F11MKT300OldSpice

F11MKT300OldSpice - TurningaBrandAround: OldSpiceCaseStudy...

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Turning a Brand Around:  Old Spice Case Study
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What is CMK?  In a few words… CMK is a  consumer understanding powerhouse  that is  unparalleled in the industry  for designing and leveraging  proprietary tools and methodologies that fuel business  growth and lead breakthrough innovation.  Our work:  The integration of consumer, shopper, and  market understanding to catalyze business growth across  all of our brands at all levels of the business
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Agenda Walking you through a real-world case study Context Actions  Results Key Takeaway : How changing your marketing strategy  and positioning can turn a brand around
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CASE STUDY: “THE MAN YOUR MAN COULD SMELL LIKE” Fall 2011
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Context: Background on Old Spice Classic brand of men’s grooming products Began in 1938  Shaving products Sailing/Sailor Equity Ship as key imagery Trademark whistle : Classic, all-male, skews older (your  grandfather’s scent)
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Context: Background on Old Spice What Consumers Thought of Old Spice: “My Grandfather Uses That”
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Context: Background on Old Spice What Consumers Thought of Old Spice: “My Grandfather Uses That” What Other Products Grandfather Uses:
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Context: Macroeconomic Landscape Growing market for men’s grooming  products  Market successes of products like Axe Trends away from bar soap to bodywash Dove + Men announces Super Bowl Launch Old Spice : Concerns the brand was  becoming too “old” “This brand is for a mature man” “This is a brand my father/grandfather used”
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Questions to ask: Can we win with your grandfather’s scent?  Does grandpa use bodywash? We have successful competitors in Axe and 
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F11MKT300OldSpice - TurningaBrandAround: OldSpiceCaseStudy...

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