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Author(s)

Derek D. Rucker

David DuBois

This case features Old Spice's efforts to reposition Glacial Falls after sales stagnated in the United States. The challenges in this case are twofold. First, it sets the stage for deciding whether and how to reposition a brand after a period of significant stagnation. This entails a targeting dilemma about whether to keep existing customers or take the risk of losing them to go after a new target. Second, this case examines whether the company should make a sensory change in the product (i.e., the scent) or whether it should undertake a cognitive change in the positioning of the product instead.

Date Published: 11/11/2011
Discipline: Marketing
Key Concepts: Marketing, Positioning, Multi-level Branding, Targeting, Positioning Statement
Citations: Rucker, Derek D., David DuBois. Old Spice: Revitalizing Glacial Falls. 5-411-752 (KEL619).