Professional Documents
Culture Documents
Group Members:
Brandon Davis, Sam Gravois, Allison Koesters, Claire Koontz, Kirsten
Lucas, Sean Malone, Jake Oney, Audri Razzoog, Danny Rojek, Nell
Saunders, Abby Snyder, Emily Stephens, Justin Tulloch, Serin Waddell,
Luke Warren, Joshua Weidus
Table of Contents
Table of Contents 2
Introduction 3
Strengths 6
Iconic Brand Image 6
Social Media 7
Commercials and Advertising 7
Sustainability 8
History of Diverse Product Line 9
Weaknesses 10
Animal Testing 10
Target Market Confusion 10
Gender Portrayal 11
Opportunities 12
Workplace Environment 12
80th Anniversary 13
Womens Line 14
Green/Safer Products 14
Threats 15
A Shift Toward Small/Local Brands 15
Close Brand Competition 16
Competition Within P&G 17
Class Action Lawsuit 18
Strategic Recommendations 19
Monthly Subscription Boxes 19
80th Anniversary 20
Womens Line 21
NewSpice.com 22
Social Media 23
Animal Testing 23
Appealing to Lower Incomes 23
Conclusion 24
Appendix 25
Bibliography 31
Old Spice SWOT 3
Introduction
Procter & Gamble: it may be hard to believe that a company that manufactures close to
one hundred brands of products was once a startup business that sold only soap and candles.
Although it is now a multinational company, it all began with a simple handshake between two
men.
In the early years of the nineteenth century, Cincinnati, Ohio was a hub for monumental
growth because of its spot along the Ohio River. It was a prime location for transporting
materials to other key cities along the river, making it a popular destination for settlers and
migrants to make their home. Due to Cincinnatis plethora of meatpacking businesses, there was
an abundance of the byproducts fat and oil. These primary resources attracted candle maker,
William Procter, and soap maker, James Gamble to establish themselves in the lively town
known as Porkopolis (History of Innovation). The two met after marrying the Norris sisters,
Olivia and Elizabeth. The History of Innovation page on P&Gs website states, it was their
[the Norris sisters] father that noted his two sons-in-law were competing for the same raw
materials, which in turn led to him suggesting that Procter and Gamble become business
partners. In 1847, both of them put forward $3,596.47 to create a soap and candle business,
which would go on make a net profit of $37,000 less than a year later. By 1859, sales had already
reached $1 million. They had no idea that this family business would one day be known as the
largest and most profitable consumer good company in the world (History of Innovation).
In 1878, the second generation of the Procter and Gamble families became involved in
the company. They each took their own roles; Gambles sons working on research and
development and becoming the first CEO, and Procters son becoming the father of branding and
advertising. James Norris Gamble, the oldest son, did years of extensive research and eventually
Old Spice SWOT 4
introduced Ivory soap, a two-in-one product that was suitable for use in the home, such as on
clothing, dishes, and floors, as well as on the body. This was the companys first branded and
From there, P&G moved on to developing other products, one of the most notable being
Tide detergent. This washday miracle became the leading laundry product in the country by
1949 because it did a better job than any other available detergent. Following closely were Oral
B toothbrushes, Pampers diapers, and Crest toothpaste, which are still leading products on the
market today (History of Innovation). What made these products especially notable and
successful was how revolutionary they were; they surpassed their competing brands with ease.
P&Gs widespread success in Cincinnati led to the spread of the business into the rest of
the country, and eventually the world. The company now operates in Asia, Europe, Africa, Latin
America, and North America (Where We Operate). This widespread success continues on,
resulting in net sales of $65.3 billion in 2016 (as seen in Figure 1). (P&G 2016 Annual
Report). At 44% of net sales, the majority of P&Gs success is in North America, but European
markets make up about a quarter of net sales. The remaining 33% is in the other regions P&G
does business with, such as China, Asia, and Latin America (as seen in Figure 2). According to
Forbes, the company now employs 110,000 people across the globe. P&G is 39th on the Global
2000, showing its success on all fronts in the business world (Procter & Gamble).
