Old Spice Case Strategic Marketing
analysis for P&G management team of the case:
The Man Your Man Could Smell Like
18 September 2011
Discussion agenda
•
•
Big Picture and how Old Spice campaign could influence it.
What are those business goals?
•
•
Old Spice marketing strategy – where to shoot?
Product line – who is the next ‘product hero‘ after the body washes?
•
•
Promotion and all about media and communication
Answering key questions: • Why campaign is succesful? • Should Old Spice campaign be continued? • If yes, within which strategic direction? Summary of marketing opportunities.
•
Cascading Business Objectives
Let‘s restore and speak about Old Spice ‘big picture‘ puzzle drawn on figure 1. BUSINESS GOAL & STRATEGY OLD SPICE MARKETING STRATEGY Product Communication strategy & Promotion Media strategy Price How to achieve business goal? • It couldn‘t be achieved via communication tools only. It depend on other ‘P‘ that integrated into marketing strategy.
• Thus lower levels should be logically aligned and contribute into business objectives deliverables. Place
Advocacy on next steps will be built on this simple principles aiming to deiver business objective for the brand and the company.
Social media strategy
Figure 1. Showes place of each startegic component relatively business goal.
P&G BUSINESS GOALS and STRATEGY
Business Goal: gain 20% market share in deodorant products*, total market value worth US $ 1 billion and overtake Unilever with futher market lead.
Some assumptions are drown for P&G business strategy related to Old Spice to provide with more precise advocacy.
1.
Maintain company harmonized portfolio: Gillette ‘shaving‘ vs. Old Spice ‘grooming‘. To continue with ‘grooming‘ functional products for Old Spice.
2. Build brands people wants to have Awake, rejuvenate brand and make it ‘hot‘.
3. Leverage on company strength. --> To apply premium perfumery know-how to drive volume/value via appealing ‘scent‘ collectables and
The Man Your Man Could Smell Like
18 September 2011
Discussion agenda
•
•
Big Picture and how Old Spice campaign could influence it.
What are those business goals?
•
•
Old Spice marketing strategy – where to shoot?
Product line – who is the next ‘product hero‘ after the body washes?
•
•
Promotion and all about media and communication
Answering key questions: • Why campaign is succesful? • Should Old Spice campaign be continued? • If yes, within which strategic direction? Summary of marketing opportunities.
•
Cascading Business Objectives
Let‘s restore and speak about Old Spice ‘big picture‘ puzzle drawn on figure 1. BUSINESS GOAL & STRATEGY OLD SPICE MARKETING STRATEGY Product Communication strategy & Promotion Media strategy Price How to achieve business goal? • It couldn‘t be achieved via communication tools only. It depend on other ‘P‘ that integrated into marketing strategy.
• Thus lower levels should be logically aligned and contribute into business objectives deliverables. Place
Advocacy on next steps will be built on this simple principles aiming to deiver business objective for the brand and the company.
Social media strategy
Figure 1. Showes place of each startegic component relatively business goal.
P&G BUSINESS GOALS and STRATEGY
Business Goal: gain 20% market share in deodorant products*, total market value worth US $ 1 billion and overtake Unilever with futher market lead.
Some assumptions are drown for P&G business strategy related to Old Spice to provide with more precise advocacy.
1.
Maintain company harmonized portfolio: Gillette ‘shaving‘ vs. Old Spice ‘grooming‘. To continue with ‘grooming‘ functional products for Old Spice.
2. Build brands people wants to have Awake, rejuvenate brand and make it ‘hot‘.
3. Leverage on company strength. --> To apply premium perfumery know-how to drive volume/value via appealing ‘scent‘ collectables and