2. MKT704 | 10480824
1
Individual Essay
Module Code : MKT704
Module Name : Branding and Marketing Communications
Student Number : 10480824
Word Count : 1648 (Exclusive of In-text Citations & Referencing)
I declare that this assignment is my own work and that I have correctly
acknowledged the work of others. This assignment is in accordance with University
and School guidance on good academic conduct.
3. MKT704 | 10480824
2
Contents
1.0 Introduction ................................................................................................................ 3
1.2 Marketing Review of Old Spice.................................................................................... 3
2.0 The Strategic Planning Process of Old Spice ............................................................. 4
2.1 Selecting the Target Audience..................................................................................... 4
2.2 Understanding the Target Audience Decision Making ................................................. 4
2.3 Determining the Best Positioning................................................................................. 5
2.4 Developing a Communications Strategy ...................................................................... 6
2.5 Setting a Media Strategy ............................................................................................. 8
4.0 References.................................................................................................................... 10
Figure 1: Positioning & Perception Map ................................................................................ 6
Figure 2: Rossiter-Percy Grid................................................................................................ 7
Figure 3 : The Old Spice Guy................................................................................................ 7
Figure 4: Media Strategy Overview ....................................................................................... 8
4. MKT704 | 10480824
3
1.0 Introduction
The following essay discusses each of the five stages of Percy and Rosenbaum-
Elliott’s (2012) strategic planning process, and critically evaluates each stage
through the use of Old Spice, one of P&G’s leading Men’s Grooming subsidiary.
1.2 Marketing Review of Old Spice
The early 2000’s were a pivotal year for the body wash category, with total body
wash sales surpassing bar soap for the first time. Many male grooming brands
picked up on the trend in a battle to be the market leader of this new, booming
category. By 2009 Old Spice was alarmingly losing market share and relevance in
this segment due to fierce competition (Effie Worldwide, 2011; Cannes Creative
Lions, 2011).
The call to action was when it was discovered that, Dove (Men+Care), who already
had a very strong female following was planning to a launch a full campaign during
the Superbowl of 2010, placing them in an extremely advantageous position to
capture the male body wash segment (Effie Worldwide, 2011; Cannes Creative
Lions, 2011).
The marketing objectives in this low-involvement, growing category were to first
protect Old Spices’ market share, capture the competitor’s market share and gain
new customers by overtaking the growth of the category through category need
driven sales. (Effie Worldwide, 2011)
5. MKT704 | 10480824
4
2.0 The Strategic Planning Process of Old Spice
2.1 Selecting the Target Audience
Percy & Rosenbaum-Elliot (2012) state that for effective strategic communications
planning the first step is to select the target audience in-line with the overall
marketing strategy. If not, inconsistencies such as wasted exposures (non-purchase
audience exposed to communications while potential prime audience are missed)
and negative implications on both the message and media strategy (Shimp, 2010).
Therefore, according to the overall marketing strategy Old Spice Body Wash are
targeted at all males; users, non-users and new category users (Rossiter & Percy,
1998). In essence, broadly to men looking for a brand with masculine credibility that
would ‘help young guys navigate the seas of manhood’ as opposed to the ‘lady-
scented’ competitors (Effie Worldwide, 2011; Cannes Creative Lions, 2011; Precourt,
2010).
More precisely, according to Mintel (2010) under Men’s body wash category; ages
15 to 45, Socio-economic groups C1, C2 & D, Single or married, workings full or
part-time in urban and sub-urban cities were the highest demographic consumers in
this category.
However an important consumer insight stems from P&G’s own research that
showed 60% of men’s body washes were actually purchased by women. This
resulted in a broader target audience of men and women (D&AD 2011; Effie
Worldwide, 2011; Cannes Creative Lions, 2011). Taking into consideration especially
Dove’s brand strength among women (cf. Section 1.2 & Figure 1).
2.2 Understanding the Target Audience Decision Making
In order to gain valuable insights into positioning, communication and media strategy
it is vital to obtain an explicit understanding of how the selected target audience
behaves (Percy & Rosenbaum-Elliot, 2012; Shimp, 2010;).
Therefore it is necessary to examine the external and internal influences, i.e. the
consumers’ perceptions & attitude as well as decision making influencers (Percy &
Rosenbaum-Elliot, 2012; Rossiter & Steven, 2005).