Product lines that P&G manufactures covers a number of different bases, from fabric
care, to grooming, to skin and personal care. Among the skin and personal care category is Old
Spice, the quintessential mens grooming brand (About Old Spice). However, it has not
always been the leader of the male grooming industry. It was originally produced by the William
Lightfoot Schultz and the Shulton company, founded in 1934. The product, known as Early
Old Spice SWOT 5
American Old Spice was introduced as a womens fragrance in 1837, followed soon after by
Old Spice for men in 1938. Interested in a colonial theme for the product, Schultz chose a
nautical theme for Old Spice. This is what brought on the traditional colonial sailing ship that is
Procter & Gamble purchased the entire line of Old Spice products in June 1990, starting
its journey to success within the company (History of Old Spice). When it was acquired, its
popularity and sales were showing signs of declining (Neilly). However, once P&G took over,
Old Spice was marketed towards younger men as well and in light of that, they have rebranded
and enhanced the company by introducing new products and continuing with many of their
original lines. Today, their product line includes mens deodorant, body spray, body wash,
Procter & Gambles Mission: P&G will provide branded products and services of
superior quality and value that improve the lives of the worlds consumers, now and for
generations to come. 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
Procter & Gambles Values: P&G has many values that it lives by, showing the high
standard it holds itself to. Those values are integrity, leadership, ownership, trust, and a passion
for winning. Descriptions of each value are proudly displayed on the companys website
Procter & Gambles Emphasis: The emphasized standards that P&G holds itself to are as
follows: show respect for all individuals, the interests of the company and the individual are
inseparable, strategic focus on work, innovation is the cornerstone of success, seeking to be the
Old Spice SWOT 6
best, valuing mastery, an external focus, and mutual interdependency (Purpose, Values, &
Principles).
STRENGTHS
Iconic Brand Image- One significant strength of the Old Spice brand is its iconic brand
imaging. The massive product line all share the easily recognizable packaging: a bright
red bottle, sailing ship logo, and the red and white Old Spice script lettering. The classic
ship, which has appeared on Old Spice bottles since its beginning in 1938, was made to
resemble either the ship The Grand Turk or the ship Friendship (As seen in figure 3).
During the mid 1990s, Old spice changed the older looking clipper ship to a more
modern yacht, still keeping with the nautical theme, but changing it to create a more
modern feel (Old Spice Packaging). However, ultimately, the brand realized that the
iconic clipper ship was a part of what made their brand image so strong, hence, the
classic ship is what you will find on the packaging today. While their newer lines all have
unique looks of their own, with modern graphics and colors, you will still find the Old
Spice script lettering and classic ship front and center. Even the color of packaging is a
strength. Studies have been done proving the attractiveness of the color red to many
consumers. It catches the eye and is more appealing than other colors, therefore Old
Spices red packaging naturally helps ensure their product is a top seller (Zerbe).
Continuing with their nautical theme, the classic buoy-shaped bottle (As seen in figure 4)
of their original after shave products is a favorite of many, and the company has kept this
iconic shape to hold onto to its legacy. The nautical ambiance and theme that Old Spice
Social Media- Old Spice has a strong social media presence on platforms such as Twitter
and YouTube. As of October 16, 2016, Old Spice has 223 thousand followers on Twitter
and over 595 thousand subscribers to its YouTube channel and over 327 million views
across all of its videos, with many videos surpassing 10 million views each.
