Report on Old Spice Bold Spray

7/22/2019 Report on Old Spice Bold Spray

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Report On Old Spice Bold Spray

The first Old Spice product, called Early American Old Spice for women, was introduced in

1937, closely followed by Old Spice for men in 1938. The Old Spice products were

manufactured by the Shulton Company that was founded in 1934 by William Lightfoot Schultz.

Early American Old Spice was developed around a colonial theme. When Old Spice was

introduced, William Lightfoot Schultz was interested in maintaining a colonial feel for those

products and chose a nautical theme of Old Spice.

Thus, sailing ships, in particular colonial sailing ships, were used as a trademark. Through

continuous use and advertising, the various ships have become a valuable trademark identifying

the Old Spice product for men.

The original ships used on the packaging were the Grand Turk and the Friendship. Other ships

used on the Old Spice packaging include the Wesley, Salem, Birmingham and Hamilton. The

Clipper ship was replaced by the Sailboat/Yacht logo on the fragrance bottles in February 1992.

Since purchasing the Old Spice line in June 1990, we have continued to provide many of the

original Old Spice products and have introduced several new products that have enhanced

the Old Spice line.

Old Spice was introduced into the UK in 1957 when, prior to this, the concept of male toiletries

was practically unknown. A very small number of products were available in the UK and the

market was extremely small and under developed. With the launch of Old Spice, the sale of

men's toiletries grew impressively.

Old SpicesBody Spray remains key to the brand, helping it to remain one of the best selling

mass market male grooming sprays in the world.


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What's in a name? The name represents rich, strong, saturated, bold, masculine yet deep and

warm fragrance.

SWOT ANALYSIS

The analysis of the internal and external environment is integral for determining the companys

strategic standpoint and potential for success regarding the product.

STRENGTH

Old Spice body spray an institution where everyone is familiar with this name & its aname they respect hence this brand has a long durability.

Its a very renowned & successful brand in global markets

It has a strong financial position because of the parent company P&G. Strong distribution channel Fame for creative messages Affordable price Wide extension around the world Successful and effective advertisement campaigns Strong emotional touch

WEAKNESS

Old Spice was struggling with its image of an old brand, incapable of catering to contemporary

tastes.

Customer concentration Intense competition in the market. concrete target public (young man) subliminal publicity, Old Spice effect doesnt exist


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unenvied and old design of packaging advertise only spray products, Old Spice production line is much more chauvinistic publicity

OPPORTUNITY

Developing market Continuous Innovation Create new product lines, targeting female customers Maintain better standards of quality Unified advertising campaign throughout the world

THREATS

In the market for men's personal grooming products, there are already very strongcompetitors like Lanxe, Divea & Axe are present.

They hold a very strong market share in Pakistan. It is very difficult for Old Spice or anyother to stand and hold a smart market share in this industry.

The strong market leaders are a threat for Old Spice. Risk of being a brand for enhancing the men sex-appeal Imitation by the competitors Undermining the aspiration of consumers

CURRENT MARKETING SITUATION

BCG MATRIX

SUGGESTIONS


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In order to gain higher % share in the Body Spray market of Pakistan in coming years, it requires

a solid promotion and innovation in it. If it would not be happen it will be very difficult for Old

Spice Body Spray to sustain in the market.

Still in the overseas market Old Spice Body Sprays have achieved a tremendous success and

enjoying its glory of star in its PLC stage.

CUSTOMER PREFERENCES

In customer preferences, we will analyze some of the questions of our survey research, because,

this analysis will help us to understand the customer preferences.

What content would you prefer in your Body Spray?

According to the data collected by our survey, it was found that 38% people prefer

Masculine, 31% Concentration and 31% people prefer Seductive in their Body Spray.

The analysis shows that majority of the people prefer Masculine effect in their Body Sprays.

The percent age of the Seductive and Concentration is same.

Our next question, which of the bottle do you want in 250ml? (Options are glass bottle, can,

disposable bottles, and plastic bottles.)

According to this graph 34% of them prefer Metallic bottles, 33% of the people prefer

plastic bottles, 20% of them prefer Can and 13% prefer glass bottles.

This analysis shows that either metallic or plastic bottles should replace the glass bottles.

Next question is what price range would you prefer? (For 250ml). And the answers we received

for this question were as follow:

According to this graph, 73% of the people prefer price between Rs.120-200, 20% of them

prefer price between Rs.100-120, and 7% of them prefer below Rs.100.