Internally three main components; affect, behaviour and cognition (think, feel & do),
as well as the hierarchy of effects in context (Solomon, 2015) play an important role.
As proposed by Solomon (2015) for a low involvement category, the core target
group men, does not have a strong preference of brands, and as the product is
purchased mostly by women and majority of men claim to not spend time on
appearance and grooming in this category, men form an attitude after trying a brand
out (D&AD 2011; Effie Worldwide, 2011; Cannes Creative Lions, 2011; Mintel, 2010).
As body wash (and grooming) is seen as being a ‘traditionally feminine’ category
(McNeil & Douglas 2011; Otnes & McGrath, 2001) and from P&G’s own research it is
6. MKT704 | 10480824
5
clear from Percy & Rosenbaum-Elliot’s (2012) proposed ‘Behavioural Sequence
Model’ that females (decider/purchaser) play a large role in the influence of, where
and how men’s (initiator/user) body wash are purchased.
While many of the new entrants appealed to a core segment (young men) through
‘sexual conquest’ or ‘get the girl’ positioning, perceived risk in men’s body wash was
relatively low, attributed mainly to majority of men’s indifference to or lack of
knowledge of functional or emotional benefits and ‘fear of the feminine’ resulted in
very little product involvement by men (Cannes Creative Lions, 2011; D&AD, 2011;
Effie Worldwide, 2011; McNeil & Douglas, 2011; Mintel, 2010; Otnes & McGrath,
2001). Therefore it was clear that simply generating awareness was not sufficient,
but creating a conversation linking benefits to beliefs through message involvement
of both target audiences (Solomon, 2015) would be a key strategy (Cannes Creative
Lions, 2011; D&AD, 2011; Effie Worldwide, 2011)
2.3 Determining the Best Positioning
Percy & Rosenbaum-Elliot (2012) highlighted the importance of positioning in
determining how to ‘best present the brand’ to consumers, in relation to the product
category (men’s body wash) and relative competitive brands (Dove Men+Care, Axe,
NIVEA, Dial & Irish Spring) with emphasis on a brand benefit relevant to the
consumer that is either better than the competitors and/or significantly different.
Old Spice’s overall brand rejuvenation efforts began almost a year before this iconic
"The Man Your Man Could Smell Like," campaign solidified the new positioning in
the body wash segment. According to Effie Worldwide (2009) Old Spice the aging,
iconic brand required to reconnect with ‘young dudes’ in order to compete against
new entrants such as Dove Men+Care and Axe who were sexy, modern & cool with
their ‘Get the girl’ and ‘Sexual Conquest’ positioning. A clear example of how of
hierarchical market positioning of the product category (men’s grooming products)
stems down to subcategory brands (body wash) while utilizing consumer perceptions
(Percy & Rosenbaum-Elliot, 2012; Micael et al., 2010).
The solution was to stick to their strengths; through Old Spice’s unparalleled
experience, knowledge & wisdom in men’s grooming. Old Spice set out to be the
icon of modern masculinity; a big brother who doesn’t take himself seriously (Effie
Worldwide, 2011)
7. MKT704 | 10480824
6
A clear differential advantage that set apart Old Spice body wash from competitors
was Old Spice’s ‘man scented’ products and brand heritage as the expert in modern
masculinity, which many of the new entrants lacked (cf. Figure 1) (Cannes Creative
Lions, 2011; D&AD, 2011; Effie Worldwide, 2011; O’Leary, N. & Wasserman, T.,
2010).
2.4 Developing a Communications Strategy
Primarily Old Spice needed to regain market share by staying relevant to their
existing target audience (brand loyals). Secondly old spice required new users, both
from competitors (favourable brand switchers, other brand switchers and other brand
loyals).Thirdly capture the growth of the market (new category users) (Rosenbaum-
Elliott et al., 2015; Percy & Rosenbaum-Elliot, 2012). Translated to communications
objectives of building brand awareness & attitude to drive sales, a trial-action
objective as stated by Percy & Rosenbaum-Elliot (2012).