Comparatively, these numbers are huge as AXE, one of Old Spices main competitors,
only has 134 thousand followers on Twitter and 43 thousand YouTube subscribers. Old
Spice also does a spectacular job engaging customers through social media by quickly
replying to tweets that complain about their product, asking the customer to direct
message them, so the problem can be solved on a personal level. This action can be seen
several times on Old Spices Twitter page, and two specific instances of this would be
when Old Spice replied to tweets by @morgyman and @blakesyms12 (As seen in figures
5 and 6). Both of those specific tweets that they replied to were about different issues, but
Old Spice took similar action in both cases by reaching out for more of a personalized
solution by asking the people with issues to DM them. By trying to personally fix
consumers problems Old Spice is building customer loyalty. Old Spice is reaching
Commercials and Advertising- Old Spice also has a strength in their advertising
commercials. Old Spice commercials are fun to watch and they reach many people. The
commercials have reached consumers over 1.2 billion times as of August 2010 (Holthaus,
Old Spices New Ads). This goes to show how Old Spices commercials are growing
their brand awareness and name recognition. The commercials also feature celebrities
that are appealing to both men and women, such as the last celebrity spokesman, Isaiah
Mustafa. The ad campaign with Mustafa was rated as one of the best ad campaigns of the
Old Spice SWOT 8
21st century by Advertising Age (Top Ad Campaigns). The ad campaign with Mustafa
is a great strength because of its appeal to women in addition to men. Because the
commercial is appealing to both genders, Old Spice is more likely to be bought whether
either man or woman goes to buy deodorant. Besides a strong presence in commercials,
Old Spice is gaining advertising in a variety of ways. For example, the last mile of the
Flying Pig Marathon in Cincinnati, Ohio is called the Old Spice High Endurance Mile to
the Finish. This is a strength because it allows Old Spice to reach and stay in the minds
athletic men and women who would be more likely to buy their products if they associate
it with something they are familiar with and passionate about. (Holthaus, Lipstick on a
Pig), This type of exposure allows them to expand their market share, grow
Sustainability- One strength Old Spice has in the market, is its sustainability and social
While Old Spice is making efforts to promote social responsibility and sustainability by
implementing policy that mandates all production power plants will be functional on
100% renewable energy by 2020, there are a number of things we suggest they can do to
recommend that Old Spice further expand on its strength of sustainability by exploring
sustainable materials, such as recycled packaging and developing better relations with
supply chain partners to ensure they are also operating in compliance with green and fair
trade practices. With further understanding of the global impact of their products and the
effects of their processes, Old Spice will be able to produce a product that is better and
Old Spice SWOT 9
more sustainable for the world, while building an image as an environmentally friendly
company.
History of Diverse Product Line- Another strength Old Spice possesses is its extensive
and deep product lines. Old Spice is not just a fragrance company anymore. It has done a
very good job of diversifying itself within the market. Old Spice exemplifies great
Washes, Body Sprays, Bar Soaps, Hair Care and Styling tools, Trimmers and Shavers,
Shave Gels and Colognes, as well as product line depth with many different scents within
these product lines. From P&Gs acquisition of Old Spice in June of 1990, they have
worked hard to reimage the Old Spice brand from just your grandfathers deodorant to
a diverse product mix of cosmetics with a new, youthful image. Old Spice has kept its
original Classic Scent, while also expanding to many new scents to appeal to the
younger target market. To fit their growing product line and reformed youthful image, in
2008, Old Spice started an ad campaign that emphasized the heritage and history of their
product line to younger generations, calling Old Spice Products, "The original and
stating If your grandfather hadn't worn it, you wouldn't exist (Old Spice, Wikipedia).
Old Spice has long utilized its history as a strength to provide credibility when
persuading young men to use their product. An example is, again, the 2010 ad campaign
with actor and former NFL football player Isaiah Mustafa. Old Spice utilized Mustafa in
order to respond to the growing popularity of foreign competitor AXE among adolescent
boys. This Smell like a Man, Man campaign utilized Old Spices long history and
heritage in the market and positioned Mustafa to act as a well experienced expert who
would guide young men into masculinity. The appeal of this strength is explained by the
Old Spice SWOT 10
quote, "A big question for us at the time was the name and whether the brand could be
relevant to young men moving forward. An early and key decision was to turn this
perceived weakness into a strength. With its 70-year brand heritage Old Spice was
WEAKNESSES
Animal Testing- In this day and age, consumers are constantly becoming more
environmentally and ethically conscious. Many people will now put more research into
the products they are buying, and allow their buying decisions to be swayed by issues that
are important to them. One issue that has come to the forefront of consumers minds is
animal testing. Old Spice does in fact test their products on animals before bringing them
to consumers. This is seen by many as a form of animal cruelty, and creates a negative
view of Old Spice for some consumers. P&Gs website claims that they only conduct
animal testing in places where it is required by law, but this still leads to many issues
with consumer acceptance. In order to counteract this, P&G has put some research into
alternatives to animal testing, but they dont make their efforts very well known to their
customers. However, since this is a growing concern amongst many consumers, Old
Spice needs to listen to customers in order to better understand what methods they think
are acceptable, and to show them that they are willing to change their practices in order to
benefit everyone.
