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This is a presentation of our 2014 marketing plan for Old Spice. We created a two-step plan as a proposal projected to earn Old Spice $9,294,382 in top line revenue for 2014. This was a group project made up of four marketing majors in our Marketing Management class.
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To Be Successful
3Must Win At Points
Stimulus
ConsumerDecision Model
Stimulus
Pull Moment
ConsumerDecision Model
Stimulus Shelf
Pull Moment
ConsumerDecision Model
Stimulus Shelf Experience
Pull Moment
ConsumerDecision Model
Where is Old Spice Dominating?
THE PULL MOMENT
&
The Experience
Where is Old Spice Losing?
THE Shelf
Because of High Competition...
Brand Loyalty
The Spice Guy 2014 Goal
Brand Loyalty
Cole | Karamoko | Krajenka | Smith
How Will WeBrand Loyalty?
Through Tactics 3
Promotion
Subscription
Strategic Alliance
Promotion
Subscription
Strategic Alliance
Promotion
Subscription
Strategic Alliance
Let’s Look At Tactic 1:
Subscription
Old Spice: Send
Right To Doorstep
[Automatic]
Renewal
[Automatic]
Renewal &
Fulfillment [Guaranteed]
The Ultimate Convenience
Do Consumers Want Old Spice: Send?
YES!
Old Spice: Send Process
2.1. 4.3.
Four Steps.
Go Online1.
Answer Questions2.
Enter Info3.
Sit and Wait4.
Old Spice: Send Packaging
Buy Ounces
Buy Showers
‘Shower’s Left’ Measurement
Pump Instead of Cap
The Pump Does Things2
Regulates
Usage1.
Regulates
Usage
Reduces Plastic
1.
2.
Free Pump With Online Purchase
1ST
The Marketing Tactics
“Old Spice: Send... Make Your Time Smell Better
[Ad Campaign]!”
Shelf Online
Sales Promotion
Green Marketing
Old Spice: Send Financials
shipping cost[$2.50]
15%[plus $1.99 Shipping & Handling]
No. Subscribed Avg. Months Amt. Per Month Revenues
68,000
76,500
85,000
93,500
102,000
8
8
8
8
8
$6.59
$6.59
$6.59
$6.59
$6.59
$3,584,960
$4,033,080
$4,481,200
$4,929,320
$5,377,440
Projected Revenue
How Does Old Spice Benefit?
Send Eliminates Competitors
Willingness to Pay... Again!
Let’s Look At Tactic 2:
Strategic Alliance
Same Age Demographic
111 Hotels World Wide
14,985 Rooms World Wide
Old Spice Instead of Bliss
Old Spice Revenue[Projected]
Hotels: Rooms:
Total Rooms:
Oz. Per Room:
Oz. Per Shower:
Showers Per Bottle:
Showers Per Day:
Days Per Bottle:
Bottles Per Year 1 Room:
Bottles Per Year All Room:
Price Per Oz:
Price Per Bottle:
Total Revenue:
111
135
14,985
40
0.5
20
2
10
36.5
546,952.50
0.22
8.80
$4,813,182.00
Let’s Look At Tactic 3:
Promotion
Main Promotions3
Mass Marketing
Online Marketing
Fifa World Cup
Mass Marketing
Online Marketing
Fifa World Cup
Mass Marketing
Online Marketing
Fifa World Cup
Old Spice: Online Marketing
Mr. Wolfdog
Google+ Hangout
Twitter Hashtag
Gamer Tag
Live Webinar
Remember 2010
Old Spice: Mass Marketing
TV & Print
Avoid Confusion
Old Spice: FIFA World Cup
3.2 Billion Viewers in 2010
4.0 Billion Viewers in 2014
[projected]
[over]
Official Sponsor
Online Interaction With... Mr. Wolfdog
Keys For promotional2 Success
Remember 2010 &Catch The FIFA Wave
Old Spice: Calendar
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
R & DJuly 1st - Dec. 31st
Holiday Season Soft
launchDec 1st -
31st
Calendar: 2013
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Old Spice: SendJan 1st - Dec 31st
FIFA World Cup Promo April 12th - July 13th
Aloft Strategic AllianceJan 1st- Dec 31st
End of Year
ReviewDec 1st -
31st
Mid Year ReviewDec 1st -
31st
Calendar: 2014
What Does All This Mean?
Old Spice: Positioning Statement
“For men 18 – 34, Old Spice is the most convenient Men’s Personal Care Product
because Old Spice is the only personal care brand that delivers the product to your doorstep and never lets you run out.”
Old Spice: Positioning Map
$ $$$1.25 2 3 4 5 6.3
High Convenience
Low Convenience
High Convenience
Low Convenience
$ $$$1.25 2 3 4 5 6.3
Old Spice: 4 P’s And T
Product
‘Shower’s Left’ Measurement Stripe
Pump Cap For Body Wash
1.
2.
Place
Straight to Doorstep1.
Price
15% For Send
Add $1.99 In Shipping
1.
2.
Promotion
Mr. Wolfdog Campaign
1.
2.
3.
Old Spice: Send Promotion
FIFA World Cup Campaign
Prop
ensi
ty to
Allo
cate
Att
entio
n
Propensity to Spend TimeLow High
Low
Hig
h
I. Convenience II. Motivation
III.Value
IV. Habit
Timeographics
Framework
Prop
ensi
ty to
Allo
cate
Att
entio
n
Propensity to Spend TimeLow High
Low
Hig
h
I. Convenience II. Motivation
III.Value
IV. Habit
Timeographics
Framework
Sales
Sell More To Existing Customers
No. Of Customers
Avg. Ticket Price
Sell More To Existing Customers
No. Of Customers
Avg. Ticket Price
Sell More To Existing Customers
No. Of Customers
Avg. Ticket Price
4,481,200
4,813,182+[Old Spice: Send]
[Aloft Alliance]
4,481,200
4,813,182
$9,294,382+
[Old Spice: Send]
[Aloft Alliance]
Thank You
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