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This analysis shows that approximately 73% people are satisfied with the price range of the Old

Spice Body Spray in the market.

CUSTOMER SATISFACTION

We had a question in our questionnaire related to customer satisfaction, in order to find out their

satisfaction for Old Spice before launch. The question was:

Tell me how much you liked the Old Spice by pointing to the face that best shows how

much you liked it.

1

*0% *40% *80% *100%

0% (dissatisfied)

40% (somewhat satisfied)

80% (satisfied)

100% (fully satisfied)

According to this graph, 40% of them were somewhat satisfied; 40% of them were

dissatisfied, 13% of them were satisfied and 7% of them were fully satisfied.

The satisfaction of the customers is based on their preferences. If the manufacturers of Old Spice

provides them what they want then customers are automatically satisfied from Old Spice.

SEGMENTATION AND TARGETING

GEOGRAPHIC SEGMENTATION

Geographically, Old Spice Body Spray divided Pakistan into provinces and then into cities.

Climate is also very important geographical factor. Old Spice Body Spray sprays contain

many minerals mosituring skin and make you feel fresh and comfortable even for long

periods of hot weather conditions.


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ANALYSIS AND SUGGESTION

This helps them to increase the market share of Old Spice and generate cash.

We will first cater the Karachi city and will also cater the other city of Pakistan. Our aim is to

capture as many as cities of Pakistan as possible and will also focus the small cities of Sindh,

like:

Hyderabad

Nawab Shah

Larkana etc.

Mainly targeting areas where people are still using unbranded Body sprays and fake brands of

body sprays. This is the best market to cater and create awareness about Old Spice Body Spray.

The climatic conditions of these cities are also very attractive for our product.

DEMOGRAPHIC

Demographically the market is segmented on the basis of:

Age

Gender

Family size

Income

PSYCHOGRAPHIC

In psychographic segmentation, Old Spice Body Spray considers only one factor, which is Social

class.

TARGET

Their target social classes are middle & upper class. In past P&G were catering to these classes

in Pakistan. But they face some problems in catering to these social classes. In our point of view,


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In Pakistan the rich has became richer and poor has became poorer and the middle class

is almost ended or converted into lower class in Pakistan. It is very difficult to stick to the

same social classes and caters them.

That is why we make changes in their strategies and decided that they continue to cater the

middle and lower upper class and also cater the upper class. As the upper class is one of the

major segments for Old Spice Body Spray. In order to attract upper class we gave free samples to

people at Park towers (Clifton) on 26th, 27th and 28th of October 2010. We also introduced UTC

(under the crown) scheme between November till December this year, in which we will give

prizes to youngsters. We are planning to introduce the variant of OLD SPICE Body Spray in

order to attract the different classes of Pakistan which ultimately cater two different segments

likely Aspiration & Vision to Prosper Group are planning to launch a product line extension

variants for Old Spice Body Spray. The uses of mens body sprays are very useful for men, men

sweat more quickly than women. Old Spice agencies sprays to save people a bad smell of sweat.

It is very tedious work, to choose the best mens body sprays are the truth, because the products

available in the market. Buy the perfect male body sprays for men is like a needle in haystack.

Remember the smell of the body have different nozzles for all skin types. There are some points

that you know, if you want to buy the right person and the special needs of Body Spray. Old

Spice Body Spray provides the best selection of body sprays for men to call her partner more

than his share of passionate feelings in its proper perspective.

BEHAVIOURAL SEGMENTATION

Considering variables:

Occasions

Benefits


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User status

Attitude toward product

TARGET

In behavioural segmentation we grouped the people on the basis of their responses and usage of

the product.

We considered that the consumption of Body Sprays does not remain the same through out the

year. In summers (April-July) it sales increases but in winter it sales decreases. In summers the

people used it on almost regular basis. But in winter they use it occasionally, or use it when they

go out (on premises). In order to increase the sales in winter season we influence people by the

tagline:

Experience is everything

By this tagline we want to promote Old Spice as a cool, bold, masculine, energetic, seductive and

refreshing Body Spray. That can be use at anytime.

The Old Spice commercials in overseas market target a slightly older man and imply that there

might be a progression as you grow into their product.

Different people want different mixes of benefits from the products they buy.

