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SWOT Analysis

Learning Community 011

Group Members:
Brandon Davis, Sam Gravois, Allison Koesters, Claire Koontz, Kirsten
Lucas, Sean Malone, Jake Oney, Audri Razzoog, Danny Rojek, Nell
Saunders, Abby Snyder, Emily Stephens, Justin Tulloch, Serin Waddell,
Luke Warren, Joshua Weidus

PACE Leader: Lauren Mezher

Professor Ric Sweeney


Old Spice SWOT 2

Table of Contents

Table of Contents 2

Introduction 3

Strengths 6
Iconic Brand Image 6
Social Media 7
Commercials and Advertising 7
Sustainability 8
History of Diverse Product Line 9

Weaknesses 10
Animal Testing 10
Target Market Confusion 10
Gender Portrayal 11

Opportunities 12
Workplace Environment 12
80th Anniversary 13
Womens Line 14
Green/Safer Products 14

Threats 15
A Shift Toward Small/Local Brands 15
Close Brand Competition 16
Competition Within P&G 17
Class Action Lawsuit 18

Conclusion 19

Appendix 20

Bibliography 26
Old Spice SWOT 3

Introduction

Procter & Gamble: it may be hard to believe that a company that manufactures close to

one hundred brands of products was once a startup business that sold only soap and candles.

Although it is now a multinational company, it all began with a simple handshake between two

men.

In the early years of the nineteenth century, Cincinnati, Ohio was a hub for monumental

growth because of its spot along the Ohio River. It was a prime location for transporting

materials to other key cities along the river, making it a popular destination for settlers and

migrants to make their home. Due to Cincinnatis plethora of meatpacking businesses, there was

an abundance of the byproducts fat and oil. These primary resources attracted candle maker,

William Procter, and soap maker, James Gamble to establish themselves in the lively town

known as Porkopolis (History of Innovation). The two met after marrying the Norris sisters,

Olivia and Elizabeth. The History of Innovation page on P&Gs website states, it was their

[the Norris sisters] father that noted his two sons-in-law were competing for the same raw

materials, which in turn led to him suggesting that Procter and Gamble become business

partners. In 1847, both of them put forward $3,596.47 to create a soap and candle business,

which would go on make a net profit of $37,000 less than a year later. By 1859, sales had already

reached $1 million. They had no idea that this family business would one day be known as the

largest and most profitable consumer good company in the world (History of Innovation).

In 1878, the second generation of the Procter and Gamble families became involved in

the company. They each took their own roles; Gambles sons working on research and

development and becoming the first CEO, and Procters son becoming the father of branding and

advertising. James Norris Gamble, the oldest son, did years of extensive research and eventually
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introduced Ivory soap, a two-in-one product that was suitable for use in the home, such as on

clothing, dishes, and floors, as well as on the body. This was the companys first branded and

best-selling product (History of Innovation).

From there, P&G moved on to developing other products, one of the most notable being

Tide detergent. This washday miracle became the leading laundry product in the country by

1949 because it did a better job than any other available detergent. Following closely were Oral

B toothbrushes, Pampers diapers, and Crest toothpaste, which are still leading products on the

market today (History of Innovation). What made these products especially notable and

successful was how revolutionary they were; they surpassed their competing brands with ease.

P&Gs widespread success in Cincinnati led to the spread of the business into the rest of

the country, and eventually the world. The company now operates in Asia, Europe, Africa, Latin

America, and North America (Where We Operate). This widespread success continues on,

resulting in net sales of $65.3 billion in 2016 (as seen in Figure 1). (P&G 2016 Annual

Report). At 44% of net sales, the majority of P&Gs success is in North America, but European

markets make up about a quarter of net sales. The remaining 33% is in the other regions P&G

does business with, such as China, Asia, and Latin America (as seen in Figure 2). According to

Forbes, the company now employs 110,000 people across the globe. P&G is 39th on the Global

2000, showing its success on all fronts in the business world (Procter & Gamble).

