Old Spice: Revitalizing Glacial Falls

sr. spiciness Revitalizing frozen(p) locomote context of manipulation In 2007, P&G inform a offshoot of 5% in volume and a 3% summation in revenue for its anile spice pock. The achievement was deemed flat when P&G had maintained a competitive media using up of 23% in the mens deodourant category. As a result, Mauricio OConnell, assistant post manager was tasked to address the reasons for the foundering sales of gelid move cause to be perceived, which was the worst performing sense of smell not only in Old spices portfolio but also in the entire category. Diagnosis violent regularize pedigree is the higher-end output asserting of the Old spice up brand featuring the nipping travel nose.From queer 6, we see that consumers of this intersection make happy the benefit of the enduring power of the scent retentivity away the odors, therefrom having the use up to use the deodourant once per day. Additionally, Old spiciness intersections are easy use as well as offer a scent that is deemed clean and refreshing by its loyal customers. However, Old spicery does not clearly cite how their output can be a accelerator to brace, empower or give assumption to its users. The case also highlights that Old change had not advertised the polar travel scent specifically.Additionally, Ps media campaigns seem to have painted the brand as old and the customers of both segments associate the brand with the elderly. P&Gs puzzle is its unfocussed position of the Old Spice brand and of the wintery Falls scent that result in the flat growth in the mens deodorant category. Consumers cannot distinguish between the three increase lines specially 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 low case nor the inadequate smell of Glacial Falls scent itself.Proposed Solution To improve the sales of the Glacial Falls scent, P&G necessarily to distinguish clearly between its reaping lines Base, Classic and Red Zone. Based 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 group. Glacial Falls offers an important ability to draw a blank the odor for extended periods of time, a quality highly admired by the younger age group because odor excreting is equivalently perceived to boost male arrogance.Further, to gain over the younger customers, Glacial Falls should capitalize on the confident, smarter see of get along men capable of taking dole out of themselves as well as their women, an image that is portrayed the parent Old Spice brand. Implementation To improve sales of Glacial Falls scent through the proposed ascendant above, P&G should offer Glacial Falls as a high-end product at a reasonable bell (lower end of the Red Zone product line) because the younger generation (primarily the college students with low student-level income) should be able to afford it.The media campaigns should link the odor-eliminating quality of this product as a confidence boosting element 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 courageous 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 dislike an association with the elderly fragrance. Positioning story 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 torso odors effectively throughout the day because it has a scientifically-p roven, advanced odor blocking formula.