Old Spice Body Spray introduces different attractive packaging of bottles, because people want

something new every time as the trend change people want change in almost everything. In this

way they want something new in the Body Spray like change in fragrance, Style, Looks.

Currently, our strategy is to tries to regain its current users of different products of Old Spice

which are already exist in the market. After launching Old Spice Body Spray in Pakistani

market, we will come up with some new strategies to cater the large market of target audience

through the good will of the parent company. Due to that we will increase the market share thats


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why we decided to cater all three different segments in order to convert the non-users into

regular users. We tries to gain a positive attitude toward Old Spice Body Sprays by giving a good

quality product at a lower price as compare to their competitors and make sure that their product

in available at almost all places in Karachi.

STRATEGY

Essentially, the formation of the proposed brand is a merger of line extensions and multibrands

dependent on the area of target market:

Line extension brand strategy would include addressing the marketing objectives of targeting

bold, masculine males by promoting current brands to the new potential market by adjusting the

product strategy to appeal to current affairs that interest this section of the target market still,

however, preserving brand names. Line extension strategy may also be highly effective in

targeting niche sub-culture markets by extending the Old Spice Body Spray brand to appeal to

their unique interests such as the aforementioned Old Spice Body Spray Binary sub-label. Line

extensions represent existing brand names extended to new forms, sizes and fragrances of an

existing product category

The use of multibrand strategy allows for new brands to be introduced in the same Old Spice

Body Spray product categories of deodorants, and even body sprays and shower gels under new

brand names, accompanied by new product strategies. This particular strategy can be

incorporated into achieving the marketing objectives of penetrating new segments

Therefore, a combination of line extensions under the Old Spice Body Spray brand name to

include new fragrances like Swagger, Aqua Reef, Pure Sport adjusting current marketing

initiatives through altering product strategy to appeal to all age groups, and new brands owned

by P&Gserve to satisfy all outlined marketing objectives and increase the market share.


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SUSTAINING GROWTH

Old Spice Body Spray has increased sales worldwide by successfully expanding distribution into

one country after another; while the strategically timed introduction of new Body Sprays has

increased overall market share. As the market matures, P&G must now address new market

opportunities- ethnic multi-cultural markets located throughout the world--where it can realize

incremental sales. Old Spice Body Spray Product line extension Although Old Spice lead

product is the fragranced deodorant body spray, other forms of the brand exist.

"One of the challenges is creating a new habit," said a P&G rep, referring to the spray and

towelettes.

The Overall Old Spice Body Spray image in overseas market is very much strong and it shows

the sustainable growth of it. The brand image and our creative strategies will help to show the

sustainable growth of Old Spice Body Sprays in our consumer market.

CREATIVE STRATEGY

The strategy had to build on the brand heritage, while rejuvenating Old Spice image to make

contemporary. Passive seduction was still a real and motivating consumer insight. The youngs

want to be bold, masculine, charming & seductive without being seen to try too much. Having an

endorser who having all this multi-attributes show an interest gives them the confidence to go on.

However, since all brands talk about seduction, Old Spice had to impose its own point of view in

a clever and motivating way. The execution had to be new and different; it made a break with

conventional publicity. Humour was used, considering seduction as a serious business. The

setting and protagonists used should be relevant and aspirational to the target audience. This

involves moving from the traditional exotic male role model to an environment close to the

consumers reality.


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The creative idea is to show the mens passion effects of Old Spice on women, which is bold,

masculine, energetic & Sexy who is wearing it.

"We want to be efficient and are moving toward power SKUs," said the P&G rep. "We have to

understand what the consumer wants and what makes sense for retailers on shelves. Old Spice is

about odor management and we'll continue to expand on that."

MARKETING SITUATION

When launched, Old Spice will extend its product line: deodorant body spray for men. Over and

above the classical deodorant promise of odor prevention, Old Spice also offered fragrance,

which allowed it to be positioned as a seduction tool, easing the transition from adolescence to

manhood.

Old Spice has established itself as the leading male toiletries brand in USA. Central to the

brands success was its innovate character, creating its own category, which situated it at the

leading edge of fashion.

However, the brand seemed to have aged with its initial consumer and didnt follow youth

fashion trends.

Though the overall expansion of Old Spice thus far has been successful and impressed

industry analysts, for Cool Contact some trade partners and consultants quietly wondered

if men would really embrace the concept of moist towelettes touted as "offering

refreshment" and to "wipe off sweat and cool down anytime."