Target Market Confusion- The Old Spice commercial campaign has always been full of
historical foundations, generational differences, and flashy slogans. Despite this and its
Old Spice SWOT 11
consistent coloring, lettering, and script, the one weakness that its advertisements have
had is losing sight of the past. Old Spice began its advertising with the point in mind to
cater to the manly outdoorsman. In 1972, it released its Wake up with Old Spice
campaign (VintageC OmPlus). This strand of commercials gave any grown man a
refreshing feeling of relief to their typical fragrance and body wash smells. A problem
with the evolution of Old Spices advertisements is that it has lost its older audience and
its historical roots. New commercials cater towards a younger audience and more modern
interests. Instead of fragrances being refreshing and purifying, they have become stronger
and more complex. In todays business world, managers, CEOs, and bosses arent exactly
looking for the intensity of a Bearglove Wild or a Swagger Red Zone, And because
of this, Old Spice has lost much of its older, more professional audience and, as a result,
many potential customers. It has not made up for it in advertisements either. The shirtless
ladies men, movie stars, and race car drivers may seem attractive during the Superbowl,
but when the work week starts back on Monday, people are looking for a clean and
neutralizing scent that will warm employers and mask body odor. Old Spice has begun to
abandon its history and because of it, is losing its original consumer base.
feat; one that Old Spice is struggling with. Looking back at Old Spices campaigns, such
as the Smell Like a Man and Legends, women, but more specifically, men have
stereotypes thrust at them. The commercials for the Smell Like a Man campaign
already suggests that you are not a true man unless you smell like one. Spokesperson
Isaiah Mustafa even addresses the women watching the commercial to compare their
man to himself, later telling the women that their man can be more like him if they
Old Spice SWOT 12
buy Old Spice (The Man Your Man). Not only the commercials, but the different
scents available suggest a stereotypical man. Just to name a few, fragrance scents include:
champion, wolfthorn, hawkridge, and lionpride. These scents portray that a real
man would only smell like someone who spent a lot of time outdoors and must be an
achiever. A male can be identified as a man in many different ways, but the definition
Old Spice is portraying does not encompass all the facets each different man can have,
which limits even more of the market in which they are trying to sell to.
OPPORTUNITIES
Spice is vital in order for the company to stay ahead and retain customers. How can you
take a brand around 80 years old and transform it to think like a start-up? Old Spices
innovation is solely dependent its employees; therefore, the start-up mindset starts with
communicate ideas, and stay productive. Management can greatly hinder or boost
employees potential. In a traditional hierarchy, employees may feel the pressure to think
about their everyday small tasks, instead of thinking big. Employees also may not have
the chance to communicate their valuable thoughts or ideas to upper management, due to
the number of layers an employee must go through in order to reach upper management.
thoughts directly to upper management, this nature leads employees to think big, because
they are then able to see how their creativity and thoughts can directly impact a company.
Although Old Spice may not be in a position where they can reorganize their structure
Old Spice SWOT 13
into a flat structure, they can create a platform that allows employees to have a voice.
Such a platform will create an environment where employees are able to constantly add
to the innovation of Old Spice. One way to do this would be to create a platform where
employees are able to post ideas and discuss what ideas they like the most. This platform
for the MyStarbucksIdea.com are consumers who are able to Share. Vote. Discuss.
