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

print page
Tell A Friend
Bookmark

Case Categories

Positioning, Repositioning, Reverse Positioning Strategies Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

Old Spice: P&G's Repositioning Strategy

Publication Year : 2006

Authors: Kumar Satyaki Ray

Industry: Male Personal Care

Region:US

Case Code: POS0025K

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
OR





Abstract:
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

Contents:

  • 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?

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-500 082, Telangana, INDIA, E-mail: casehelpdesk@ibsindia.org

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap