Paper

Date: February 21, 2011

To: Professor Katz

From: Brian Lo

Subject: Old Spice Marketing Campaign – First Submission

I represent the prominent American brand of male grooming products called Old Spice. Old Spice also has products in the personal-cleansing category, which is the body-care soap category. The purpose of this memo is to identify the following about Old Spice:

1. Product definition and competition

2. The current marketing strategy

3. Internationally relevant competitive advantages

4. Any potential issues of national difference that might require adaptation

Along with its strong brand recognition, I will be competing in the basic grooming industry that includes antiperspirant, deodorant, body wash and hair and body wash. The competition varies by country. With over 20 major brands, deodorants and antiperspirants are one of the most crowded categories in personal care. It's among the most profitable personal-care products, up there with makeup and other beauty items with high gross margins. Moreover, consumers are very loyal to their deodorant brands, meaning companies don't have to spend as much on marketing to retain customers.

My internationally relevant competitive advantages are the fact that we are a highly valued United States product line. The valuable attributes associated with this brand are strong, masculine, classic, sexy and rugged. Other examples of value are the eight hour scent technology and antiperspirant protection technology in our body wash and deodorant. This gives it a long lasting value to the user. Due to these competitive advantages, I believe that Old Spice can excel in any big international market where grooming, hygiene and beauty are valued among the consumers. The product definition of Old Spice being the prominent American brand of male grooming products would make it slightly difficult to market it in countries where American products are viewed highly by the general public. Besides this I do...