Old Spice Brand equity

8/9/2019 Old Spice Brand equity

http://slidepdf.com/reader/full/old-spice-brand-equity 1/22

EsPras

PrakRa

Sand





History

% he ld S!ice brand has been aroundsince '()*+

% ,t was originall# manu"actured as ana"tersha-e b# the Shulton .om!an#"ounded b# /illiam 0ight"oot Schult1+he# established a nautical theme "orthe !roduct with colonial sailing shi!s as

a trademark+% Proctor & Gamble !urchased ld S!ice

in 2une '((3+ he# recentl# introducedman# "orms o" deodorant sticks$ bod#washes$ and bod# s!ra#s in a -ariet# o"scents+



Wieden & Kennedy

% o a!!eal to a #ounger crowd 4'56)78 and com!etenew bod# s!ra#s+ Proctor & Gamble in-ested an es9'33 million with Portland’s /ieden & :enned# age

% /ieden & :enned# are known "or their o""beat cam"or ;ike$ ESP;$ arget and Miller <igh 0i"e+

% /ieden & :enned# ha-e the ca!abilit# and e=!ertisa!!eal to #ounger audiences >talking with them as to at them+? according to .arl Steale#$ the ld S!icemanager+



“Experience Is Everything”

% A"ter landing the ld S!ice account/ieden & :enned# started the>E=!erience ,s E-er#thing? cam!aignrel#ing on ><eritage and <umor+?

% o di""erentiate themsel-es "rom A=e$/&: ha-e taken a di""erent angletowards the same niche b# using the

ld S!ice brand legac# as a bene"itrather than a burden+ he !roduct is>authentic? rather than trend#$masculine rather than >metro? and oldschool rather than just old+



“Experience Is Everything”

% he# ha-e linked the brand to worldl# e=!erience$ and that it’s users are not swa#ed b# "ashion but b# qualit#+% Masculinit# and classiness is strongl# em!hasi1ed in b

!rint ads and @ s!ots+



Wesite

heir nautical themed website "eatures links to !roduct in"onews$ and a !age to test #our >e=!erience? to see i" #ou aro" wearing ld S!ice+ or those who are not a >'33B e=!eman? the# o""er ad-ice on things like gi-ing a good handshhow to a-oid getting singled out in a !olice lineu!+



!RODUCT"

%.onsist o" Products like C% >.lear Gel?

% >resh .ollection?

%>Sweat De"ense?% >,n-isible Solid+?



Ind#stry Overvie$

% Market Share ld S!iceC

% )*+B 6 Men’s Deodorant% +B 6 Men’s ragrance

% 'B 6 Sha-ing .ream

% ther brands showing a high degree o" com!etition



%'or Co(petitors

% Axe anti!ers!irant and deodorant targets essentiall# target audience as ld S!ice+ A=e’s brand immarketingF!romotion is more "ocused on !ure se= aad-ertisements de!ict men who attract good6lookingre!resented b# models that !roject se= a!!eal+ he id

using the !roduct makes men smell "resh$ look cbecome desirable+

% ther brands like Gillette$ AE etc along with mabrands+



Ind#stry )ttrctiveness

PRER’S ,@E R.ES

• Threat of New Entrants: Low•Bargaining Power of Buyers: H•

Bargaining Power of SuppliersLow

• Threat of Substitutes: Low•

Rivalry Among Eisting



*rnd ssocition+o,d spice

% Brand association is anything which is deep seated incustomer’s mind about the brand.

% <umour$"un and sur!rise

% Mantra like Hsmell like a man$man’$ Hsmell better than #ourseHSmell the Power’

% <igh brand association with the s!okesman’s image such as"unn# gu#$ s!orts !erson$ sel" con"ident and strong

% Shi! and sailor

% ld

% Red colour



-!.s

Product-old spice% he brand is "ocused largel# on the male demogra!hic

% ,t o""ering !roducts such as cologne$ a"ter sha-e and otsha-ing accessories+

% he !roduct lines are e=!anded !rimaril# based on sce!roduct t#!e

% Itili1ation o" a similar color scheme containing red or w!ackaging$ -arious sailing shi! logo and >ld S!ice? wrclassic cursi-e+



!rice+o,d spice

% ld S!ice anti!ers!irantFdeodorant !roducts ha-e a !rice ra9'+J3 to 97+)(+

% his is re"lecti-e o" a strateg# that ld S!ice o""ers a range ode!ending on consumer !re"erence o" scent andFor !er"orma

% A smaller container with a basic scent was !riced at 9'+J3$ wmeets the needs o" someone who is !rice conscience$ but a

recogni1es the -alue and qualit# o" the ld S!ice brand+% ld S!ice’s <igh Endurance and Red Kone lines ha-e highe

le-els$ as the# suggest better !er"ormance+ ,n addition$ theseha-e more scent o""erings+





Place-old spice

% Grocery Stores% Wholesalers

% Pharmacies

% nline Shopping

% !iscount Stores



!ro(otion+o,d spice

% Ad-ertisements% Su!er Lowl .ommercial6553$333 -iews in "ew hours

% outube ad-ertisements

% Swag cam!aignN ,ncreased sales b# 733B

% Personali1ed -ideo res!onsesN Success"ul cam!aign



Wht $or/ed0

% Short and Sna!!# -ideo content% Multi!le commercial qualit# -ideos

% :e!t the "ans engaged 4!ersonali1ed -ideo re!lies8

% Market e-er#where at once

% rust in the team 4the idea o" "ast and absurd humour8N-ideos in 5 da#s





% ld S!ice "ound itsel" losing momentum o-er the !ast "as A=e grooming !roducts$ owned b# Proctor’s ri-al Inha-e been e=!eriencing ra!id growth+

% ,n the (3s the# saw their brand image was deterioratingas >less se=#?+ /ho wants to smell like their grand"athe

these other ads are !romising instant "emale attentionO



"#ggested C(pign

% ocus on #oung age% Lrand Association "or !resent and targeted grou!

% A-oiding o-er masculinit#

% ,ncor!oration o" essence o" se=ualit# and gender attrac



T HA N " #$ %

& A

Documents

Old Spice Brand equity