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
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.
Unless unsatisfied or eager to try something new
For increasing market share: • Focus on acquiring new customers • For guaranteeing high retention rate: Offering... [continues]
Cite This Essay
(2012, 04). Old Spice: the Man Your Man Could Smell Like. StudyMode.com. Retrieved 04, 2012, from http://www.studymode.com/essays/Old-Spice-The-Man-Your-Man-974246.html
"Old Spice: the Man Your Man Could Smell Like" StudyMode.com. 04 2012. 04 2012 <http://www.studymode.com/essays/Old-Spice-The-Man-Your-Man-974246.html>.
"Old Spice: the Man Your Man Could Smell Like." StudyMode.com. 04, 2012. Accessed 04, 2012. http://www.studymode.com/essays/Old-Spice-The-Man-Your-Man-974246.html.