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Revitalizing Old Spice Glacial Falls

Glacial Falls brand sales are declining as competitors increase spending and innovation, with young consumers viewing the brand as "old". A market research team will conduct tests to evaluate the brand's position and answer three key questions - whether to keep the current scent, how to target the scent to consumers, and how to position the scent in the market.

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FaiqMulla
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23 views1 page

Revitalizing Old Spice Glacial Falls

Glacial Falls brand sales are declining as competitors increase spending and innovation, with young consumers viewing the brand as "old". A market research team will conduct tests to evaluate the brand's position and answer three key questions - whether to keep the current scent, how to target the scent to consumers, and how to position the scent in the market.

Uploaded by

FaiqMulla
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Summary

•Floundering sales of Glacial falls

•Brand architecture of Old Spice- High Endurance, Classic, Red Zone

•Competitors increased product innovation and media spending (Axe)

•Young consumers equating the brand with “old”

•Market research team to conduct tests to evaluate its position.

3 Key Questions

•Whether to keep the scent?

•How to target the scent?

•How to position the scent?

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