Business Case Studies, Brands & Branding and Private Labels Case Study, Old Spice, Brands & Branding and Private Labels Case Study

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Brands & Branding and Private Labels Case Study

Case Title:

Old Spice: Strategies to Transform its Brand Image

Publication Year : 2007

Authors: Brinda Gothandapani, Bharathi S. Gopal

Industry: Home Appliances and Personal Care Products


Case Code: BBP0082B

Teaching Note: Available

Structured Assignment: Available

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Procter & Gamble’s Old Spice, a major player in the male personal care sector, was launched by Shulton Company in 1938. Although Old Spice was tagged as an Old Man’s Product since the 1970s, the product maintained its market leader position till early 2000. Ever since P&G acquired Old Spice in 1990, it has been aspiring to give Old Spice a spicy and younger appeal. Its reasons for revamping its historic image with generation X has become stronger with the success of Axe, an offering from its competitor –Unilever, in 2004. Old Spice in its struggle to regain its lost leadership status, is trying to make its old sailor whistle a new tune.

Pedagogical Objectives:

  • To understand the competitive scenario in the male grooming market in the US
  • To study the growth of Old Spice over the decades
  • To analyse P&G’s strategy to revamp its Old Spice brand, with a strong focus to retain its legacy
  • To study the positioning of the Old Spice’s new range of products.

Keywords : Deodorant industry, Axe, Old Spice, Brands & Branding Case StudyP&G, Reamping, Male Grooming Industry, Make Over, Voice of Experience, High Endurance, NASCAR, Unilever, RedZone, Right Guard, Repositioning, Gillette

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