See. the ideas they put out into the platform. This process will allow a more open and
creative structure for employees to share their ideas. It is definitely possible for Old Spice
to utilize a platform along these lines, with a creative name such as TheSpiceShop.com.
Employees are at all different levels and focus on all different aspects of Old Spice. With
the amount of diverse perspectives employees have on Old Spice it can be so powerful to
see what employees are observing and what they may want to change or add to the brand.
A platform where these diverse perspectives can be put together will create an incubator
80th Anniversary- We also see an opportunity for Old Spice to expand their market. We
propose that Old Spice recreate the very first pilot scent they made for women when they
first started in 1937. With the approaching 80th anniversary of Old Spices
establishment, doing a tribute to the past would be a great way to celebrate. Also, to
make tribute to the original bottle, Old Spice should have the old design of the bottle be
recreated in a plastic version. Although the original bottle was glass, recreating it in
plastic will be more cost efficient. The original bottle, with the current logo of Old Spice,
along with some indication printed on the bottle that the company is now reintroducing
the first Old Spice womens fragrance set would give the brand much attention from the
Old Spice SWOT 14
media and consumers. With the resurgence of the original idea of a womans fragrance,
Womens Line- Old Spice has competition with many companies, its biggest competitor
being Axe. Due to the heavy competition between Old Spice and Axe, we have look into
what has given Axe more success. In 2012, Axe successfully pitched their first womens
line of products in the scent Anarchy (Zafar). These new scents excited women
Cosmopolitan and InStyle. On the website of InStyle it was stated that, Axes Anarchy
scent was perfect for women who always considered Axe to only be products in the
bathrooms of our brothers and boyfriends (Mychaskiw). The new line of products
would be made for girlfriends and wives who already buy Old Spice for their significant
others. These products would be just as affordable and targeted toward the everyday
woman, around the ages from eighteen to forty years old. Old Spice needs to take a
daring step forward to extend the line and the variety of people they market too. There is
a more than large enough market for women desiring to find effective, long lasting
Green/Safer Products- Overall, P&G utilizes green materials for a lot of their products.
For some of its products, though, there is opportunity to further the use of these green
resources. There is an opportunity to increase not only the ethical, but also the social
responsibility of the brand. Many of Old Spices products use ingredients that are not
eco-friendly and not necessarily considered safe for human use either. One of these
products is propylene glycol, which has been known to cause skin rashes in those with
sensitive skin (Sherman). Because of this, Old Spice has the opportunity to utilize
Old Spice SWOT 15
glycerol in place of the harsher product. Glycerol is a natural alternative with the same
effects as propylene glycol without the same effects on human skin. Another not so safe
product used in some Old Spice products is synthetic coloring. Synthetic coloring is
opportunity for this product would be to either not use coloring altogether or use natural
colors. Both of these options would not only be safer for users, but also more sustainable.
It would not only benefit the product itself, but the company overall to go green. This
would create an opportunity for Old Spice to increase its social responsibility. Ultimately,
this could encourage consumers who previously did not purchase Old Spice, to now
purchase it because of its conscious effort to use safer and greener products.
THREATS
Class Action Lawsuit- Problems with Old Spice products are being brought to attention
through a currently open class action lawsuit against Procter & Gamble. The lead plaintiff
is a Virginia man who says he suffered severe rashes, burning and discomfort after only
a few uses of an Old Spice product (Grasha). Along with this man the lawsuit also
contains the cases of at least 100 other consumers who have been affected by these
products. It is seeking over $5 million in damages for consumers who purchased Old
Spice deodorant and were injured by a deodorant rash or chemical burn and contains 13
different Old Spice deodorant products (Old Spice Deodorant Rash). This is a threat to
the Old Spice brand because the bad PR will affect any of the brands products that are
still on shelves. The large amount of social media attention that is now being brought to
Old Spice SWOT 16
the issues with the different Old Spice products will discourage large amounts of
consumers from buying this brand of deodorant as well as possibly continue spreading
the word through different social media sites and negative word-of-mouth. This type of
bad PR can make Old Spice brand investors nervous and cause many consumers, affected
or not, to search for alternative products causing Old Spices market share and revenue to
decrease.