TARGET CUSTOMER PROFILE

Taking the example of AXE Deos, their primary target market is youth. AXE has been able to

capture a huge market share by primarily focusing on the youth (Below 20 years) which

contributes to only 22% of the whole Deodorants consumer population. On the contrary, Old


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Spice will be targeting on the population that is 16-24 & 25-35 years of age, which makes it a

more larger market to cater and will help capturing a greater market share than its competitors.

In order to understand the proposed target market effectively, particular evaluation needs to be

given to the demographic, psychographic and behavioral features evident in the sample size:

The targeted age range should consist of 16-24 & 25-35 years of age

The target market is also male, unaffected by race or ethnicity although different marketing

initiatives may appeal to different ethnic groups

Targeted consumer is of a middle & upper socio-economic status given the income distribution

of the age group and education levels

The status of the proposed candidate is that of a bachelor or most likely involved in long term

relationships

The dominant portion of the target consumers exhibit heterosexual orientation, given the success

of previous campaigns portraying the protagonist of this sexual orientation

The following profile can therefore be established;

Age: 21-35 & 35 Above

Gender: Male

Mentality: Mainstream.

Perception: Peer influenced

Socio-economic Class: Middle & Upper

Geography: Anywhere males and females are present

Sexuality: Heterosexual

The three products being suggested to different segments of our target population are:

Age of 16-20 yearsAspiration


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Age of 21-35 yearsVision to Prosper

The target population between the ages of 21-35 years contributes to 55% which is more than

half of the complete target population of the Body Spray consumers in Pakistan. To make it more

feasible for us to cater the need of such a huge chunk of potential consumers, we segregated it

into 2 distinct groups of Aspiration & Vision to Prosper. Both have these groups have their own

set of distinct attributes, such as, daily routine, stress, work load, staying outdoors, perspiration,

working environment, standard of living, perception.

Internationally this brand targets male aged 15-25. They still love the unique Old Spice Body

Spray fantasy of "Experience is everything,". Young men in this age

group are impatient for their first experience of women. They dream about being able to seduce

women without too much effort, because they are not as confident as they seem. Their main

topics of interest are sex, music, football and having a laugh.

The brand has its brand values of Cool, Fashionable and Stylish. And world over, the brand

shoots to its core values. The biggest strength of this brand is the underlying message or the

DNA, which is that the brand users are High on Confidence and always for the Old Spice users,

Experience is everything. I think the biggest competitive advantage of this brand is its

complete monopoly over this brand proposition. All its campaigns revolve round this central

theme of Seduction where "Experience is everything".

I think it has lot of subliminal implications. The brand assumes that Men want to be experience

everything. Previously "Prove-It" ran in various iterations for 13 years and successfully

distanced the product from its grandfatherly image. But "Experience" embraces Old Spice's

heritage with humor and double entendres to establish itself as an authority when it comes to the

"experiences" young guys seek.


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That feeling (of being experience) gives a big boost of self confidence to a man. Although many

brands take this proposition, Old Spice just made it perfect.

COMPETITORS

The only potential competition faced by Old Spice Body Spray in terms of direct competition are

other deodorant brands being produceddirected towards the same target market. These include,

Lanxe, Divea, Axe and various other generic brands targeting the lower and younger socio-

economic market share. Given the oligopolistic nature of the deodorant market competitors

cannot gain significant market share by dropping prices much lower than Old Spice Body Spray.

P&G also is taking the unusual position of undercutting Unilever's price points for Old Spice

body spray, a tact it almost never takes, particularly for new launches. Axe will retail for $3.99-

4.99, while Old Spice will sell for $2.99.

MARKET POSITIONING

Old Spice Body Spray is working to occupy a very distinctive position in the mind of customers

by giving them superior quality products. The emphasis on the careful delivery of their

products. We ensure that Old Spice reaches to customers in the same condition in which it was

made. In this way we attract customers towards the quality maintenance of their product.

Secondly, we want to hold the position of Old Spice in the mind of the customers as a cool, bold,

masculine, seductive, energetic and refreshing by using this tagline:

Experience to win

Means a men can experience to win what he wants.

ANALYSIS AND SUGGESTION

Currently, P&G want to position Old Spice as a:

Cool bold, masculine, seductive, energetic and refreshing.


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Best quality Body Sprays.

