Final Case

Question 1

Swagger Advantage

Answer 1

• Sales were up to 175% and volume was up to 270%
• Sales increased other old spice products sales- halo effect
• Opportunity to grow and cement consumers love & loyalty to swagger
• Star product: high in relative market share + high in industry growth
• Possible Cash Cow: high market shares, low industry growth, requires little investment

Question 2

Swagger Disadvantage

Answer 2

• Money & time already invested in Swagger company
• Repetitive advertising
• Singling out Swagger- neglecting other scents/products
• Campaign possibly reached climax
• Remain a one-hit wonder
• No area to grow portfolio

Question 3

Showtime Advantage

Answer 3

• Focus on different product
• Opportunity to change brand perception, increase sales of Showtime
• Speak to another unmet psychological need of other consumers
• Opportunity to promote Showtime via Old Spice NASCAR affiliation
• Possible success similar to Swagger
• Improve weakest brand
• Target a new audience

Question 4

Showtime Disadvantage

Answer 4

• Target market needs to be established (psychographic & demographic)
• Risk of failure: research, resources, time
• Decrease exposure of other scents
• Dismantle success Swagger had with the younger male target

Question 5

Umbrella Brand Advantage

Answer 5

• Highlight the Old Spice name and associations with brand, instead of specific associations with a particular scent.
• Keep consumers aware of overall brand as well as build equity that can be possibly applied to various scents affiliated with old spice

Question 6

Umbrella Brand Disadvantage

Answer 6

• Would take resources and time to create message that appeals to larger target market
• Appealing to large target market can be risky- brand becomes to general & unfocused
• Approach previously unsuccessful
• Brand previously positioned to represent manliness: perceived for an older generation

Question 7

Body Wash Advantage

Answer 7

• 2003-2009 market has grown $276 million national, overtaking bar soap usage
• category growing fast as younger generations grew up with liquid soap rather than bar soap
• 58% of men between 18-34 (target market) reported using body wash
deodorants have fully penetrated the market- body wash presents opportunities for growth

Question 8

Body Wash Disadvantage

Answer 8

• deodorant category attracted three times the dollar volume of body wash
• body wash only accounts for 20% of old spice sales – risk of spending advertising resources and expenses on smaller part of total business
• direct comparison product for Dove for Men

Question 9

Position

Answer 9

Proctor & Gamble do not like to address other companies directly, possibly follow philosophy
Widen & Kennedy should be given the opportunity to reach a wider audience

Question 10

Super Bowl Advantage

Answer 10

• massive reach of an estimated 100 million viewers- male & female
• advertisements discussed on talk shows, linked to friends, posted on social media
• ads earn large amount of media coverage

Question 11

Super Bowl Disadvantage

Answer 11

• thirty-second appeared would cost an estimated $3.4 million
• Ads in super bowl are up for comparison against each other
• Encouraging comparison can possibly confuse view and ultimately sabotage brand growth

Question 12

Television Advantage

Answer 12

• Popularity, success with Swagger

Question 13

Television Disadvantage

Answer 13

• Cost- still fairly expensive

* Reach both male or female audience, specific channel

Question 14

Social Media Advantage

Answer 14

• Much cheaper compared to television

* Popular

Question 15

Social Media Disadvantage

Answer 15

• reach both male or female audience, specific browsers