What marketing strategies would you suggest to the folks at Proctor and Gamble to maintain Old Spice’s position in the marketplace

Prior to reading this case, you should view the following video. This video is approximately 45 minutes in length.

https://www.youtube.com/watch?v=7JG7bTJh52E&feature=youtu.be

You should assume that you have been hired by the leadership at Proctor and Gamble as a marketing consultant and you have been selected to answer several questions related to their marketing efforts. You must advise the company, Mauricio O’Connell, the Assistant Brand Manager of Old Spice on what to do.

In 2009-2010 Procter & Gamble’s Old Spice brand had to respond to two important challenges. First, after a successful rebranding of the Glacial Falls scent into Swagger, Old Spice’s core brand team had to determine its next step in advertising. The options being considered included continuing to advertise Swagger, switching to advertising a different scent, advertising the umbrella brand, or placing an emphasis on body wash instead of on deodorant. This decision also involved proposing both the messaging and the media buy for the option selected. Second, in conjunction with this issue, the brand team had to decide whether the messaging of its advertising should respond to competitor Unilever’s new advertising for Dove for Men, which would be kicked off in an upcoming Super Bowl spot.

As a marketing expert, the company is specifically interested in your answers to the following questions:

What marketing strategies would you suggest to the folks at Proctor and Gamble to maintain Old Spice’s position in the marketplace?

Which of the three ways to manage the product life cycle does or should Proctor and Gamble utilize with its products – modifying the product, modifying the market, or repositioning the product?

What branding strategy would your propose for Proctor and Gamble, and why?

At what stage of the product life cycle would you place the Old Spice product?

What would you recommend Mauricio O’Connell do and why?

Read the scenario carefully and develop your position using supporting arguments from the text reading material and any supporting videos. You must outline your position clearly. Any questions at the end of the case are suggestions to prompt your thinking and do not need to be answered in sequence.

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