By using the tagline:

Experience is everything

Their positioning strategies are good, but in Pakistan we have to promote in a different manner in

respect to its culture and the kind of nature of consumers.

While body sprays are tracked within the deodorant/antiperspirant market, Gooch says many

guys use them like a fragrance. While deodorants are typically applied to the underarms, with the

intent of preventing odor, body sprays are often applied directly to the body as well, in much the

same fashion as fragrance. The body spray category can serve as an alternative form of fra -

grance and is an entry point for a lot of young guys who have had little experience with

traditional fragrance and just want to smell good.

We try to promote Old Spice Body Spray in such a way that it occupy a very distinctive and

clear position in the mind of consumer that Old Spice is a quality body spray at a reasonable

price.

MARKETING MIX

Marketing mix consist of everything that the firm can do to influence the demand for its

products. Here we will be discussing the 4 Ps of Old Spice Body Spray. Primarily, the marketing

strategy will be a differentiated strategy, where Marketing Mix will actually identify which

variant will be targeting the specific segments which we have made on the basis of demography

discussed earlier. Moreover, the products attributes including price and packaging will be more

visible and rather with going only a single product, we will suggest to differentiate the product

and target the 3 segments on the basis of these attributes in the Marketing Mix.

PRODUCT


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Products are the goods of the company that they offer to their target market. Currently, Old Spice

Body Spray has five products in its product line:

After Hours

Aqua Reef

Pure Sport

Show Time

Swagger

Old Spice body spray can features a distinctive bright red metallic exterior and an associative

logo representative of its label. Ergonomics have been perfected on the product level to a point

where aerosol leakage has become virtually impossible. The Old Spice brand name is designed

around a logo that utilizes custom designed typography to give it a distinctive and recognizable

lookits red exterior, complimenting packaging and striking short, block lettering exemplified

thereon setting it apart from the generic competitor.

Moreover, differentiating the product on the basis of the packaging design for Swagger is to be

up class, this can be easily done through introducing it in a more classier contain with engravings

which will give it a rugged look, where the segment we are targeting is 21-35 years of age.

Similarly for the 16-20 years of age, we will introduce Pure Sport and Aqua Reef respectively,

which will include a simple-design container with an elegant look.

Augmentation of the product line allows customers to interact with its various promotional

campaigns through a plethora of web sites scattered with images of bold masculine menall in

favor of complying with the needs of its target market. There are also telephone hotlines

available to assist customers with information about competitions and the more intricate product

details.


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Mainly, the brand personality of Old Spice is Masculine and portrays someone withgood build

& persona. Sophistication, Elegance, Classiness, and Urbanity can be few of the attributes which

can be associated with the brand.

Now we discuss the variables of product for Old Spice.

VARIETY

Old Spice Body sprays can be a refreshing way to end a shower. Spray it on after towel drying

and allow it to dry on your skin. By the time you're ready to slip into your clothes, the spray will

be dry, leaving just the light scent behind. And, because there are so many to choose from, you

can wear a different fragrance every other day .

It will include an element of innovation pertaining to the brand image of our designated product,

as well as to improvise certain attributes of our product to make it more attractive for our target

market.

Lately, there hasnt been ANY product innovation in the Deodorants Industry. We can study that

brands basically competes amongst themselves on the basis of USPs which are basically the

perception which they build in the minds of their potential consumers. Therefore, we will be to

introduce 3 variants of body sprays in the market which will target Aspirtational & Vision to

Prosper group

Aspiration Group: A fragrance which would help evoke the spirit of livelihood by experiencing

different colors of life by experiencing the taste of Old Spice.

Vision to Prosper: Scents are the essence which embark the path to success, as essence to a

successful life

We manufacture Old Spice Body Sprays that are in vogue today. Body sprays with airtight

properties and featured with complete protection to provide complete satisfaction to our clients.


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These are available with internal protective lining lids. Body sprays manufactured by us are

extremely skin friendly and are suitable for all age groups. Our range of fragrances is wide

enough to cater to domestic as well as international taste.

Future Prospective Market:

In future, will introduce the Body Sprays extended to new forms, sizes and fragrances of an

existing product category. The specific flavours will be:

Alcoholic Mint

Tobacco

ylang-ylang

lemon, lime

citrus

Attributes:

Aroma to Cure or Eliminate Bad Breath and Body Odor which causes Stress

Stress can take a toll on our bodies. One of the effects of stress is bad breath and body odor.

