Marketing campaign strategy

1. By:SandraOlivarez
Marketing Campaign Strategy

2. Product Summary
.
• 77 years of production
• Known for sailing theme & red packaging
• 1st manufactured by Shulton Company, P&G purchased in 1990
• Line includes: Shaving Cream, Aftershave, Deodorant, Body
Wash & Body Spray
• Competes with Axe & Gillette

3. Mission Statement:
“We will provide branded products and
services of superior quality and value that
improve the lives of the world's consumers.
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
to prosper.” –P&G

4. Marketing Strategy
Strategy:
• Create a
fun/sexy digital
ad campaign
that:
• Stresses
masculinity
• Appeals to
females
Target:
• Men 18-34
• Women who
shop for:
• boyfriends
• husbands
• children
Tactics:
• Social Media
• TV
• Cinema
• Website
Old Spice
Solving for:
• Increased market competition with Axe & Gillette
• Male toiletries are purchased by females 70% of the time
• Some men find body wash unmanly

5. Strengths
•Successful Brand
•Excellent Quality
•Strong Distribution Channel
•Diverse Product Portfolio
•Strong Representation with P&G
•Effective Past Ad Campaigns
Opportunities
•Market Expansion
•Appeal to Female Consumers
•New Emerging Markets
•Create New Products
Threats
•Competition is expanding product
lines
•Competition is targeting same
consumers
•Some Customers have complained
of product sensitivity to new scents
Weaknesses
•Old Brand Perception
•Outdated Packaging
•Limited Target Market
•Low Market Share
•Competition is Strong
S W
TO
SWOT Analysis

6. Mind Map
StakeholderShareholders
Key players
Old
Spice

8. Increased Brand Awareness
• Viral YouTube traffic
– 5.9 Million views day 1
– Social Media Interaction
– 1st month:
• Twitter followers +
2700%
• Facebook fans + 60%,
interactions +800%
• Oldspice.com traffic +
300%
• YouTube subscribers +
130%
Sales Growth
• 37% over previous 5 years
Results

9. Recap
Questions/Comments?