It is clear from the Rossiter-Percy Grid below, in the low-involvement category of
body wash due to dual brand awareness objectives of brand recall and recognition,
coupled with aforementioned (cf. Section 2.2 & 2.3) key motivations for behaviour of
both target audiences; purchase and decision influence of women (Informational)
Masculine Credibility / Man Scented
Feminine Credibility / Lady Scented
Strong Brand HeritageModern & Functional
Figure 1: Positioning & Perception Map (Adapted from; Cannes Creative Lions, 2011; Effie
Worldwide, 2011; Mintel, 2010; O’Leary, N. & Wasserman, T., 2010)
8. MKT704 | 10480824
7
and the need for masculine, ‘man-scented’ body wash by men (Transformational) led
to the final piece of the communication strategy;
In order to effectively deliver the benefits (man-scented, masculinity & heritage) to
both target audiences, the core strategy was to spark a conversation between the
end consumer (men) and influencer/decision maker (women) to form a strong brand
attitude. Thus leading to the creative approach of utilizing the ‘perfect spokesperson’,
Isiah Mustafa; former NFL player turned actor, ‘a crusader against lady-scented body
wash’, whose suave, charismatic ways appealed to both sexes (c.f. Figure 3)
(Cannes Creative Lions, 2011; D&AD, 2011; Effie Worldwide, 2011).
Therefore brand attitude was established through encoding specificity and a simple
problem-solution connection. The iconic starting dialog ‘look at your man, now back
to me’ (association personalisation) and ending ‘anything is possible when your man
Motivation
Involvement
Informational TransformationalLowHigh
Figure 2: Rossiter-Percy Grid (Source: Percy & Rosenbaum-Eliiot, 2012)
Figure 3 : The Old Spice Guy (Sources: D&AD 2011; P&G 2011; Borden 2010)
9. MKT704 | 10480824
8
smells like Old Spice and not a lady’ (brand attitude; benefit claim & differentiation)
literally forced a conversation between the sexes, while commands like ‘but if he
stopped using ladies scented body wash and switched to Old Spice’ connected
brand awareness to the category need (Rosenbaum-Elliott et al., 2015; Percy &
Rosenbaum-Elliot, 2012; Cannes Creative Lions, 2011; D&AD, 2011; Effie
Worldwide, 2011).
2.5 Setting a Media Strategy
Media selection is based heavily upon communication objectives, in terms of
message processing requirements of brand awareness and attitude strategy (Percy
& Rosenbaum-Elliot, 2012).
With the timing factor set, (the Super Bowl) and relatively low media budget, for Old
Spice, the tactical media strategy was simple, steal the competitors Super Bowl
presence; a battle of the buzz. Therefore Old Spice decided up on a simple tactic;
‘create’ the Super Bowl impact by launching around it (pre-during-post strategies),
instead of actually advertising (spending money) during the Super Bowl (c.f. Figure 4)
(Cannes Creative Lions, 2011; D&AD, 2011; Effie Worldwide, 2011).
By deeply understanding the relationship not only between brand-consumer-media
but wider social and cultural experiences of consumers (brand ecology) Old Spice
set out for a low frequency but higher, targeted reach in order to balance the
informational and transformational strategy through the use of primary (T.V. & Social
Media) and secondary channels (Digital & Cinema).(Rosenbaum-Elliott et al., 2015;
Percy & Rosenbaum-Elliot, 2012).
Old Spice first launched the spot "The Man Your Man Could Smell Like" on YouTube
and Facebook to start building the buzz a few days before the Super Bowl. Secondly,
digital media strategist ‘scooped’ up Super Bowl related search terms (Ex. ‘super
Pre-Super
Bowl
‘Hype’
Few days
before the
Super Bowl
YouTube &
Facebook
Super Bowl
Weekend
Super
Bowl
‘Steal’
Google Ads &
Search Engine
Optimization
Post Super
Bowl
‘Conversation’
Few days after
the Super Bowl
Valentines
Weekend after
the Super Bowl
Television
Television &
Cinema
Media
Channel
s
Time
Scale
Strategic
Phase
Figure 4: Media Strategy Overview (Own)
10. MKT704 | 10480824
9
bowl ads’) to drive traffic to the online spot over the Super Bowl weekend, creating
major ‘buzz’ and climaxing towards the finale of the Super Bowl. Finally when the
spot aired on television for the final phase, post-Super Bowl, many consumers
assumed it actually ‘aired’ during the Super Bowl (Cannes Creative Lions, 2011;
D&AD, 2011; Effie Worldwide, 2011).
