By: Sandra Olivarez Marketing Campaign Strategy
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By: S
andr
a Ol
ivar
ez
Marketing Campaign Strategy
Product Summary
.
• 77 years of production• Known for sailing theme & red packaging• 1st manufactured by Shulton Company, P&G purchased in
1990• Line includes: Shaving Cream, Aftershave, Deodorant,
Body Wash & Body Spray• Competes with Axe & Gillette
Mission Statement:“We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.” –P&G
Marketing Strategy
Strategy:• Create a
fun/sexy digital ad campaign that:• Stresses
masculinity• Appeals to
females
Target:• Men 18-34• Women who
shop for: • boyfriends • husbands• children
Tactics:• Social Media• TV• Cinema• Website
Old Spice
Solving for: • Increased market competition with Axe & Gillette• Male toiletries are purchased by females 70% of the time• Some men find body wash unmanly
Strengths•Successful Brand•Excellent Quality•Strong Distribution Channel•Diverse Product Portfolio•Strong Representation with P&G•Effective Past Ad Campaigns
Opportunities•Market Expansion•Appeal to Female Consumers•New Emerging Markets•Create New Products
Threats•Competition is expanding product lines•Competition is targeting same consumers•Some Customers have complained of product sensitivity to new scents
Weaknesses•Old Brand Perception•Outdated Packaging•Limited Target Market•Low Market Share•Competition is Strong
S W
TO
SWOT Analysis
Mind Map
Marketing
ProductsCampaign
Stak
ehol
der
Oppo
rtunit
ies
Marketing Firm
Targets
Spok
espe
rso
n
Isaiah Mustafa
Proctor &
Gamble
Wied
en+K
enn
edy
Paren
t Co
mpany
Shar
ehol
ders
Customers
Shaving Cream
Body
Was
h
After
Shave
Body
Spr
ay
Shaving
Scent
Shower
Deodorant
P&GWomen
Prime Time
Cinema
Webs
ite
Social Media
Facebook TwitterYouTube
TV
Super Bowl
Key players
Parent CorpYoung Men Th
ose l
oyal
Old Spice
Increase Brand
AwarenessStart Brand
ConversationsGrow
Mar
ket
shar
e
Female
Shoppers
Men 18-34 yrs old
Btwn CouplesFrom
Competition
Social Media
New Cu
stomers
Increased Brand Awareness• Viral YouTube traffic
– 5.9 Million views day 1– Social Media Interaction– 1st month:
• Twitter followers + 2700%• Facebook fans + 60%,
interactions +800%• Oldspice.com traffic +
300%• YouTube subscribers +
130%Sales Growth• 37% over previous 5 years
Results
Recap
Questions/Comments?
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