Product lines that P&G manufactures covers a number of different bases, from fabric

care, to grooming, to skin and personal care. Among the skin and personal care category is Old

Spice, the quintessential mens grooming brand (About Old Spice). However, it has not

always been the leader of the male grooming industry. It was originally produced by the William

Lightfoot Schultz and the Shulton company, founded in 1934. The product, known as Early
Old Spice SWOT 5

American Old Spice was introduced as a womens fragrance in 1837, followed soon after by

Old Spice for men in 1938. Interested in a colonial theme for the product, Schultz chose a

nautical theme for Old Spice. This is what brought on the traditional colonial sailing ship that is

shown on Old Spices packaging (History of Old Spice).

Procter & Gamble purchased the entire line of Old Spice products in June 1990, starting

its journey to success within the company (History of Old Spice). When it was acquired, its

popularity and sales were showing signs of declining (Neilly). However, once P&G took over,

Old Spice was marketed towards younger men as well and in light of that, they have rebranded

and enhanced the company by introducing new products and continuing with many of their

original lines. Today, their product line includes mens deodorant, body spray, body wash,

aftershave, cologne, and various hair products (Shop Products).

Procter & Gambles Mission: P&G will provide branded products and services of

superior quality and value that improve the lives of the worlds consumers, now and for

generations to come. 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 (Purpose, Values, & Principles).

Procter & Gambles Values: P&G has many values that it lives by, showing the high

standard it holds itself to. Those values are integrity, leadership, ownership, trust, and a passion

for winning. Descriptions of each value are proudly displayed on the companys website

(Purpose, Values, & Principles).

Procter & Gambles Emphasis: The emphasized standards that P&G holds itself to are as

follows: show respect for all individuals, the interests of the company and the individual are

inseparable, strategic focus on work, innovation is the cornerstone of success, seeking to be the
Old Spice SWOT 6

best, valuing mastery, an external focus, and mutual interdependency (Purpose, Values, &

Principles).

STRENGTHS

Iconic Brand Image- One significant strength of the Old Spice brand is its iconic brand

imaging. The massive product line all share the easily recognizable packaging: a bright

red bottle, sailing ship logo, and the red and white Old Spice script lettering. The classic

ship, which has appeared on Old Spice bottles since its beginning in 1938, was made to

resemble either the ship The Grand Turk or the ship Friendship (As seen in figure 3).

During the mid 1990s, Old spice changed the older looking clipper ship to a more

modern yacht, still keeping with the nautical theme, but changing it to create a more

modern feel (Old Spice Packaging). However, ultimately, the brand realized that the

iconic clipper ship was a part of what made their brand image so strong, hence, the

classic ship is what you will find on the packaging today. While their newer lines all have

unique looks of their own, with modern graphics and colors, you will still find the Old

Spice script lettering and classic ship front and center. Even the color of packaging is a

strength. Studies have been done proving the attractiveness of the color red to many

consumers. It catches the eye and is more appealing than other colors, therefore Old

Spices red packaging naturally helps ensure their product is a top seller (Zerbe).

Continuing with their nautical theme, the classic buoy-shaped bottle (As seen in figure 4)

of their original after shave products is a favorite of many, and the company has kept this

iconic shape to hold onto to its legacy. The nautical ambiance and theme that Old Spice

provides is one that has strong brand awareness and recognition.


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Social Media- Old Spice has a strong social media presence on platforms such as Twitter

and YouTube. As of October 16, 2016, Old Spice has 223 thousand followers on Twitter

and over 595 thousand subscribers to its YouTube channel and over 327 million views

across all of its videos, with many videos surpassing 10 million views each.

