Business Case Studies, Positioning, Repositioning, Reverse Positioning Strategies Case Study, Procter & Gamble, Old Spice

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Positioning, Repositioning, Reverse Positioning Strategies Case Study

Case Title:

Old Spice: P&G's Repositioning Strategy

Publication Year : 2006

Authors: Kumar Satyaki Ray

Industry: Male Personal Care


Case Code: POS0025K

Teaching Note: Not Available

Structured Assignment: Not Available

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Since its inception in 1937 by the Shoulton Company, USA, Old Spice ruled the market for men’s personal grooming products. Since the mid seventies, Old Spice was struggling with its image of an old brand, incapable of catering to contemporary tastes. This resulted in reduced sales and loss of leadership status in the market. However, the scenario changed when Procter & Gamble (P&G) acquired Old Spice in the 1990s. The case examines P&G’s strategies to revamp the archaic image of Old Spice, with respect to the 4 Ps of marketing (product, price, promotion, place) and its efforts to regain its lost leadership status. The case also analyses whether P&G’s efforts to transform Old Spice into an unbeatable male power brand, would bear fruit.

Pedagogical Objectives:

  • To understand and familiarise the concepts of brand and role of branding in marketing strategy
  • To understand the concept of brand equity and how to create and retain that
  • To understand the concept of positioning and repositioning in brand management
  • To analyse the operational aspects of revitalising a brand.

Keywords : Procter & Gamble, Old Spice, Repositioning, Brand management, APD (Antiperspirant Deodorant Market), Marketing support, Marketing Strategies Case Study, Market composition, Legacy brand, Market research, Communication blitzkrieg, High endurance, Red Zone, Unilever, Gillette, Mega brand


  • Old Spice: The Rise & Fall
  • P&G: The Backdrop of the Acquisition
  • Old Spice: The P&G Way
  • Old Spice: Mega Brand on the way?

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