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PowerPoint Presentation
IMC
Presented By:
Rajeev Kumar PGCM4(1424)
Sahil Jain PGCM4(1429)
Submitted to: Prof S. Nanda
History
1934 founded by William Lightfoot Schultz
1937introduced for women
1938 Introduced for men
June 1990 Procter & Gamble Acquired Old Spice
2012 its iconic clipper ship logo replaced with a yacht, and targeting changed to young demographic segment
Brand Identity
As a symbol
As a person
As an organization
Brand as a product
Macho man
Bold and Appealing to women
Confident
Handsome
Sufficient Advertising Budget
Focus on customer engagement
Mens & women grooming brands
Americas iconic
Successful
Sailing ships
Racing yachts
David Aakers framework of brand identity
Brand as a symbol
Sift from boat to yacht logo
A small vessel for travelling over water
A medium-sized sailing boat equipped for cruising or racing
The Man your Man could Smell Like Campaign
55000 fans
oldspice.com* 9 times
from previous year.
The Man your Man could Smell Like-2010
Video Posting
Became Viral
10 million Views
rich of
Traffic Increased
Analysis
Brand Rejuvenation
Shifting of Target Segment
Acquired by
Repackaging
Deodorant & Men grooming
Personality
Culture
Self image
Reflection
Relation
Brand Identity Prism Old SPICE
Like NFL player Isaiah Mustafa,
Bruce Campbell
American
Smell Like a Man
Suceessfull
Mark of Man
Authenticity,
Peformance,
Confidence
Social Media Campaign,
Youtube
Physical product
Brand Equity
Brand Awareness: TV ads, Social media promotion, Various campaign
Brand Loyalty: Twitter: 253k followers
Facebook: 2565887 likes
Brand Association: Wieden+Kenedy
Memorability: Logo
Fragrance
Skin Care
Anti Perspirant
Deodorants
Brand Architecture
Product Brand
Umbrella brand
Products
Brand Positioning
Year197019802013-14PositioningPositioned for father, and grandfather Slogan: Mark Of a ManFamily Oriented:Man with father and childrenSlogan: Mark of an ultimate ManYoung demographic of man or becoming manSlogan: Smell like a manReferences
Aquino, J. (2011, February 10). The 10 most successful rebranding campaigns. BusinessInsider.com. Retrieved from
http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=1
2. Brand Profiles. (n.d.). Red, square Old Spice logo. Retrieved from
http://www.brandprofiles.com/oldspice-logo
3. Aquino, J. (2011, February 10). The 10 most successful rebranding campaigns. BusinessInsider.com.
Retrieved from http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=1
Brand Profiles. (n.d.). Red, square Old Spice logo. Retrieved from
http://www.brandprofiles.com/oldspice-logo
4. Keller, K. (2013a). Strategic brand management (4th ed., p. 114-119). Upper Saddle River, NJ: Prentice Hall.
5. Old Spice packaging. (2012). Retrieved from
http://www.oldspicecollectibles.com/FAQ and more/packaging.html
6. Procter & Gamble. (2011a). About Old Spice. Retrieved from
http://oldspice.newshq.businesswire.com/about
7. Traditional Bottles. (2012). Retrieved from
http://www.oldspicecollectibles.com/Bottles/traditional%20bottles.html
Thank You
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