Comparatively, these numbers are huge as AXE, one of Old Spices main competitors,

only has 134 thousand followers on Twitter and 43 thousand YouTube subscribers. Old

Spice also does a spectacular job engaging customers through social media by quickly

replying to tweets that complain about their product, asking the customer to direct

message them, so the problem can be solved on a personal level. This action can be seen

several times on Old Spices Twitter page, and two specific instances of this would be

when Old Spice replied to tweets by @morgyman and @blakesyms12 (As seen in figures

5 and 6). Both of those specific tweets that they replied to were about different issues, but

Old Spice took similar action in both cases by reaching out for more of a personalized

solution by asking the people with issues to DM them. By trying to personally fix

consumers problems Old Spice is building customer loyalty. Old Spice is reaching

millions of consumers and doing it better than their competition.

Commercials and Advertising- Old Spice also has a strength in their advertising

commercials. Old Spice commercials are fun to watch and they reach many people. The

commercials have reached consumers over 1.2 billion times as of August 2010 (Holthaus,

Old Spices New Ads). This goes to show how Old Spices commercials are growing

their brand awareness and name recognition. The commercials also feature celebrities

that are appealing to both men and women, such as the last celebrity spokesman, Isaiah

Mustafa. The ad campaign with Mustafa was rated as one of the best ad campaigns of the
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21st century by Advertising Age (Top Ad Campaigns). The ad campaign with Mustafa

is a great strength because of its appeal to women in addition to men. Because the

commercial is appealing to both genders, Old Spice is more likely to be bought whether

either man or woman goes to buy deodorant. Besides a strong presence in commercials,

Old Spice is gaining advertising in a variety of ways. For example, the last mile of the

Flying Pig Marathon in Cincinnati, Ohio is called the Old Spice High Endurance Mile to

the Finish. This is a strength because it allows Old Spice to reach and stay in the minds

athletic men and women who would be more likely to buy their products if they associate

it with something they are familiar with and passionate about. (Holthaus, Lipstick on a

Pig), This type of exposure allows them to expand their market share, grow

considerably, and increase their profits in the long run.

Sustainability- One strength Old Spice has in the market, is its sustainability and social

responsibility efforts which are important in todays increasingly green-conscious culture.

While Old Spice is making efforts to promote social responsibility and sustainability by

implementing policy that mandates all production power plants will be functional on

100% renewable energy by 2020, there are a number of things we suggest they can do to

better their environmental footprint (Our Sustainability Approach). We would

recommend that Old Spice further expand on its strength of sustainability by exploring

sustainable materials, such as recycled packaging and developing better relations with

supply chain partners to ensure they are also operating in compliance with green and fair

trade practices. With further understanding of the global impact of their products and the

effects of their processes, Old Spice will be able to produce a product that is better and
Old Spice SWOT 9

more sustainable for the world, while building an image as an environmentally friendly

company.

History of Diverse Product Line- Another strength Old Spice possesses is its extensive

and deep product lines. Old Spice is not just a fragrance company anymore. It has done a

very good job of diversifying itself within the market. Old Spice exemplifies great

product line breadth, offering a vast selection of Antiperspirants, Deodorants, Body

Washes, Body Sprays, Bar Soaps, Hair Care and Styling tools, Trimmers and Shavers,

Shave Gels and Colognes, as well as product line depth with many different scents within

these product lines. From P&Gs acquisition of Old Spice in June of 1990, they have

worked hard to reimage the Old Spice brand from just your grandfathers deodorant to

a diverse product mix of cosmetics with a new, youthful image. Old Spice has kept its

original Classic Scent, while also expanding to many new scents to appeal to the

younger target market. To fit their growing product line and reformed youthful image, in

2008, Old Spice started an ad campaign that emphasized the heritage and history of their

product line to younger generations, calling Old Spice Products, "The original and

stating If your grandfather hadn't worn it, you wouldn't exist (Old Spice, Wikipedia).

Old Spice has long utilized its history as a strength to provide credibility when

persuading young men to use their product. An example is, again, the 2010 ad campaign

with actor and former NFL football player Isaiah Mustafa. Old Spice utilized Mustafa in

order to respond to the growing popularity of foreign competitor AXE among adolescent

boys. This Smell like a Man, Man campaign utilized Old Spices long history and

heritage in the market and positioned Mustafa to act as a well experienced expert who

would guide young men into masculinity. The appeal of this strength is explained by the
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quote, "A big question for us at the time was the name and whether the brand could be

relevant to young men moving forward. An early and key decision was to turn this

perceived weakness into a strength. With its 70-year brand heritage Old Spice was

experienced and well positioned to be an expert on masculinity and being a man"

(Case Study: Old Spice).

