Old Spice Marketing

nonagenarian spice up is an exceptional stake founded on a rich history. It has succeeded in transforming itself from a blade that was more focused towards my generations grandparents to a recent millennium sensation for younger meetings to utilize by using the commercialise sixth sense overlap strategy. monitor lizard and Gamble currently owns the aged(prenominal) raciness sucker and takes up a considerable amount of the work forces prep market segment. grizzly spicery is still humansaging to maintain a competitive advantage and is growing toward its peak in its product emotional state rack with little product attri thoes that differentiate themselves from their competitors. admonisher and Gamble is currently expanding whiz-time(a) ribaldrys product mix and maintains competitive pricing. aged modifys mark off is promoted a highly rated advertising strategy and distri notwithstandinges its products intensively to retailers and wholesalers. The source of gray-hai rubicund spice is George Schultz. He was introduced to the provision market when he was 19 years old by working as a salesman for his father, William Schultz. Williams company, Schulton Company, in the Bronx, New York in the mid 1930s. Schulton Company, originally named the Lightfoot Schultz Company, was formed in the 1920s and sold soap and toiletries.William Schultz came to the conclusion that he would never obtain wealthy selling a private label product during the first gear and decided to search for a product that he could trademark and transfix the public eye. He met with Enid Edson, an artist, and searched for label designs through intensive research. It was solitary(prenominal) in short by and by when William Schultz true the first older spicery product. It was a womanly fragrance that was developed from a memory of a rose brandish his mother kept in the house, a combination of roses, cloves, herbs, and other spices, and called his new line of toiletries earlier Ameri hind end aging spiciness for Women. While this was happening, George Schultz pursued his chemical engineering degree charm continuing to make coin from being a salesman for Schulton. He became the plant manager shortly after and moved Schulton to its current site in Clifton in 1946. William Schultz passed away in 1950 and George Schultz was selected as president of Schulton and continued to build the company. Proctor and Gamble past bought aged change in 1990. disused Spice market division is now targeted towards the younger generation, typically ages fifteen and up, who are intending the look their lift emerge and smell genuinely masculine.Also, the brand is reaching out to females who want their partners to nonplus masculine- olfactory propertyed fertilisation products. There are currently three lines of the Old Spice brand High Endurance, authorized, and Red Zone. High Endurance is the basic line, Classic contains the original scent of Old Spice, and Red Zone is the higher-end of the brand line. This allows for market segmentation to be split even more towards the older crowd who enjoy the original scent of Old Spice, and also to those who enjoy the newer configuration of scents. In 2011, Proctor and Gamble held 43% of the mens grooming industrys sales and currently selling at $66. 47 per share.Throughout the previous years Proctor and Gamble has been self-consistent with the market trend, including the economic downturn. However, Proctor and Gamble has been staying ahead of the market footing per share by a large margin. Old Spices product brand has evolved little over time. Its label has a consistent nautical rootage to it. Its logo started off with a sailing vessel as a trademark. The original enters used on their products were the Grand Turk and the Friend transport. In 1992, these tall ships were replaced with a yacht, giving the brand a more modern feel. Today, Old Spice uses the original tall ship motive that it or iginally used.Old Spice is abstruse in a wide brand extension as well. out preparedness off with aftershave coating and shaving soap, the brand has ext stop to deodourant sticks, carcass wash, body spray, and other male grooming products. As stated before, Old Spice was originally designed for women, but now is predominantly a male brand. It is amazing how successful Old Spice has been even though it has little product attributes that give them a sustainable competitive advantage. ane of its product attributes include the distinctive red carriage that the brand has consistently kept since it was first developed.When you are in a mens grooming section and you see the red products, you know that it is Old Spice. Also, it has developed a wide variety of different scents in the 2000s. Other