Old Spice is focusing on three tactics to increase brand loyalty: subscription service Old Spice: Send, a strategic alliance with Aloft hotels, and a promotional campaign around the FIFA World Cup. Old Spice: Send is a subscription service that delivers deodorant and body wash automatically to customers' doors each month. A strategic alliance with Aloft hotels will place Old Spice products in their rooms. Promotional activities around the FIFA World Cup will feature Mr. Wolfdog online and in commercials. These three tactics are aimed at increasing sales by gaining more customer subscriptions and visits to brand websites.

1. To Be Successful

2. 3Must Win At Points

3. Stimulus
Consumer
Decision Model

4. Stimulus
Pull Moment
Consumer
Decision Model

5. Stimulus Shelf
Pull Moment
Consumer
Decision Model

6. Stimulus Shelf Experience
Pull Moment
Consumer
Decision Model

7. Where is Old Spice Dominating?

8. THE PULL MOMENT

9. &

10. The Experience

11. Where is Old Spice Losing?

12. THE Shelf

13. Because of High Competition...

14. Brand Loyalty

15. The Spice Guy 2014 Goal

16. Brand Loyalty

17. Cole | Karamoko | Krajenka | Smith

18. How Will We
Brand Loyalty?

19. Through Tactics
3

20. Promotion
Subscription
Strategic Alliance

21. Promotion
Subscription
Strategic Alliance

22. Promotion
Subscription
Strategic Alliance

23. Let‟s Look At Tactic 1:
Subscription

24. Old Spice: Send

25. Right To Doorstep

26. [Automatic]
Renewal

27. [Automatic]
Renewal
&
Fulfillment
[Guaranteed]

28. The Ultimate Convenience

29. Do Consumers Want
Old Spice: Send?

30. YES!

33. Old Spice: Send Process

34. 2.1. 4.3.
Four Steps.

35. Go Online1.

36. Answer Questions2.

37. Enter Info3.

38. Sit and Wait4.

39. Old Spice: Send Packaging

40. Buy
Ounces

41. Buy
Showers

42. „Shower‟s Left‟ Measurement

43. Pump Instead of Cap

44. The Pump Does Things
2

45. Regulates
Usage
1.

46. Regulates
Usage
Reduces
Plastic
1.
2.

47. Free Pump With
Online Purchase
1ST

48. The Marketing Tactics

49. “Old Spice: Send...
Make Your Time Smell Better
[Ad Campaign]
!”

50. Shelf Online

51. Sales Promotion

52. Green Marketing

53. Old Spice: Send Financials

54. shipping cost
[$2.50]

55. 15%
[plus $1.99 Shipping & Handling]

56. 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

57. How Does Old Spice Benefit?

58. Send Eliminates Competitors

59. Willingness
to Pay... Again!

60. Let‟s Look At Tactic 2:
Strategic Alliance

62. Same Age Demographic

63. 111 Hotels World Wide

64. 14,985 Rooms World Wide

65. Old Spice Instead of Bliss

66. Old Spice Revenue
[Projected]

67. 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

68. Let‟s Look At Tactic 3:
Promotion

69. Main Promotions3

70. Mass Marketing
Online Marketing
Fifa World Cup

71. Mass Marketing
Online Marketing
Fifa World Cup

72. Mass Marketing
Online Marketing
Fifa World Cup

73. Old Spice: Online Marketing

74. Mr. Wolfdog

75. Google+ Hangout

76. Twitter Hashtag

77. Gamer Tag

78. Live Webinar

79. Remember 2010

80. Old Spice: Mass Marketing

81. TV & Print

82. Avoid Confusion

83. Old Spice: FIFA World Cup

84. 3.2 Billion
Viewers in 2010
4.0 Billion
Viewers in 2014
[projected]
[over]

85. Official Sponsor

86. Online Interaction With...
Mr. Wolfdog

87. Keys For promotional2 Success
Remember 2010 &
Catch The FIFA Wave

88. Old Spice: Calendar

89. 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

90. 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

91. What Does All This Mean?

92. Old Spice: Positioning Statement

93. “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.”

94. Old Spice: Positioning Map

95. $ $$$
1.25 2 3 4 5 6.3
High Convenience
Low Convenience

96. High Convenience
Low Convenience
$ $$$
1.25 2 3 4 5 6.3

97. Old Spice: 4 P‟s And T

98. Product
„Shower‟s Left‟
Measurement Stripe
Pump Cap For Body Wash
1.
2.

99. Place
Straight to Doorstep1.

100. Price
15% For Send
Add $1.99 In Shipping
1.
2.

101. Promotion
Mr. Wolfdog Campaign
1.
2.
3.
Old Spice: Send Promotion
FIFA World Cup Campaign

102. PropensitytoAllocateAttention
Propensity to Spend TimeLow High
LowHigh
I. Convenience II. Motivation
III.Value
IV. Habit
Timeographics
Framework

103. PropensitytoAllocateAttention
Propensity to Spend TimeLow High
LowHigh
I. Convenience II. Motivation
III.Value
IV. Habit
Timeographics
Framework

104. Sales

105. Sell More To Existing Customers
No. Of Customers
Avg. Ticket Price

106. Sell More To Existing Customers
No. Of Customers
Avg. Ticket Price

107. Sell More To Existing Customers
No. Of Customers
Avg. Ticket Price

108. 4,481,200
4,813,182
+
[Old Spice: Send]
[Aloft Alliance]

109. 4,481,200
4,813,182
$9,294,382
+
[Old Spice: Send]
[Aloft Alliance]

110. Thank You