WEAKNESSES

Animal Testing- In this day and age, consumers are constantly becoming more

environmentally and ethically conscious. Many people will now put more research into

the products they are buying, and allow their buying decisions to be swayed by issues that

are important to them. One issue that has come to the forefront of consumers minds is

animal testing. Old Spice does in fact test their products on animals before bringing them

to consumers. This is seen by many as a form of animal cruelty, and creates a negative

view of Old Spice for some consumers. P&Gs website claims that they only conduct

animal testing in places where it is required by law, but this still leads to many issues

with consumer acceptance. In order to counteract this, P&G has put some research into

alternatives to animal testing, but they dont make their efforts very well known to their

customers. However, since this is a growing concern amongst many consumers, Old

Spice needs to listen to customers in order to better understand what methods they think

are acceptable, and to show them that they are willing to change their practices in order to

benefit everyone.

Target Market Confusion- The Old Spice commercial campaign has always been full of

historical foundations, generational differences, and flashy slogans. Despite this and its
Old Spice SWOT 11

consistent coloring, lettering, and script, the one weakness that its advertisements have

had is losing sight of the past. Old Spice began its advertising with the point in mind to

cater to the manly outdoorsman. In 1972, it released its Wake up with Old Spice

campaign (VintageC OmPlus). This strand of commercials gave any grown man a

refreshing feeling of relief to their typical fragrance and body wash smells. A problem

with the evolution of Old Spices advertisements is that it has lost its older audience and

its historical roots. New commercials cater towards a younger audience and more modern

interests. Instead of fragrances being refreshing and purifying, they have become stronger

and more complex. In todays business world, managers, CEOs, and bosses arent exactly

looking for the intensity of a Bearglove Wild or a Swagger Red Zone, And because

of this, Old Spice has lost much of its older, more professional audience and, as a result,

many potential customers. It has not made up for it in advertisements either. The shirtless

ladies men, movie stars, and race car drivers may seem attractive during the Superbowl,

but when the work week starts back on Monday, people are looking for a clean and

neutralizing scent that will warm employers and mask body odor. Old Spice has begun to

abandon its history and because of it, is losing its original consumer base.

Gender Portrayal- Making sure marketing is as unbiased as possible today is a hard

feat; one that Old Spice is struggling with. Looking back at Old Spices campaigns, such

as the Smell Like a Man and Legends, women, but more specifically, men have

stereotypes thrust at them. The commercials for the Smell Like a Man campaign

already suggests that you are not a true man unless you smell like one. Spokesperson

Isaiah Mustafa even addresses the women watching the commercial to compare their

man to himself, later telling the women that their man can be more like him if they
Old Spice SWOT 12

buy Old Spice (The Man Your Man). Not only the commercials, but the different

scents available suggest a stereotypical man. Just to name a few, fragrance scents include:

champion, wolfthorn, hawkridge, and lionpride. These scents portray that a real

man would only smell like someone who spent a lot of time outdoors and must be an

achiever. A male can be identified as a man in many different ways, but the definition

Old Spice is portraying does not encompass all the facets each different man can have,

which limits even more of the market in which they are trying to sell to.

OPPORTUNITIES

Workplace Environment- As a product in a competitive market, the innovation of Old

Spice is vital in order for the company to stay ahead and retain customers. How can you

take a brand around 80 years old and transform it to think like a start-up? Old Spices

innovation is solely dependent its employees; therefore, the start-up mindset starts with

them. It starts by creating an environment where employees are able to be creative,

communicate ideas, and stay productive. Management can greatly hinder or boost

employees potential. In a traditional hierarchy, employees may feel the pressure to think

about their everyday small tasks, instead of thinking big. Employees also may not have

the chance to communicate their valuable thoughts or ideas to upper management, due to

the number of layers an employee must go through in order to reach upper management.

