PowerPoint Presentation

IMC

Presented By:

Rajeev Kumar PGCM4(1424)

Sahil Jain PGCM4(1429)

Submitted to: Prof S. Nanda

History

1934 founded by William Lightfoot Schultz

1937introduced for women

1938 Introduced for men

June 1990 Procter & Gamble Acquired Old Spice

2012 its iconic clipper ship logo replaced with a yacht, and targeting changed to young demographic segment

Brand Identity

As a symbol

As a person

As an organization

Brand as a product

Macho man

Bold and Appealing to women

Confident

Handsome

Sufficient Advertising Budget

Focus on customer engagement

Mens & women grooming brands

Americas iconic

Successful

Sailing ships

Racing yachts

David Aakers framework of brand identity

Brand as a symbol

Sift from boat to yacht logo

A small vessel for travelling over water

A medium-sized sailing boat equipped for cruising or racing

The Man your Man could Smell Like Campaign

55000 fans

oldspice.com* 9 times

from previous year.

The Man your Man could Smell Like-2010

Video Posting

Became Viral

10 million Views

rich of

Traffic Increased

Old Spice Cleans Up: Old Spices Body Wash sales have jumped since the campaigns February launchFebruary2010July 2010% GainHigh endurance$2.3M$4.6M100%Red Zone$1.1M$1.6M49%Liquid Body Wash$129.9$148.614.4%Dry skin defense Body Wash$8.2$164.51900%Odor Blocker Body Wash$35.8$649.61715%Overall$3503$7312106%

Analysis

Brand Rejuvenation

Shifting of Target Segment

Acquired by

Repackaging

Deodorant & Men grooming

Personality

Culture

Self image

Reflection

Relation

Brand Identity Prism Old SPICE

Like NFL player Isaiah Mustafa,

Bruce Campbell

American

Smell Like a Man

Suceessfull

Mark of Man

Authenticity,

Peformance,

Confidence

Social Media Campaign,

Youtube

Physical product

Brand Equity

Brand Awareness: TV ads, Social media promotion, Various campaign

Brand Loyalty: Twitter: 253k followers

Facebook: 2565887 likes

Brand Association: Wieden+Kenedy

Memorability: Logo

Fragrance

Skin Care

Anti Perspirant

Deodorants

Brand Architecture

Product Brand

Umbrella brand

Products

Brand Positioning

Year197019802013-14PositioningPositioned for father, and grandfather Slogan: Mark Of a ManFamily Oriented:Man with father and childrenSlogan: Mark of an ultimate ManYoung demographic of man or becoming manSlogan: Smell like a man

References

Aquino, J. (2011, February 10). The 10 most successful rebranding campaigns. BusinessInsider.com. Retrieved from

http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=1

2. Brand Profiles. (n.d.). Red, square Old Spice logo. Retrieved from

http://www.brandprofiles.com/oldspice-logo

3. Aquino, J. (2011, February 10). The 10 most successful rebranding campaigns. BusinessInsider.com.

Retrieved from http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=1

Brand Profiles. (n.d.). Red, square Old Spice logo. Retrieved from

http://www.brandprofiles.com/oldspice-logo

4. Keller, K. (2013a). Strategic brand management (4th ed., p. 114-119). Upper Saddle River, NJ: Prentice Hall.

5. Old Spice packaging. (2012). Retrieved from

http://www.oldspicecollectibles.com/FAQ and more/packaging.html

6. Procter & Gamble. (2011a). About Old Spice. Retrieved from

http://oldspice.newshq.businesswire.com/about

7. Traditional Bottles. (2012). Retrieved from

http://www.oldspicecollectibles.com/Bottles/traditional%20bottles.html

Thank You