Old spice is one of the most well known brands in the portfolio of Procter and Gamble. It became a part of the P&G family in the year 1990 when P&G acquired it from Shulton company. The earliest Old Spice product was released in 1937. In 1990, P&G bought the old spice fragrances, skin care, anti perspirant and deodorant products. While it has continued to sell some of the original products made by Old Spice, the company has also extended the product range by introducing new ones. The company has invested in Old Spice and its marketing to help the brand find faster growth. However, the previous year still proved to be a financially challenging one for Old Spice. P&G has strategically held further investment in P&G till it has found a winning proposition in a promising category.
Read more about Old Spice in this marketing mix – Product, Place, Price and Promotion.
Old Spice has brought a large range of personal care products. Its range of products includes:
- Antiperspirants and Deodorants
- Body Spray
- Body Wash & Bar
- Styling products
Old Spice has brought a large collection of great quality antiperspirants and deodorants. Its large collection of deodorants with various fragrances is designed to meet the choice of consumers with varying tastes. Apart from them, it has also brought foams, body washes, bars and body cleansers. Moreover, there is a large range of shampoos and conditioners available for men from Old Spice. Its hair grooming and styling products include gels, styling creams and waxes.
In US, a large number of retail brands including Walgreens, Walmart, Target, CVS and others sell the products by Old Spice. Online retailers like Amazon also sell Old Spice products.
Old Spice has priced its products competitively. Most of its products are available in the price range of $5 to $10. By pricing its products competitively, the brand has been able to maintain demand. However, the revenue of P&G from Old Spice reduced last year which has led the company to reduce its investment in Old Spice. Now, apart from managing its prices better, the company is also looking forward to introducing new lines of Old spice products that could help it find faster sales growth and grow its customer base.
Old Spice uses various channels for marketing and promotion of its brand and products. It has been using both digital and non digital channels for promotions. Apart from Seasonal promotions like the Superbowl commercials, the company uses other forms of digital promotions to drive sales and keep its fans engaged. From time to time it also runs promotional campaigns to churn excitement and to grow its sales. Its 2010 ‘Smell Like a Man, Man’ campaign featuring the handsome, witty and chisel-chested Old Spice Guy (former NFL wide receiver Isaiah Mustafa) was launched just prior to the 2010 Superbowl and quickly became a viral video sensation. This ad was viewed more than 100 million times on YouTube and earned more than a billion social media impressions. The company also saw a sharp rise in its number of Twitter and Facebook followers after the release of the campaign. Old Spice also uses its website and other online channels like e-commerce sites and social media for regular promotions and customer engagement.