These odors are more prevalent during times of stress, but stress isn't the only cause of body

odor. We can find ways to eliminate bad breath and body odor through diet, aroma therapy, and

body scents. Old Spice Body Spray have the tendency to reducing odors.

Using an antiperspirant will sometimes cause more body odor than it does to help it. Aluminum

is the primary ingredient in many over-the-counter deodorants, and aluminum is suspected of

accumulating problems in the nervous system. The reason we perspire is because our body is

riding of toxins and other bacteria. By using an antiperspirant, we are trapping the toxins and

germs inside of our bodies, increasing the stress our bodies already have. We may feel confident

hiding the odor using antiperspirant, but the odor is revealed through our breath.


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Each aroma has unique properties that create a state of mind. Choosing a scent, body spray, or

deodorant is a personal choice and sometimes these choices reflect and define our personality,

behaviors, and moods. During a stressful period, an additional scent in the medicine cabinet or

cosmetic case can cure the most stressful situations, but what scents are good for a stressful time

and how do we ensure a cure for the trauma our bodies and minds are going through?

For that reason, we come up with different fragrances which are excellent for refreshing the mind

and body. They are excellent at eliminating bad breath, but the aroma invigorates ambition and

clarity, helping us to cope and rid of stress.

Fragrances are:

Spearmint

Peppermint

Wintergreen

Mint is refreshing and invigorating for both men and women, making it an excellent aroma

during times of stress. It is strong enough for a man and a woman.

QUALITY

The company has the basic purpose to give quality products to the consumers.

For the quality management work the quality assurance team will collects the samples of Old

Spice Body Sprays product from the market places and takes back these samples to America for

testing. If there is any flaw in the quality of product, strict action is taken against them. For the

better quality purpose some special supervisors come from the parent company that stay with

them for the whole week and monitor the sample results process and take the report back to

America.


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According to this strategy, we ensure the customers that the quality is always consistent. We

claim that no other company in Pakistan has this privilege.

PRICE

Price differentiation strategy will also prove to be an effective tool to build the required brand

perception in the minds of the various target segments. Swagger being positioned as an up class

product will be priced a relatively higher than its 2 other variants being relative to the premium

tier consumers who translates a higher price to a better quality product. Here the product will be

priced at Rs. 200, as an introductory price offer.

The other 2 variants pure sport and aqua reef will be priced lower, at an introductory price, of Rs.

160. Such a pricing strategy will be able to cover the affordability range of a huge consumer

market; moreover, will also be able to compete with other brands in the market.

Developing the pricing strategy requires an intimate look at the product strategy. If the product is

deemed an innovationon the grounds of addressing a previously untargeted market like a sub-

culture or youth segmentthe most profitable strategy for the Old Spice Body Spray would be a

market-penetration tactic.

Market-penetration aims to set a comparatively low price for a new product in order to attract a

large number of buyers and enhance a current market share.

PLACE

The process of efficiently and effectively making and getting products and services to end-users

requires a marketing logistics network. Essentially, the physical distribution of the proposed

products should propagate through a series of intermediaries as a fast moving consumer good

typically purchased by consumers weekly.


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Distribution begins with the sales forecasting intermediary by determining company production

schedules, inventory levels and production.

Everywhere the product able to purchase is developed a in-store communication through

educating retailer staff to be aware of competitions and promotion campaigns for Old Spice

products, as well as providing special promotional information about products and potentially,

increase sales.

Initially, we are catering to Karachi city of Pakistan, because the city happens to have large

portion of SEC A and SEC B as compared to the other cities and also the population is more

educated and aware to adopt or accept such product easily.

Distribution Route:

Manufacturer-Wholesaler-Retailer-Consumer:

We manufacture the product and sell it in bulks to the wholesalers that in turn re-sell it to the

retailers. Retailers then sell the product in desired quantities (bundle or individual pieces) to the

final buyers.

Manufacturer-Retailer-Consumer

We also sell the manufactured product directly to the retailers who re-sell it to the final buyers.

Manufacturer-Consumer

The ways in which we directly distribute the product to the final buyers are through campaigns

and stalls at universities, colleges shopping malls like Millennium Mall and Park Towers along

with stadiums and parks.

