How We Plan to Make Old Spice $9,294,382 in Top Line Revenue for 2014

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This is a presentation of our 2014 marketing plan for Old Spice. We created a two-step plan as a proposal projected to earn Old Spice $9,294,382 in top line revenue for 2014. This was a group project made up of four marketing majors in our Marketing Management class.

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  • To be successful, win at 3 points: the pull moment, shelf, and experience. Old spice is winning at the pull moment with their internet marketing ( more on that later), and they win at experience (maybe refer to high ratings). But where is old spice losing? The Shelf. Due to high price competition, there is very low brand loyalty.
  • Grant
  • Michael
  • Yvann
  • MichaelExplain what it is? Pay once, automatic billing and shipping every X amount of weeks
  • Straight to your doorstepInsert picture of red zone
  • YvannWhat is send?Is this what customers crave?Primary and Secondary ResearchThe Benefits to the Customer - ConvenienceExecution- WebsiteProduct PackagingDistribution Why for Old Spice?Eliminate competition
  • Grant
  • Grant
  • Grant
  • Michael
  • Michael
  • The greatest cost comes through shipping, UPS and FedEx said $2.50
  • Yvann
  • Michael
  • 111 hotels, 14985 rooms worldwide
  • Slide with body wash dispenser
  • Spread sheet highlighting revenue
  • Eric
  • Online widget game, Online hangout via Google+, Xbox Gamertag, Youtube
  • Yvann
  • Yvann
  • Eric
  • Yvann
  • Grant
  • Eric
  • Yvann
  • ‘Shower’s left’ measurement stripePump cap for Old Spice: Send subscribers
  • ‘Shower’s left’ measurement stripePump cap for Old Spice: Send subscribers
  • ‘Shower’s left’ measurement stripePump cap for Old Spice: Send subscribers
  • ‘Shower’s left’ measurement stripePump cap for Old Spice: Send subscribers
  • Erice
  • Erice
  • MichaelIncrease average ticket price Sell more to existing customersIncrease number of customers
  • MichaelIncrease average ticket price Sell more to existing customersIncrease number of customers
  • MichaelIncrease average ticket price Sell more to existing customersIncrease number of customers
  • How We Plan to Make Old Spice $9,294,382 in Top Line Revenue for 2014