than that, Old Spice has relied heavily on their advertising method that I go out elaborate on subsequently in this publisher. I would argue that the products life cycle is currently in betwe en the growth and maturity stage. Old Spice has been able to maintain its competitive brand since the early 1900s and continues to rein the mens grooming segment.The Old Spice brand is soon attempting to expand its product mix. This directly represents their product strategy. They are focusing on market penetration and diversification. Market penetration is define as purpose new customers for existing products. Diversification in terms of marketing is defined as developing new products and cultivating new markets. Old Spice is diversifying their products and potentially reaching out to new customers by doing so. From the Old Spice website, you can buy products that are not directly re belatedd to the male grooming market segment.One product that caught my attention was the deodorant protector. I am not quite sure why someone would need a deodorant protector, but whitethornbe it is a way to show that the Old Spice product is valuable and a prized possession. The next product tha t caught my attention was a shirt with the famous Im on a horse cavalry quote spoken by Isaiah Mustafa in an Old Spice commercial. This product mix shows that Old Spice is taking risks in expanding their product cream and is willing to reach into other product lines. Product development of Old Spice dates prickle from 1937 to today.In 1937, Old Spices first product, a female fragrance, was introduced and the first male products, a shaving soap and aftershave lotion was developed one year later in 1938. The product appearance is consistent with the nautical pedestal as seen with the buoy-shaped bottle and clipper ship logo on the front. Also, the brand kept its cursive Old Spice logo that signifies its historical lasting. After Old Spice was bought by Proctor and Gamble in 1990, the tall ship logo that Old Spice kept prevalent throughout the 20th century was modified to a yacht logo in February of 1992.Throughout the early 2000s, Old Spice has introduced miscellaneous new scents , such(prenominal) as After Hours, Komodo, Matterhorn, Aqua Reef, Swagger, Fiji, Cyprus, and many more. In 2008, the Old Spice brand decided to reintroduce its original scent to reach back to the brands origin. This is shown by a a quote on the back of some Old Spice products that read, The original. If youre grandfather hadnt worn it, you wouldnt exist. They also replaced the glass buoy-shaped bottles to moldable for durability and replaced the gray stoppers with red ones to be consistent with the red theme that Old Spice is cognise for.Proctor and Gamble has continued to keep Old Spice competitive in the male grooming market segment. The price of Old Spice products is either equal to or just meagerly above its main competitors. Some of its closest important include Degree, Axe, mature Guard, Dial, Dove, Olay, and Nivea. In Wal-Mart, Old Spice deodorant typically sales for around $3. 97. This price gives them an advantage by providing the psychological factor to their consumer s that Old Spice is a top brand product since it costs more than its essential competitors. Degree deodorant sales for $3. 87, Axe for $3. 47, and regenerate Guard for $3. 2. Right Guard and Degree brands are geared more toward the athlete healthful market while Old Spice reaches out to not only that, but also toward men who just want to smell good. The Gillette brand is a competitive product with Old Spice but is owned by Proctor and Gamble and contributes to Proctor and Gambles total market share. Old Spice distributes its products through an intensive distribution treat. This process requires the manufacturer to gain exposure through as many wholesalers and retailers as possible. Some retailers that Old Spice distributes to are Wal-Mart, K-Mart, Target, and ShopRite.Wholesaler distribution includes convenience stores alike CVS Pharmacy, Walgreens, Rite Aid, and small mom and pop stores. Old Spice is considered to be a product that many men need and is pushed through the market. Since Old Spice are a part of Proctor and Gamble, their products can be shipped out with other Proctor and Gamble products. This results in a very(prenominal) cost-effective distribution method for Proctor and Gamble. However, Old Spice may be involved with some difficulty when their business partners puzzle liberal and slows down the distribution process, creating a thin line between partners and competitors.They become resistant because they may expect more of a profit from Proctor and Gamble since the company is so successful. Old Spice should consider distributing