or  eager to try  something  new

For increasing market share: • Focus on acquiring new customers • For guaranteeing high retention rate:  Offering... [continues]

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