Old Spice

Established in 1937, the Old Spice brand was owned by the Shulton Company until it was sold to Procter & Gamble in 1993. Focusing on men’s grooming, this brand’s marketing mix (product, price, promotion and place) indicates much about how Old Spice remains competitive in the current market. First, Old Spice has narrow but deep assortments of product lines. That is, it mainly deals with male’s grooming but provides a variety of products including antiperspirants, deodorants, bar soap, body washes, body sprays, after shaves, colognes and so on in order to satisfy the grooming needs of almost all men. Old spice’s products only have primary packages, which serve as the actual container. However, the packaging usually contains some sort of imagery

In this way, the packaging implies to potential customers that its scent will provide them with the attractiveness of lions. As a result, this inclusion of a simple picture often becomes an influencing factor in consumers’ purchasing decision. Moreover, the labeling on the back side of packages offers costumers information about both the ingredients of a specific product and the instructions about how to use it correctly. These messages could also have important impact on consumers’ decision making. Our chosen product for example, a stick of Old Spice Swagger deodorant, displays “The Scent of Confidence” on the front, which shows the customer that it is the same brand depicted in many of the popular advertisements. A funny slogan and product information is then all conveniently located on the back of the stick. Finally, Old Spice has developed an ad campaign called “Smellcome to Manhood” to promote its Re-fresh Body Sprays. This is an example of Old Spice’s unique selling proposition since the brand is trying to create a perception that its products contribute to being considered a

For example, a series of television ads that describe moms’ feelings while seeing Old Spice bring maturity to their sons were created to help with the “Smellcome to Manhood” campaign. Similarly, TV channels including Adult Swim, BET, Comedy Central and ESPN have contributed to the implementation of another advertising campaign called “Smell is Power”. Digital advertisements that appear in various areas of interest for men are also critical for Old Spice to reach potential customers. Although its prices are already extremely competitive, Old Spice still offers sales for some specific products. According to data from Procter & Gamble’s e-store, the original price of Matterhorn deodorant from its Fresh Collection is $5.99 but this product only costs $3.59 on sale. Moreover, the price of Bearglove men’s bar soap decreases from $2.49 to $1.49 during sales. Since price is one of the most significant factors that influences consumers’ purchasing decisions, these discounts could increase sales for certain products and bring in new customers. However, these sales are a double edged sword, as some people will invariably associate low prices with low quality. Therefore, it is possible that too many discounts will reduce consumer confidence in Old Spice’s products. Old Spice does not use personal selling to any meaningful extent, as this method is not necessary for