Best Case Solution: Old Spice: Repeating Success in the Face of Competitive Threat

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Old Spice: Repeating Success in the Face of Competitive Threat
Case Study Analysis Solutions
This Case is aboutĀ BRANDING
PUBLICATION DATE: May 16, 2014 PRODUCT #: KEL786-PDF-ENG
In year 2009-2010 Procter & Gamble’s Old Spice brand needed to react to two significant challenges. First and foremost, subsequent to a successful rebranding of Glacial Falls scent into the Swagger (visit Kellogg Case #5-411-752), Old Spiceā€™s main brand team had to evaluate its alternative step in marketing.
The alternatives being considered included changing to marketing another fragrance continuing to advertise Swagger, marketing the umbrella brand, or putting an emphasis on body wash instead of on deodorant. This conclusion also included proposing the messaging as well as the media purchase for the alternative chosen.
Second, in combination with this specific problem, the brand team needed to choose if the messaging of its own promotion should react to rival Unilever’s new promotion for Dove for Men, which will be kicked off in an approaching Super Bowl spot. Pupils will step into the shoes of Mauricio O’Connell-among the assistant brand managers of Old Spice-as he along with his team brainstorm the best way to place the brand for another huge success.

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