CASE MEMO

Old Spice Repositioning: Strategic Evaluation Old Spice was historically positioned as a legacy grooming brand associated with older men. Facing declining relevance among younger consumers, the brand launched a bold repositioning campaign (The Man Your Man Could Smell Like) that dramatically shifted its identity. Your task is to analyze this shift using the STP framework. Memo Requirements Maximum 3 pages Single-spaced Clear argument, not bullet dumping Required Structure 1. Strategic Diagnosis What was Old Spices original position? What problem was it facing? Was the issue demographic, perceptual, competitive, or structural? Do not narrate the ad campaign. Diagnose the strategic issue. 2. Segmentation Analysis What segmentation logic was Old Spice implicitly using before? What changed after repositioning? Was the shift demographic, psychographic, benefit-based, or identity-driven? Most importantly: Did the new segmentation logic create meaningful economic separation? 3. Targeting Evaluation Was shifting to younger consumers strategically rational? Did incremental profit likely exceed incremental complexity? What risks were introduced (brand dilution, alienation, competitive response)? This section must demonstrate economic reasoning, not just marketing language. 4. Positioning & Meaning Reconstruction How did Old Spice change symbolic meaning? Did it alter product attributes or only perception? Was this repositioning cosmetic, cultural, or structural? 5. Executive Judgment Answer clearly: Was Old Spices repositioning a sustainable strategic move? Support with logic grounded in STP and competitive dynamics.