products on their own to reduce these conflicts and clear congestion in the distribution process. Old Spice advancement is in both invest sets and per unit that dates back to 1938. The original gift set packaging were cardboard boxes protected with strike thin wood veneer do by the Hull pottery Company. The packaging had printed on it the ship Grand Turk, Mount Vernon, Brig Experiment, Friendship, and R ecovery.The first major change in the gift set packaging was in 1955, replacing the wood-colored box with a solid red and giving the tall ship a more contemporary look by whitening the sails and black the hull. Shortly after, in 1963 a gold compass was imprinted on the red gift set box and remained this way until 1970. Ten years later the gift set cover consisted of a series of copies of large conventional clipper ships that include the Hamilton, Wesley, Salem, and Birmingham. In 1977, four different gift set cover designs were introduced that included a collection of watercolor prints.These prints were of scenic harbors, such as the New Orleans Harbor, San Francisco Harbor, Savannah Harbor, and Mystic Harbor. Then, in the 1980s, the gift set packaging top was covered with a modern print of the products inside the package. Today, the Old Spice gift set maintains the print of products inside the package or contains a see through cover so the consumers can view the products themse lves. The package remains red, the words remain cursive, but the red is a darker shade than the well-known bright red. Individual packaging per Old Spice product were for the original after-shave and cologne in the early 1940s.The box was wrapped in dark red paper and the glass bottles were white and buoy-shaped to display the nautical image that Old Spice portrays. The Old Spice logo consisted of cursive letters with the words Early American above Old Spice and had had scrollwork surrounding the lettering. In the late 1950s and early 1960s, the scrollwork was removed and the Old Spice letters were made larger. Today, the Old Spice individual packaging varies but has a consistent nautical theme that aims toward various consumers. Old Spice boosted its popularity and sales by a large margin when they launched the Smell like a man, man crusade in July of 2010.It was a commercial starring Isaiah Mustafa that immediately reached out to women by starting the video with Hello, ladies. H e indeed continued persuade women that their man can smell like he is good tone by saying, Look at your man. today back at me. Now back at your man. Now back to me. Sadly, he isnt me, but if he stopped using ladies scented body wash and switched to Old Spice, he could smell like hes me. The commercial ended with Mustafa obviously stating, Im on a horse while sitting backwards on one. This video gained mass amounts of attention and had more than 6. million views on YouTube in just one day This campaign was also promoted by creating a bathroom set with Mustafa, also known as the Spice Man, standing with just a towel on. Fans could then send the Spice Man questions on from Facebook and Twitter and four writers quickly crafted responses to those questions that the Spice Man then answered with. There were 65 of these response videos uploaded and force up to over 5. 2 million views on YouTube. In conclusion, Old Spice is a widely successful brand that was founded on a rich history during the Great Depression.Since then, the brand managed to reach millions of consumers to become one of the most popular male grooming products on the market today. They did so with little modifications to product packaging and appearance. Proctor and Gamble was a capacious factor in Old Spices success and continues to protract Old Spice through its growth stage in its product life. Their intensive distribution strategy and competitive pricing puts them on top and helps Old Spice maintain about 43% of the mens grooming market. Old Spices nautical theme is strong, confident, and masculine.Like the product says, If your grandfather hadnt worn it, you wouldnt exist. Works Cited Berner, Robert. Old Spices Extreme Makeover. Businessweek. com. Bloomberg Businessweek, 01 Nov. 2004. Web. 12 Mar. 2012. . Cover, John C. Proctor and Gamble A marketing Technique. 1967. Print. Newman, Andrew A. Old Spice Argues That Real Men Smell Good. Nytimes. com. New York Times. Web. 12 Mar. 2012. . Ol d Spice. Old Spice.Web. 12 Mar. 2012. . Old Spice Collectibles. Old Spice Collectibles. Web. 25 Apr. 2012. . PG Summary for Procter Gamble Company (The) Yahoo Finance. Yahoo Finance. Web. 12 Mar. 2012. . Procter Gamble. PG. com Home Sustainability, Company, Brands. Web. 12 Mar. 2012. . Proctor and Gamble. United States American History. Web. 12 Mar. 2012. .