    1. 1. To Be Successful
    2. 2. 3Must Win At Points
    3. 3. Stimulus Consumer Decision Model
    4. 4. Stimulus Pull Moment Consumer Decision Model
    5. 5. Stimulus Shelf Pull Moment Consumer Decision Model
    6. 6. Stimulus Shelf Experience Pull Moment Consumer Decision Model
    7. 7. Where is Old Spice Dominating?
    8. 8. THE PULL MOMENT
    9. 9. &
    10. 10. The Experience
    11. 11. Where is Old Spice Losing?
    12. 12. THE Shelf
    13. 13. Because of High Competition...
    14. 14. Brand Loyalty
    15. 15. The Spice Guy 2014 Goal
    16. 16. Brand Loyalty
    17. 17. Cole | Karamoko | Krajenka | Smith
    18. 18. How Will We Brand Loyalty?
    19. 19. Through Tactics 3
    20. 20. Promotion Subscription Strategic Alliance
    21. 21. Promotion Subscription Strategic Alliance
    22. 22. Promotion Subscription Strategic Alliance
    23. 23. Let‟s Look At Tactic 1: Subscription
    24. 24. Old Spice: Send
    25. 25. Right To Doorstep
    26. 26. [Automatic] Renewal
    27. 27. [Automatic] Renewal & Fulfillment [Guaranteed]
    28. 28. The Ultimate Convenience
    29. 29. Do Consumers Want Old Spice: Send?
    30. 30. YES!
    31. 31. Old Spice: Send Process
    32. 32. 2.1. 4.3. Four Steps.
    33. 33. Go Online1.
    34. 34. Answer Questions2.
    35. 35. Enter Info3.
    36. 36. Sit and Wait4.
    37. 37. Old Spice: Send Packaging
    38. 38. Buy Ounces
    39. 39. Buy Showers
    40. 40. „Shower‟s Left‟ Measurement
    41. 41. Pump Instead of Cap
    42. 42. The Pump Does Things 2
    43. 43. Regulates Usage 1.
    44. 44. Regulates Usage Reduces Plastic 1. 2.
    45. 45. Free Pump With Online Purchase 1ST
    46. 46. The Marketing Tactics
    47. 47. “Old Spice: Send... Make Your Time Smell Better [Ad Campaign] !”
    48. 48. Shelf Online
    49. 49. Sales Promotion
    50. 50. Green Marketing
    51. 51. Old Spice: Send Financials
    52. 52. shipping cost [$2.50]
    53. 53. 15% [plus $1.99 Shipping & Handling]
    54. 54. No. Subscribed Avg. Months Amt. Per Month Revenues 68,000 76,500 85,000 93,500 102,000 8 8 8 8 8 $6.59 $6.59 $6.59 $6.59 $6.59 $3,584,960 $4,033,080 $4,481,200 $4,929,320 $5,377,440 Projected Revenue
    55. 55. How Does Old Spice Benefit?
    56. 56. Send Eliminates Competitors
    57. 57. Willingness to Pay... Again!
    58. 58. Let‟s Look At Tactic 2: Strategic Alliance
    59. 59. Same Age Demographic
    60. 60. 111 Hotels World Wide
    61. 61. 14,985 Rooms World Wide
    62. 62. Old Spice Instead of Bliss
    63. 63. Old Spice Revenue [Projected]
    64. 64. Hotels: Rooms: Total Rooms: Oz. Per Room: Oz. Per Shower: Showers Per Bottle: Showers Per Day: Days Per Bottle: Bottles Per Year 1 Room: Bottles Per Year All Room: Price Per Oz: Price Per Bottle: Total Revenue: 111 135 14,985 40 0.5 20 2 10 36.5 546,952.50 0.22 8.80 $4,813,182.00
    65. 65. Let‟s Look At Tactic 3: Promotion
    66. 66. Main Promotions3
    67. 67. Mass Marketing Online Marketing Fifa World Cup
    68. 68. Mass Marketing Online Marketing Fifa World Cup
    69. 69. Mass Marketing Online Marketing Fifa World Cup
    70. 70. Old Spice: Online Marketing
    71. 71. Mr. Wolfdog
    72. 72. Google+ Hangout
    73. 73. Twitter Hashtag
    74. 74. Gamer Tag
    75. 75. Live Webinar
    76. 76. Remember 2010
    77. 77. Old Spice: Mass Marketing
    78. 78. TV & Print
    79. 79. Avoid Confusion
    80. 80. Old Spice: FIFA World Cup
    81. 81. 3.2 Billion Viewers in 2010 4.0 Billion Viewers in 2014 [projected] [over]
    82. 82. Official Sponsor
    83. 83. Online Interaction With... Mr. Wolfdog
    84. 84. Keys For promotional2 Success Remember 2010 & Catch The FIFA Wave
    85. 85. Old Spice: Calendar
    86. 86. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec R & D July 1st - Dec. 31st Holiday Season Soft launch Dec 1st - 31st Calendar: 2013
    87. 87. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Old Spice: Send Jan 1st - Dec 31st FIFA World Cup Promo April 12th - July 13th Aloft Strategic Alliance Jan 1st- Dec 31st End of Year Review Dec 1st - 31st Mid Year Review Dec 1st - 31st Calendar: 2014
    88. 88. What Does All This Mean?
    89. 89. Old Spice: Positioning Statement
    90. 90. “For men 18 – 34, Old Spice is the most convenient Men‟s Personal Care Product because Old Spice is the only personal care brand that delivers the product to your doorstep and never lets you run out.”
    91. 91. Old Spice: Positioning Map
    92. 92. $ $$$ 1.25 2 3 4 5 6.3 High Convenience Low Convenience
    93. 93. High Convenience Low Convenience $ $$$ 1.25 2 3 4 5 6.3
    94. 94. Old Spice: 4 P‟s And T
    95. 95. Product „Shower‟s Left‟ Measurement Stripe Pump Cap For Body Wash 1. 2.
    96. 96. Place Straight to Doorstep1.
    97. 97. Price 15% For Send Add $1.99 In Shipping 1. 2.
    98. 98. Promotion Mr. Wolfdog Campaign 1. 2. 3. Old Spice: Send Promotion FIFA World Cup Campaign
    99. 99. PropensitytoAllocateAttention Propensity to Spend TimeLow High LowHigh I. Convenience II. Motivation III.Value IV. Habit Timeographics Framework
    100. 100. PropensitytoAllocateAttention Propensity to Spend TimeLow High LowHigh I. Convenience II. Motivation III.Value IV. Habit Timeographics Framework
    101. 101. Sales
    102. 102. Sell More To Existing Customers No. Of Customers Avg. Ticket Price
    103. 103. Sell More To Existing Customers No. Of Customers Avg. Ticket Price
    104. 104. Sell More To Existing Customers No. Of Customers Avg. Ticket Price
    105. 105. 4,481,200 4,813,182 + [Old Spice: Send] [Aloft Alliance]
    106. 106. 4,481,200 4,813,182 $9,294,382 + [Old Spice: Send] [Aloft Alliance]
    107. 107. Thank You

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