Old Spice: Revitalizing Glacial Falls

experienced spice up Revitalizing diametric Falls Context In 2007, P&G reported a growth of 5% in volume and a 3% increase in revenue for its grey-headed spice brand. The achievement was deemed flat when P&G had maintained a competitive media spending of 23% in the mens deodorant category. As a result, Mauricio OConnell, assistant brand manager was tasked to address the reasons for the foundering sales of flash-frozen Falls flavour, which was the worst performing scent not besides in Old zests portfolio but in like manner in the entire category. diagnosing violent zone business line is the higher-end harvest-tide offering of the Old Spice brand featuring the Glacial Falls scent.From Exhibit 6, we see that consumers of this product love the benefit of the enduring power of the scent memory away the odors, thence having the need to use the deodorant once per day. Additionally, Old Spice products ar easy use as well as offer a scent that is deemed clean and clean-livi ng by its loyal customers. However, Old Spice does not clearly distinguish how their product can be a catalyst to energize, empower or give confidence to its users. The case also spotlights that Old Spice had not advertised the Glacial Falls scent specifically.Additionally, Ps media campaigns seem to have painted the brand as old and the customers of two segments associate the brand with the elderly. P&Gs problem is its unfocussed position of the Old Spice brand and of the Glacial Falls scent that result in the flat growth in the mens deodorant category. Consumers cannot distinguish among the three product lines especially the difference between the Classic and the Red Zone line. The flat growth or the foundering sales of the Glacial Falls scent are neither a result of the moo quality nor the poor smell of Glacial Falls scent itself.Proposed effect To rectify the sales of the Glacial Falls scent, P&G inevitably to distinguish clearly between its product lines Base, Classic a nd Red Zone. base on the qualitative data presented in Exhibit 6, P&G should target Glacial Falls (a Red Zone product line offering) scent towards males in the younger males in the 12-24 years age sort. Glacial Falls offers an important ability to block the odor for extended periods of time, a quality highly admired by the younger age assort because odor elimination is equivalently perceived to boost male confidence.Further, to win oer the younger customers, Glacial Falls should capitalize on the confident, smarter image of shape up men capable of taking care of themselves as well as their women, an image that is portrayed the parent Old Spice brand. Implementation To cleanse sales of Glacial Falls scent through the proposed solution above, P&G should offer Glacial Falls as a high-end product at a reasonable price (lower end of the Red Zone product line) because the younger contemporaries (primarily the college students with low student-level income) should be able to feed it .The media campaigns should link the odor-eliminating feature of this product as a confidence boosting fragment for the younger generation thus energizing them every morning and keeping their spirits up throughout the day. Next, P&G needs to improve the product packaging and highlight an outdoors and an adventurous campaign easily connecting this generation with the benefits offered by the Glacial Falls scent.Finally, P&G should highlight the Red Zone line of product more that the Old Spice branding to market the scent effectively to the males in the 12-24 age group who detest an association with the elderly fragrance. Positioning Statement To the younger generation males looking to energize their daily lives with confidence, Glacial Falls is the brand of fresh and clean fragrance deodorant that has the ultimate ability to block the form odors effectively throughout the day because it has a scientifically-proven, advanced odor engine block formula.