PROMOTION

One of the most interesting aspects of the growth of the category is in the area of the new media

and engagement. Because the audience is young, global and technologically savvy, the


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marketing extensively has used the new media -- robust websites, Facebook pages, Twitter feeds,

video game placement, text, mobile apps and co-branded content.

But at the end of the day, it is the power of the idea that has revitalized the category.

When you think about it, it is hilarious:

Women pluck their eyebrows, take prescription medication to make their eyelashes longer, get

injected with Botox to hide wrinkles, suffer wearing torturous shoes to make their legs look more

shapely, push up, control, weave in and a half a dozen other things we can't even imagine as men

that go on while we are waiting for them to appear beautiful before us.

Men? We just liberally spray on a combination cologne/deodorant and we are done Irresistible.

Now, if you believe the very entertaining advertising, it's actually not necessary to be out in the

open. These sprays along with a little of your innate charm (you do have innate charm don't

you?) will cause women to go to great lengths to find you.

Short-term Promotional Objectives:

Our first short term promotional objective is to create Brand Awareness among our target market

for that will make it easier for them to accept and actually buy our product and gain market

share. If people are aware of your brand, it makes you stable in the market too.

Secondly, attracting a large consumer base is another short term goal to achieve. The more the

consumer knows about your product the more is the urge to try and then eventually buy. As the

demand will increase, the market share or market for the product will increase.

Lastly, to attain the Consumers Attention. In the cluster of products available, promotions are

essential to attract consumers attention and differentiate your product from other available

substitutes.

Long-term Promotional Objectives:


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The main long-term objective of any promotional activity is to Increase Sales of the product. In

the same way, our promotional activities are guided to increase sales of our product.

Promotions are designed in ways to encourage sales that ultimately add up to Profit

Maximization. It is the goal of any company to achieve and so is ours.

After successfully attracting it is of utmost importance to hold the consumers attention. Our

promotional activities make sure that our target consumer remembers our product and can recall

it easily when making a buying decision.

As consumers remember and recall your product, your Brand Equity builds up. We object to

attain Brand Equity to enhance our customer loyalty which in future will help us to charge a

higher-price for our product and not just gain but also retain our market share in case of fierce

competition.

As stated above, Increase in Market Share will help us to stand severe market competition & also

to eventually become the market leaders.

Promotional Mix:

We adopted the following promotional mix:

Below-the-line Activities:

We have had our campaigns going on in different famous market places where we perceived to

have found and directly interacted with our target consumers that are teenagers from SEC A and

SEC B. We had or stalls set up at The Forum, Park Towers & Expo Centre where we made our

target consumer taste the product and give their feedback both on the quality and the concept.

We will also have our campaign at night concerts, where we give sponsorship to the concerts and

give the free testers of our body spray to the male people in the concerts. Because in concerts


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while partying people get sweaty and the body spray will help them feel reenergized and more

active throughout the concert and experience the change.

Secondly, the campaigns that we carried out in various schools, colleges & universities included

activities among teenagers requiring energy (such as races etc.) and then rewarding them with

BRIO merchandise.

Both of the activities based on our overall marketing theme and our products concept.

Above-the-line Activities:

We paid a considerable amount of attention towards designing our above-the-line activities.

These activities include an introductory promo creating an appeal among the viewers and

listeners. These types of activities will lure the consumer in bonding with the product.

We used TVCs, print media (Newspaper, Posters etc.) and radio advertisements. These medium

of communication with the customer will guarantee a higher demand of the product and will also

create awareness among them as well. It will also be helpful to anticipate what is being expected

and what necessary steps are needed to be taken for a more favorable outcome.

Celebrities representation is also being planned to give the product a better image. National

heroes such as Tennis player (Aisam-ul-haq) for the Aspiration Group & (Humayun Saaed) for

Vision to Prosper Group are expected to be a part of such a campaign.

Challenge:

The advertising and websites are entertaining, but what really drives the innovation is the

competition. When brands find compelling messaging and create effective communication that

drives sales, the competition is usually right behind them. The market leader gets the early sales

and market share, and then innovation and differentiation create a dynamic in the category that


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usually benefits the consumer by creating more choices, a better product and, in some cases,

even lower prices.

PROMOTIONAL SUGGESTIONS

We have some ideas related to the advertisement and promotion.

Selection of the media vehicle will depend largely on the target market. Our target market

comprises of youngsters between the age group of 21-35 & 35 Above. Following are the media

through which the company will reach the target market.