A Shift Toward Small/Local Brands- Old Spice faces significant challenges from shifts
are buying personal care products from small/local brands, all-natural brands and
monthly subscription services; areas in which Old Spice has a weak or no presence. In
just 3.5 years, Birchbox, a monthly box subscription service for personal care products,
has grown its subscriber base to 800,000 subscribers and the organic and natural personal
care products market growth has consistently outpaced the conventional product market
growth in the past few years. Old Spice is particularly vulnerable to these forces, as their
target market of young males is proven the least brand loyal, in regards to personal care
products.
Both retailers and competitors of Old Spice and P&G have reacted quickly to the
consumer shift away from conventional, big brand products. Target has begun to carry a
greater selection of smaller brand products and tailor inventory to fit local tastes. Another
one of Old Spices competitors, Unilever, has recently purchased Dollar Shave Club,
which has given them an upper hand with younger males in the monthly subscription
market. Unilever is also discussing a deal to acquire celebrity Jessica Albas, Honest Co.,
a consumer products retailer focused on natural personal care products; this acquisition
Old Spice SWOT 17
would provide Unilever with a foothold in the emerging natural product market. With
P&G and Old Spice remain vulnerable if they delay to enter the monthly subscription
Close Brand Competition- Old Spice constantly faces fierce competition from other
large brands such as Axe, Gillette, Degree, and Dove Men that focus on the same target
experiencing rapid growth. Axe and Old Spice consumers are very similar. 70 percent of
these consumers are men and most of them are between the ages of 25 and 34. As
expected, many of the consumers that each company targets overlaps. According to Slice
Intelligence, Old Spice outperforms Axe in regards to buyers per income in each income
level except for the 1-50k range (As seen in Figure 8). This can be interpreted as
consumers who likely are students, which make up 43.67% of Axe consumers. Old Spice
may not identify with students as well as Axe does, costing them a large number of
customers in the US market. If another economic recession were to hit the US, Old Spice
might lose some of their 50k-100k income customers as they may drop below their
previous income level, which stats prove, tend to buy Axe products. Nearly 75 percent of
Old Spices revenue comes from strictly deodorant sales, while Axes revenue is evenly
dispersed across its entire product line (As seen in Figure 9). Styling Products, Cleansers
and Shampoos all generate more revenue per category than the opposing Old Spice
Products, making up a total of 46.3% of Axes total revenue vs. 16.8% of Old Spices
total revenue (Stanton). Old Spice also struggles compared to other large brands in
outperformed Old Spice in sales in the US. Degree Mens deodorant out sold Old Spice
High Endurance deodorant by over $70 million dollars in sales in 2014 (As seen in
Figure 10). Old Spice High Endurance deodorant saw a -2.4% decline in sales in 2015
which was actually higher than Degree Mens deodorant (-3.4%), however Axe Dry
deodorants (no change) and Dove Men+Care deodorants (31.3%) both have a higher
growth of sales than that of Old Spice (As seen in Figure 11).
Overall Axe and Old Spice are in a fierce competition for the same customers and
are neck and neck in regards to market share making them huge rivals. Gillette ($783m)
dominates the shaving and grooming industry boosting the highest amount of sales,
outperforming Old Spice in the same category by $709 million dollars annually. Degree
has firm control over the men's deodorant market, outperforming Old Spice deodorant by
over $47 million dollars in sales in 2016. Dove Mens+Care is also putting pressure on
Old Spice because it has seen such rapid growth in the industry the last few years.
Although Dove Men+Care has most recently been outperformed by Old Spice High
Endurance by $2.1 million dollars, generating 4.3% of the deodorant market share
compared to 4.4% posted by Old Spice High Endurance (Drug Store News), they are
gaining on Old Spice at an alarming rate, for the amount of time that they have been in
existence.