In a flat management structure, it is much easier for individuals to communicate their

thoughts directly to upper management, this nature leads employees to think big, because

they are then able to see how their creativity and thoughts can directly impact a company.

Although Old Spice may not be in a position where they can reorganize their structure
Old Spice SWOT 13

into a flat structure, they can create a platform that allows employees to have a voice.

Such a platform will create an environment where employees are able to constantly add

to the innovation of Old Spice. One way to do this would be to create a platform where

employees are able to post ideas and discuss what ideas they like the most. This platform

can be compared to Starbuckss MyStarbucksIdea.com. Those who communicate ideas

for the MyStarbucksIdea.com are consumers who are able to Share. Vote. Discuss.

See. the ideas they put out into the platform. This process will allow a more open and

creative structure for employees to share their ideas. It is definitely possible for Old Spice

to utilize a platform along these lines, with a creative name such as TheSpiceShop.com.

Employees are at all different levels and focus on all different aspects of Old Spice. With

the amount of diverse perspectives employees have on Old Spice it can be so powerful to

see what employees are observing and what they may want to change or add to the brand.

A platform where these diverse perspectives can be put together will create an incubator

for innovation and brand pioneering.

80th Anniversary- We also see an opportunity for Old Spice to expand their market. We

propose that Old Spice recreate the very first pilot scent they made for women when they

first started in 1937. With the approaching 80th anniversary of Old Spices

establishment, doing a tribute to the past would be a great way to celebrate. Also, to

make tribute to the original bottle, Old Spice should have the old design of the bottle be

recreated in a plastic version. Although the original bottle was glass, recreating it in

plastic will be more cost efficient. The original bottle, with the current logo of Old Spice,

along with some indication printed on the bottle that the company is now reintroducing

the first Old Spice womens fragrance set would give the brand much attention from the
Old Spice SWOT 14

media and consumers. With the resurgence of the original idea of a womans fragrance,

Old Spices 80th anniversary would be a true celebration of their past.

Womens Line- Old Spice has competition with many companies, its biggest competitor

being Axe. Due to the heavy competition between Old Spice and Axe, we have look into

what has given Axe more success. In 2012, Axe successfully pitched their first womens

line of products in the scent Anarchy (Zafar). These new scents excited women

everywhere and caused a spark of conversation in womens magazines such as

Cosmopolitan and InStyle. On the website of InStyle it was stated that, Axes Anarchy

scent was perfect for women who always considered Axe to only be products in the

bathrooms of our brothers and boyfriends (Mychaskiw). The new line of products

would be made for girlfriends and wives who already buy Old Spice for their significant

others. These products would be just as affordable and targeted toward the everyday

woman, around the ages from eighteen to forty years old. Old Spice needs to take a

daring step forward to extend the line and the variety of people they market too. There is

a more than large enough market for women desiring to find effective, long lasting

antiperspirants and fragrances.

Green/Safer Products- Overall, P&G utilizes green materials for a lot of their products.

For some of its products, though, there is opportunity to further the use of these green

resources. There is an opportunity to increase not only the ethical, but also the social

responsibility of the brand. Many of Old Spices products use ingredients that are not

eco-friendly and not necessarily considered safe for human use either. One of these

products is propylene glycol, which has been known to cause skin rashes in those with

sensitive skin (Sherman). Because of this, Old Spice has the opportunity to utilize
Old Spice SWOT 15

glycerol in place of the harsher product. Glycerol is a natural alternative with the same

effects as propylene glycol without the same effects on human skin. Another not so safe

product used in some Old Spice products is synthetic coloring. Synthetic coloring is

considered a human carcinogen and skin irritant (Cunningham). A solution and

opportunity for this product would be to either not use coloring altogether or use natural

colors. Both of these options would not only be safer for users, but also more sustainable.