Television

Cinema

Magazine

Newspaper

Radio

Article marketing

Promotional activities(distribution of testers)

TELEVISION

Television has the consistency high viewership among the target market. It provides maximum

coverage as most of the youngsters watch television regularly.

Geo Super

ARY Digital

MTV(Pakistan)

Ten sports(for sports wear body spray)

AAG


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Among them Aag and MTV channels must be selected because youngsters mostly view these

channels, because these channels provide a lot of entertainment program for them. PTV World

and PTV Network have wide coverage and are the channels that are viewed by the masses. Ten

sports has emerged as a channel that comes cricket related events of Pakistan and thus viewers

ship mostly consistency teenagers and young adults.

CINEMA

We will display advertisements in renowned movie theatres such as Cineplex in Karachi.

NEWSPAPERS

Dawn

The News

Jung

RADIO

Radio advertisement can be used to enhance the message and communication.

FM 100

(Transmission schedule)

5:00 am 7:00 am Holy Quran

7:00 am 10:00 am Wake Up show

10:00 am 12:00 pm Morning drive time show

12:00 pm 3:00 pm Lunch time special

3:00 pm 6:00 pm Competition time

6:00 pm 10:00 pm Drive show

10:00 pm 12:00 am Rock time (English music)

12:00 am 5:00 am Ghazal time


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FM 100: In this we can advertise, during 10:00 pm to 11:00 pm, when English songs are on

air because this is the time when their target audience especially young teenagers tune into

the channel.

FM 101: In this we can advertise during 11:00 pm to 12:00 am, when English programs are

aired. This is also a convenient time for the target audience.

OUT DOOR ADVERTISINGS

Billboards, Musical concert, Advertisements in popular hangout and sponsor ship of the music

videos are used as out door advertising tools.

METRO CARS

Metro cars are running more frequently on the road which can promote old spice.

BILLBOARDS

Billboards are used to support above-the-line activities. Billboards will be selected where the

major portion of the target market frequency view it. As the target market is mainly young

people and older school going kids. Following areas will be chosen for billboard activities:

Schon Circle (Clifton)

Allah Walla round about (PECHS)

Park Towers round about (Clifton)

Hasan Square round about (Gulshan)

Crecent Academy round about (Gulshan)

Korangi crossing round about

Advertisement through pole sign will be done in the following areas:

Sea view

Delton road


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Zam zama road

National stadium road

Nipa round about

Baharabad area

ADVERTISEMENT IN POPULAR HANGOUT

Old Spice can also be advertise at popular hangouts of the youth of Karachi.

Area 51 (a popular bowling area situated in sea view adjecent to carlton Hotel)

3.0 (a virtual reality gaming zone situated in the area of Do Talwar, above Zubaida's),

Arena (karsaz)

Sheesha lounge in different locations

CAMPAIGN ON YOUTUBE AND OTHER SOCIAL MEDIA NETWORKS

Young adults in Pakistan are highly using the social networks which can be used as an advantage

by running a campaign on sites such as Youtube, facebook,twitter or myspace.

These ads on the network gives a high impact and influences customers to purchase them.

ARTICLE MARKETING

This is a new way of promoting a product In which one needs to write an article and submit it to

high ranking article directory sites. They are powerful sites and have a lot of visitors which

would increase sales.

PROMOTIONAL PACKS

Couple promotional packs being sold in the market which would contain one product for men

and another product for females which would have comparatively lower price than the original

price of the product.

SPONSORSHIP OF A MUSICAL VIDEO


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In todays world, music is an important part of peoples lives. And in particular, the young

generations world revolves around music. Keeping this thing in mind Old Spice must have an

association with one of the musical band of Pakistan.

MUSICAL CONCERT

Musical concerts held on and off through out the year. Only those concerts are arranged which

will give an opportunity to have maximum coverage of target audience.

PROMOTIONAL ACTIVITIES

Promotion will be done at outside popular grocery stores. Free samples of Old Spice, and

handbills will be given out. Promotion might be done outside:

Aghas supermarket

Imtiaz supermarket

Naheed store

Time medico

Murad medico

Dolmen mall

And other local outlets

These areas have a lot of concentration of the customers and this promotional activity would help

us to be directly in touch with the customers and promote our product.

Report on Old Spice Bold Spray

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Transcript of Report on Old Spice Bold Spray