However one of the main factors for success lied in the post-Super Bowl media
strategy, where instead of Old Spice’s usual demographic based media targeting of
‘young guys’, Old Spice direct matched the target audience segments of men and
women to brand ecology environment (Rosenbaum-Elliott et al., 2015; Percy &
Rosenbaum-Elliot, 2012) where both sexes would be watching TV together; such as
Lost, Winter Olympics, American Idol and a very successful cinema buy during
valentine’s day. Thus implementing the communication objective of sparking a
conversation between both sexes (Rosenbaum-Elliott et al., 2015; Percy &
Rosenbaum-Elliot, 2012; Cannes Creative Lions, 2011; D&AD, 2011; Effie
Worldwide, 2011).
11. MKT704 | 10480824
10
4.0 References
Borden, M. (2010) The Team Who Made Old Spice Smell Good Again Reveals
What's Behind Mustafa's Towel. Fast Company [Image]
http://images.fastcompany.com/upload/old-spice-man.jpg [Accessed 10/05/16]
Cannes Creative Lions (2011) Old Spice Body Wash: The man your man could smell
like.Winner, Creative Effectiveness Lions, 2011. [Online]
http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=ed54c6a4-
f778-4e20-a18b-88018c6e5c25&q=Old+Spice&CID=A94453&PUB=CANNES
[Accessed 05/05/16]
D&AD (2011) Case Study: Old Spice Response Campaign. Design & Art Direction
[Online] http://www.dandad.org/en/d-ad-old-spice-case-study-digital-
marketing/[Accessed 15/05/16]
Effie Worldwide (2011) Old Spice: The Man Your Man Could Smell Like Responds to
the Internet. Gold, Brand Experience, Media Innovation and Single Impact
Engagement, North America Effies 2011. [Online]
http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=1a03385d-
963a-4382-9be6-8c81b2a343c4&q=Old+Spice&CID=A94321&PUB=EFFIES
[Accessed 05/05/16]
McNeil, L. S. & Douglas, K. (2011) Retailing masculinity: Gender expectations and
social image of male grooming products. Journal of Retailing and Consumer
Services. Vol 18 (5) Sep 2011, 448-454
Micael, D., Lange, F., Smith. T. (2010) Marketing Communications. Chichester, U.K.:
Wiley. Print.
Mintel (2010) Soap, Bath and Shower Products [Online] US / UK
http://store.mintel.com/soap-bath-and-shower-products-us-march-2011 [Accessed
15/05/16]
O’Leary, N. & Wasserman, T. (2010) Old Spice Campaign Smells Like a Sales
Success, Too. AdWeek [Online] http://www.adweek.com/news/advertising-
branding/old-spice-campaign-smells-sales-success-too-107588 [Accessed 15/05/16]
P&G (2011) Latest Innovations. Procter & Gambler [Online]
https://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdf [Accessed
15/05/16]
Percy, L. & Rosenbaum-Elliott, R. (2012) Strategic Advertising Management. Oxford:
Oxford University Press, 2012. Print.
Precourt, G. (2010) Old Spice: 2010's Standout Campaign Under the Microscope.
Event Reports: ANA Creativity, December 2010 [Online]
http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=23388096-2389-
12. MKT704 | 10480824
11
4171-aac4-1dfa0631c5de&q=Old+Spice&CID=A93057&PUB=EVENT-REPORTS
[Accessed 10/05/16]
Rosenbaum-Elliott, R., Percy,L., Pervan, S. (2015) Strategic Brand Management.
Oxford University Press. U.K. Print.
Rossiter, J. R. & Percy, L. (1998) Advertising Communications and Promotion
Management. New York: McGraw-Hill Companies. Print.
Rossiter, J. R. & Steven, B. (2005) Marketing Communications. Frenchs Forest,
NSW: Pearson-Prentice Hall. Print.
Shimp, T. A. (2010) Advertising, Promotion, And Other Aspects Of Integrated
Marketing Communications . Mason, Ohio: South-Western Cengage Learning, 2010.
Print.
Solomon, M. R. (2015) Consumer Behaviour, Buying, Having and Being, 11th
Edition,
Pearson
