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PRODUCT

& SCOPE

PRODUCT

& SCOPE

  • men’s grooming product brand
  • manufactured by Procter & Gamble.
  • deodorants, antiperspirants, body washes, shampoos, and soaps

SITUATION

ANALYSIS

SITUATION

ANALYSIS

IMMEDIATE &

MACRO ENVIRONMENT

CUSTOMERS

CUSTOMERS

  • Men and women aged15-34
  • Self-image improvement - attractive and masculine man

COMPANY &

PARTNERS

COMPANY & PARTNERS

  • Acquired by P&G,1990
  • 2450 shareholders & more than 1.5 billion shares

COMPETITORS

COMPETITORS

DIRECT COMPETITORS

INDIRECT COMPETITORS

  • Dial For Men soup & body wash
  • Dove Men + Care body wash
  • Degree
  • AXE
  • Gillette’s Right Guard

ECONOMIC

SITUATION

Economic Situation

  • 3rd sales share in the US, 2015
  • male grooming market value: $166 billion
  • net sales dropped in recent years

SWOT

ANALYSIS

"SWOT"

ANALYSIS

STRENGTH

STRENGTH

  • Strong production & distribution channel (P&G)
  • Strong social media platforms
  • Affordable price

Weakness

WEAKNESS

  • Limited target audience
  • humorous commercials, overuse of fiction
  • Excessive commercial posting

OPPORTUNITIES

OPPORTUNITIES

  • Corporate with P&G: more credible
  • Emergence of social media

THREAT

THREAT

  • Competitors
  • complaints of irritated skin
  • excludes a big portion of potential customers

TARGET SEGMENT

representative: Karim

TARGET

SEGMENT

  • AGE 25
  • Born and raised in Boston
  • Average job in New York
  • DESIRE TO BECOME A DOMINANT AND MASCULINE MALE

IDENTIFIABLE

  • any youthful male that uses hygienic products
  • males possess a higher global self-esteem than female

SUBSTANTIAL

youth population in US raised from 43.2 million in 2000, to 47.1 million in 2010 in a steady rate

REACHABLE

  • commercials mostly on social media
  • the Super Bowl campaign in 2017: the most viewed in YouTube (105 million views)

RESPONSIVE

  • bold-red package, easy to be indentified
  • The “Old Spice Guy” commercial in 2010
  • Twitter followers increased 2700%
  • traffic to offical website increased by 300%

PROFITABLE

the "Old Spice Guy" commercial in 2010:

  • brought 107% increase in sale only within 3 months
  • netting the sales of P&G brand increase by 125%

POSITIONING

POSITIONING

“With a proven track record of delivering unrivaled masculinity, Old Spice has mastered the provision of superior quality male grooming products with premium scents to truly deliver legendary protection for legendary men.”

STRATEGY

ANALYSIS

STRATEGY

ANALYSIS

PRICE

  • Price ranged from $4-$9
  • coupled with strong market precence & brand loyalty

PRODUCT

  • focus on men's personal hygiene
  • good quality & enhance fragrance
  • except a lawsuit incident (2016)

PROMOTION

  • communicate value through creative & memorable advertising
  • strong social network, access large amount of audience

PLACE

  • most sales came from in store purchase
  • sell in general retail stores: Walmart, and various of grocery stores
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