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Marketing Campaign Strategy
This document outlines a marketing campaign strategy for Old Spice body wash products. It provides details on the brand's history and product line. The strategy aims to create a fun, sexy digital ad campaign that stresses masculinity and appeals to females aged 18-34. It also performs a SWOT analysis, identifying strengths such as a successful brand but also threats from expanding competition. The results section indicates the last campaign was highly successful, with viral YouTube views, increased social media followers, and 37% sales growth over 5 years.
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Marketing Campaign Strategy
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- 2. Product Summary . • 77years 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 willprovide 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: • Createa 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 •StrongDistribution 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same consumers •Some Customers have complained of product sensitivity to new scents Weaknesses •Old Brand Perception •Outdated Packaging •Limited Target Market •Low Market Share •Competition is Strong S W TO SWOT Analysis
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- 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
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