Competition within P&G- Within their own umbrella company of P&G, Old Spice is
forced to compete with a lot of its family members for the same target market and
product. For example, according to Quoras website, Gillettes target market is roughly
18-34 year olds and Old Spice is targeted towards roughly that same market. Old Spice
has recently turned from targeting the older generation and has refocused its marketing
Old Spice SWOT 19
efforts towards the younger generation. One of the problems associated with this
repositioning is that there is a conflict of target markets within the P&G family, causing a
loss of profit and a competition for consumers within itself. The market size has gone up
4 billion dollars in a mere four years, and is projected to go up almost another 6 billion by
2021 (As seen in figure 7). With the antiperspirant and deodorant market is so large every
little bit of the market share is important and having the two brands compete against each
other is unneeded.
Strategic Recommendations
Spice is that they consider becoming a part of the growing field of monthly subscription
boxes. With just a simple subscription, companies such as Mantry, Birchbox, and Dollar
Shave Club send their customers a wide range of products, straight to their door step,
monthly. These monthly subscriptions have been growing in popularity, as of late, due to
their convenience, price, and quality of products. There are several different ways that
Old Spice could break into this market, including creating its own box, partnering with
another already well-established company, or through Procter & Gamble introducing its
The idea of developing their very own Old Spice box has a lot of potential
because of its loyal customer base, wide variety of products, and iconic brand image. Old
Spice could include many different products in the box; anything from their deodorants
and fragrances to shampoos and body washes. This would give loyal customers who
Old Spice SWOT 20
usually only use one specific product, such as the deodorant, exposure to their other range
Another possibility would be for Old Spice to partner with an existing service,
such as Mantry or Birchbox. This would be a great opportunity for Old Spice to release
any specialty products it may have, or to put its brand in consumer's evoked sets. This
may also give Old Spice a new and refreshed image to better match its target market.
Finally, it would also be possible for Procter & Gamble to create its very own
subscription box, including many of its most popular brands, such as Tide, Bounty,
Pampers, Gillette, Febreze, Crest, and Old Spice. Many of its products go hand in hand
with each other, as they are products that most people use daily. Sending these products
out together in a monthly subscription box would be highly convenient for the consumer
and may help to grow the already existing customer loyalty that P&G has.
80th Anniversary- Old Spice currently has some market confusion. It appears as
if they do not know whether to target younger or older people. We think Old Spice can
clear this up and combine the two, utilizing the 80th anniversary of the brand. We
recommend that Old Spice bring back some of the older products, scents, and advertising.
On its 80th anniversary, Old Spice should bring back some of its older shaving
products, soap on a rope, and scents such as lime, burley, and musk to appeal to the older
generation. Reintroducing these will create nostalgia amongst the older generation, and
spark interest amongst the younger generation, as the younger consumers would get to
Reintroducing some of its old advertising would also help Old Spice bring back
the older generation, while intriguing the younger generation. In particular, the
Old Spice SWOT 21
advertising with the mariner man should be reintroduced because in the beginning days
of Old Spice the whole brand was based around the mariner man and the iconic ship logo.
Redoing the mariner man commercials would bring back memories for the older
generation, regenerating their interest in the brand. We also recommend bringing back the
Old Spice jingle due to its ability to stick in the minds of people. The Old Spice jingle
was an iconic part of the brand in the past and bringing it back could rope the older and
females. Just as Axe took a leap of faith in starting a female line of products, we suggest
that Old Spice take similar action. We believe that Old Spice can be more successful in
their transition due to the fact that Old Spice was originally a womans scent. With the
background of this pilot scent and the ability to appeal to women, as it does through its
current advertising, Old Spice could easily make the transition. If Old Spice can focus on
targeting consumers in the 1-50k salary range, not only for men, but women as well, it
would be better equipped to compete with Axe and beat out other competitors in the
market.
