MKT 300 Study Guide - Quiz Guide: The Man Your Man Could Smell Like, Old Spice, Procter & Gamble
3 Dec 2013
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Document Summary
Old spice is one of today s most reputable companies in the line of men s grooming. Found back in 1934, they had a reputation for their masculine scented products but over the years, had their brand slandered by the perception of their products smelling like grandpa 1 . Old spice had difficulty shaking this brand image off, but through a brilliant brand management team, they had managed to make history in the advertising industry. In 2010, they had decided to integrate advertising with the use of social media and began the man. As this was such a foreign method for companies to use at the time, the success of this campaign has ever since given dominance to old spice. The five main key metrics selected to measure old spice are as follows: net present value, internal rate of return, promotional lift, traffic source, and rich media interaction.
