Old spice brand positioning. Old Spice: Repeating Success in the Face of Competitive Threat 2019-01-07

Old spice brand positioning Rating: 8,4/10 210 reviews

Old Spice: P&G's Repositioning Strategy

old spice brand positioning

As brands have been recognized for their economic value, companies have sought out brands to buy for attractive managerial opportunities that they offer. Over time, this has been spectacularly successful. However, what Old Spice does demonstrate is that having good formulas is important, but having excellent branding and marketing is even more important when creating a unique brand. This would give Old Spice the opportunity to introduce someone fresh, while at the same time avoiding loosing the many dedicated Mustafa fans. This ad Campaign came as Creative, Efficient, Strategic way of communicating the brand personality to the masses.


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Cosmetic Brand Review

old spice brand positioning

At the peak of their buzz Old Spice gathered a creative team, digital strategists and development producers for two and a half days. The campaign has also been making use of Facebook, encouraging users to pose questions, and posting the video responses on its official Facebook page. About the author: With over twenty five years of company naming and branding expertise, Tungsten founder is a marketing and advertising veteran, having personally named over 250 companies, products and services worldwide. This was a big time for The Shulton Company. This is one of the main reasons as to why social media thrives. And with them using essentially the same formulas they can increase leverage over suppliers to get huge discounts on raw materials. The majority of online videos that fail to spread within the first 24 hours never become popular.

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Marketing Campaign Success

old spice brand positioning

They leveraged Twitter, Facebook, Reddit and blogs. The current line up — and there are the numbers: Total them up, onwards? This has the added advantage of having advertising that appeals to women who make most of the purchasing decisions in households anyway. Customers consisted mostly of elderly men, however, and the brand was thought to be in decline. And the body wash is not much different. Expansion in emerging markets 2. Bringing in new customers 6.

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Old Spice SWOT Analysis

old spice brand positioning

Those male notes are quite specific, to the nature of the quality of the brand scent. This would benefit fitness-clubs and give their targeted segment a chance to try Old Spice. The Spice-Off: There are few things that create culture and stick as easily to a mind as a catchy jingle. The winner would become the official Old Spice Girl and be featured in their next commercial. However, if you find any ambiguity kindly help us improve. We Are Social, wrote about how the viewing figures looked like. Having an icon for the campaign made the campaign very successful.

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Cosmetic Brand Review

old spice brand positioning

Though they have had few ambassadors in the past, none of them talked to themselves, leave alone talk with the audience. This would look something like this: Make it easier to interact with the brand: All though the YouTube campaign generated massive interest, not everyone feels comfortable uploading videos to YouTube. Ship Recovery and Ship Grand Turk were used on both after shave and cologne for the next several years. This initiative would also give them an opportunity to publicly appreciate their devoted female fans. He can be reached at 201-530-5360. And be sure to see our free report if you want to. These appeals being humor and sex.

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2013 Old Spice IMC Analysis

old spice brand positioning

It is well done and it appeals to peoples' egos - but there is something more, too. This demonstrates just how dependent the success of any cosmetic is on the marketing of the brand. It was founded by William Lightfoot Schultz in 1934 and began by creating products for women in 1937, closely followed by male cologne in 1938. The sales numbers were taken from June, before the social media component even launched. The Team Who Made Old Spice Smell Good Again Reveals What's Behind Mustafa's Towel. There was nothing cool about it at all. Similarly to the beginnings of the Swagger campaign, this alternative would see promotion and rebranding of a different scent within Red Zone product line.

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Old Spice Brand Positioning and IMC

old spice brand positioning

They needed to rejuvenate the aging brand and make it relevant and interesting to a whole new generation. In a social media environment, consumers tend to rate attention and praise higher than a tangible prize. The new profile would be considered a supplement, not a replacement for the original character. The brand had a managerial value in that it offered an opportunity for brand extensions in the broader category of grooming products. Brand Repositioning and Types of Brand Repositioning Brand Repositioning is changing the positioning of a brand.

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Strategic Brand Management

old spice brand positioning

Availability of cheap substitutes and fake products affects brand image Opportunities 1. Within a week, the campaign harvested more than 40 million YouTube views. Since the Old Spice brand required considerable advertising expenses, certainly managers expected an immediate payoff in terms of sales to justify these costs. The social media platforms are used very creatively by the brand. Specificity is important with video content sharing. Also, the products are available in malls and stores like Walmart.

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Marketing 199 Midterm Chapter 8 Flashcards

old spice brand positioning

Hence, for most developed countries it is a mid-range product. Old Spice for men followed in 1938. . If you are looking to start your own line, focus your efforts on figuring out what makes your story different rather than what makes your formula different. Purchasers of Old Spice are likely then, to be of either gender, probably in the 18-49 demographic, and somewhere in the middle class range. Combining previous Swagger strategies with this campaign allows for targeting to remain aimed at a loyal and known customer base, whilst extending product offering to body wash. And, as noted, the first Old Spice product was a fragrance called Early American Old Spice for women, introduced in 1937.

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