We suggest that for advertising, the Old Spice Man could be substituted with an
Old Spice Women in a new advertising campaign. This new icon for the womans
fragrance would be as charismatic and funny as the Old Spice Man. We think the model,
writer, and cook, Chrissy Teigen, would be one great option for the face of the new
womens line. Keeping the fun and humor in the commercials is something that would
As for the potential competition within P&G between Secret and Old Spice
womens line, we suggest they handle it the same way Gillette and Old Spice handle their
companies today, targeting different groups and offering specialized products. Secret can
target the younger, teen generation while Old Spices womens line targets women 18 to
30 years old. Secret can specialize in deodorants while Old Spice specializes in body
recommend that Old Spice turn to a device that will allow consumer input on new Old
https://oldspice.com where a tab for New Spice will be displayed for consumers to click
and input their product ideas regarding new scents, product variety, and additional
product benefits that they would like to see added to Old Spice products. P&G has yet to
try such a system where the consumer can give direct feedback and recommendations,
and we believe that Old Spice is the perfect brand to implement such a scheme. This
discussion board like idea was proven successful when Starbucks created an extension of
their opinions on each aspect of their Starbucks experience. Newspice.com would feature
a Likes system that would allow ideas to be featured higher on the discussion board
based on how many people have liked them, making it easier for Old Spice to weed
through and get to the most popular suggestions. We believe this structure will allow for
the consumers to deal directly with Old Spice and possibly see their ideas come to
Social Media- We recommend that Old Spice further improve their presence on
social media. Though Old Spice has a good social media presence already, we believe it
could have even quicker response times on Twitter. This can be accomplished either
through hiring more people to work on social media or by improving the method of going
through tweets. Also, we recommend that Old Spice aim to attract a bigger following on
Facebook to rival competitors like AXE. This can be accomplished through attention
getters such as giveaways or Old Spice hiring a spokesperson that has a large following
on Facebook.
Spice has continued to test their products on animals, despite many consumers growing
concerns with animal safety. Procter & Gamble has taken some steps to find alternatives
to animal testing, but they have not made these efforts very well known to their
conscious and will thus make decisions on what to purchase based on research of
companies practices and whether they believe they are ethical. Therefore, Procter &
Gamble should begin to make more of an effort to communicate with their consumers
about these issues, and work together to resolve the moral dilemmas that they are facing.
appealed to the older males of the deodorant market. However, when compared to AXE,
Old Spice does not attract as many customers that make between 1-50k annually. This is
an issue because this demographic can be seen as mostly students and lower-middle class
recession were to hit America, Old Spice may lose many of its customers who make 50-
Old Spice SWOT 24
100k annually to AXE. We believe that Old Spice should put more focus on marketing
themselves to the families/individuals who could potentially fall in the 1-50k category.
This could bring about a new relationship with younger people that would turn them into
Conclusion
Old Spice is a brand that is rich in history. One that is a part of the fabric of our American
culture, and something that can hopefully stand the test of time. From the beginning with
William Lightfoot Schultz and the Shulton company and now with Procter and Gamble, Old
Spice is a brand that has and will thrive in the days to come. Though the path is not always easy,
Old Spice is a dynamic brand that continues to grow and thrive. Whether its by utilizing its
strengths, such as its iconic and easily recognizable brand image, strong and interactive social
media presence, innovative and engaging advertising campaigns, or the quality product which it
produces. Old Spice has strengths and opportunities that it can focus on as it continues to grow.
These include a dynamic and engaging workplace for its employees, a possible historically rich
women's line, an environmentally friendly approach, and historical approach to its future by
utilizing its prosperous past in its marketing. Old Spice can truly flourish in the years to come if
it can utilize these things, stay away from the threats of its competition, and fix weaknesses such
as animal testing and mixed brand image. Overall, Old Spice is an incredible brand with a rich
Figure 1
Figure 2
Figure 3
Figure 4
Old Spice SWOT 26
Figure 5 Figure 6
Old Spice SWOT 27
Figure 7
Old Spice SWOT 28
Figure 8
Figure 9
Old Spice SWOT 29
Figure 10
Old Spice SWOT 30
Figure 11
Old Spice SWOT 31
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