It would not only benefit the product itself, but the company overall to go green. This

would create an opportunity for Old Spice to increase its social responsibility. Ultimately,

this could encourage consumers who previously did not purchase Old Spice, to now

purchase it because of its conscious effort to use safer and greener products.

THREATS

Class Action Lawsuit- Problems with Old Spice products are being brought to attention

through a currently open class action lawsuit against Procter & Gamble. The lead plaintiff

is a Virginia man who says he suffered severe rashes, burning and discomfort after only

a few uses of an Old Spice product (Grasha). Along with this man the lawsuit also

contains the cases of at least 100 other consumers who have been affected by these

products. It is seeking over $5 million in damages for consumers who purchased Old

Spice deodorant and were injured by a deodorant rash or chemical burn and contains 13

different Old Spice deodorant products (Old Spice Deodorant Rash). This is a threat to

the Old Spice brand because the bad PR will affect any of the brands products that are

still on shelves. The large amount of social media attention that is now being brought to
Old Spice SWOT 16

the issues with the different Old Spice products will discourage large amounts of

consumers from buying this brand of deodorant as well as possibly continue spreading

the word through different social media sites and negative word-of-mouth. This type of

bad PR can make Old Spice brand investors nervous and cause many consumers, affected

or not, to search for alternative products causing Old Spices market share and revenue to

decrease.

A Shift Toward Small/Local Brands- Old Spice faces significant challenges from shifts

in socio-cultural and demographic forces. An increasing amount of younger consumers

are buying personal care products from small/local brands, all-natural brands and

monthly subscription services; areas in which Old Spice has a weak or no presence. In

just 3.5 years, Birchbox, a monthly box subscription service for personal care products,

has grown its subscriber base to 800,000 subscribers and the organic and natural personal

care products market growth has consistently outpaced the conventional product market

growth in the past few years. Old Spice is particularly vulnerable to these forces, as their

target market of young males is proven the least brand loyal, in regards to personal care

products.

Both retailers and competitors of Old Spice and P&G have reacted quickly to the

consumer shift away from conventional, big brand products. Target has begun to carry a

greater selection of smaller brand products and tailor inventory to fit local tastes. Another

one of Old Spices competitors, Unilever, has recently purchased Dollar Shave Club,

which has given them an upper hand with younger males in the monthly subscription

market. Unilever is also discussing a deal to acquire celebrity Jessica Albas, Honest Co.,

a consumer products retailer focused on natural personal care products; this acquisition
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would provide Unilever with a foothold in the emerging natural product market. With

Unilever making definitive strides to establish a presence in these emerging markets,

P&G and Old Spice remain vulnerable if they delay to enter the monthly subscription

service market and natural product market.

Close Brand Competition- Old Spice constantly faces fierce competition from other

large brands such as Axe, Gillette, Degree, and Dove Men that focus on the same target

market. Competition in male personal hygiene products is a fierce market that is

experiencing rapid growth. Axe and Old Spice consumers are very similar. 70 percent of

these consumers are men and most of them are between the ages of 25 and 34. As

expected, many of the consumers that each company targets overlaps. According to Slice

Intelligence, Old Spice outperforms Axe in regards to buyers per income in each income

level except for the 1-50k range (As seen in Figure 8). This can be interpreted as

consumers who likely are students, which make up 43.67% of Axe consumers. Old Spice

may not identify with students as well as Axe does, costing them a large number of

customers in the US market. If another economic recession were to hit the US, Old Spice

might lose some of their 50k-100k income customers as they may drop below their

previous income level, which stats prove, tend to buy Axe products. Nearly 75 percent of

Old Spices revenue comes from strictly deodorant sales, while Axes revenue is evenly

dispersed across its entire product line (As seen in Figure 9). Styling Products, Cleansers

and Shampoos all generate more revenue per category than the opposing Old Spice

Products, making up a total of 46.3% of Axes total revenue vs. 16.8% of Old Spices

total revenue (Stanton). Old Spice also struggles compared to other large brands in

regards to toiletries/grooming/aftershave brands. In 2014 Gillette, Degree, and Axe all


