Case Study: Old Spice: Repeating success in the face of a competitive threat
- Market-based considerations for your paper:
- Give an overview of Old Spice’s product line
- Describe the market for men’s care product lines and the competitive environment Old Spice faced as they looked what they should do with their product line
- With the competitive environment the way you’ve described, detail why Bodywash is an opportunity
- Customers
- What are the customer segments for Old Spice?
- What are the customer segments for Body Wash and are they the same as Old Spice’s customer segments?
- Branding & Positioning & GTM (go-to market) considerations for your paper:
- What are the challenges Old Spice risks in trying to launch products around a brand that is ‘stale’ or considered ‘old’ and underperforming?
- Given the market and the customer segments what was Old Spice’s best target for their concept and why?
- What are the risks from competitor’s (esp Dove)?
- What have you ascertained to be the best positioning for Old Spice in this market and why?
- What were the core insights about the target customer segment that drove how they marketed Old Spice?
- Why (or why isn’t) the SuperBowl the best place to launch the ad campaign for Bodywash considering it is so expensive?
- What considerations should Old Spice make in terms of channels and why?
- Analysis
- Why (or why was it not) a good decision for Old Spice to focus on body wash given their existing, successful portfolio? (make sure to reference the case and the case exhibits were relevant)
- Required Diagrams:
- SWOT Analysis
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