Old Spice SWOT 18

outperformed Old Spice in sales in the US. Degree Mens deodorant out sold Old Spice

High Endurance deodorant by over $70 million dollars in sales in 2014 (As seen in

Figure 10). Old Spice High Endurance deodorant saw a -2.4% decline in sales in 2015

which was actually higher than Degree Mens deodorant (-3.4%), however Axe Dry

deodorants (no change) and Dove Men+Care deodorants (31.3%) both have a higher

growth of sales than that of Old Spice (As seen in Figure 11).

Overall Axe and Old Spice are in a fierce competition for the same customers and

are neck and neck in regards to market share making them huge rivals. Gillette ($783m)

dominates the shaving and grooming industry boosting the highest amount of sales,

outperforming Old Spice in the same category by $709 million dollars annually. Degree

has firm control over the men's deodorant market, outperforming Old Spice deodorant by

over $47 million dollars in sales in 2016. Dove Mens+Care is also putting pressure on

Old Spice because it has seen such rapid growth in the industry the last few years.

Although Dove Men+Care has most recently been outperformed by Old Spice High

Endurance by $2.1 million dollars, generating 4.3% of the deodorant market share

compared to 4.4% posted by Old Spice High Endurance (Drug Store News), they are

gaining on Old Spice at an alarming rate, for the amount of time that they have been in

existence.

Competition within P&G- Within their own umbrella company of P&G, Old Spice is

forced to compete with a lot of its family members for the same target market and

product. For example, according to Quoras website, Gillettes target market is roughly

18-34 year olds and Old Spice is targeted towards roughly that same market. Old Spice

has recently turned from targeting the older generation and has refocused its marketing
Old Spice SWOT 19

efforts towards the younger generation. One of the problems associated with this

repositioning is that there is a conflict of target markets within the P&G family, causing a

loss of profit and a competition for consumers within itself. The market size has gone up

4 billion dollars in a mere four years, and is projected to go up almost another 6 billion by

2021 (As seen in figure 7). With the antiperspirant and deodorant market is so large every

little bit of the market share is important and having the two brands compete against each

other is unneeded.

Conclusion

Old Spice is a brand that is rich in history. One that is a part of the fabric of our American

culture, and something that can hopefully stand the test of time. From the beginning with

William Lightfoot Schultz and the Shulton company and now with Procter and Gamble, Old

Spice is a brand that has and will thrive in the days to come. Though the path is not always easy,

Old Spice is a dynamic brand that continues to grow and thrive. Whether its by utilizing its

strengths, such as its iconic and easily recognizable brand image, strong and interactive social

media presence, innovative and engaging advertising campaigns, or the quality product which it

produces. Old Spice has strengths and opportunities that it can focus on as it continues to grow.

These include a dynamic and engaging workplace for its employees, a possible historically rich

women's line, an environmentally friendly approach, and historical approach to its future by

utilizing its prosperous past in its marketing. Old Spice can truly flourish in the years to come if

it can utilize these things, stay away from the threats of its competition, and fix weaknesses such

as animal testing and mixed brand image. Overall, Old Spice is an incredible brand with a rich

history and an incredibly bright future.


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Figure 1

Figure 1

Figure 2

Figure 3

Figure 4
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Figure 5 Figure 6
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Figure 7
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Figure 8

Figure 9
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Figure 10
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Figure 11
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"AXE." Twitter. Twitter, n.d. Web. 16 Oct. 2016.

"Case Study: Old Spice Response Campaign." D&AD. D&AD Digital Marketing, n.d. Web. 19

Oct. 2016.

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Old Spice SWOT 27

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2016.

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Old Spice SWOT 28

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2016.

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2016.

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Old Spice SWOT 29

Zafar, Aylin. "Axe Body Spray." Time. Time, 9 Jan. 2012. Web. 11 Oct. 2016.

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