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Product and Objectives

Product and Objectives. Old Spice is a well-known brand for man grooming with a range of deodorants, after shave and fragrances. The brand originally was intended for women and then moved to target man . Brand attributes: (we could create profiles) Fresh Clean Fun

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Product and Objectives

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  1. Product and Objectives • Old Spice is a well-known brand for man grooming with a range of deodorants, after shave and fragrances. The brand originally was intended for women and then moved to target man. • Brand attributes: (we could create profiles) • Fresh • Clean • Fun • The product could be categorised mid-range in the market. • The objective of launching a moisturiser for men: • Compete in the mid-range market (supermarkets) with brands such as Gillette, Nivea, Dove

  2. Target Audience Old Spice target audience is: Male 25 – 35+ Females 25 – 35+ It is important to note that even if the brand tries to engage females as the primary shoppers, we cannot alienate the following audience: Males who are bachelors and like to look after themselves (Metrosexuals) and other audiences that particularly are Males and do take interest in grooming.

  3. Marketing Calendar Total Budget: 500K Need to focus on planning, strategy and concepts – This could be done while the Website is in development. The website/microsite to be the hero hub Yearly Calendar: January – Planning, Strategising and conceptualising February – Website/Microsite development, Facebook page, Twitter hashtag to feed with the corporate brand account March – Website development, Social media product trial April - Website launch. Web activities: banners, search, rich media June - Web activities: banners, search, rich media, social media

  4. Marketing Calendar Total Budget: 500K Need to focus on planning, strategy and concepts – This could be done while the Website is in development. The website/microsite to be the hero hub Yearly Calendar:, PR August –Micro context (ongoing on Social media) September – Sponsorship event (tights in with spring) October – Web activities: Banners, Search, Rich Media November – We could tight in with charities such as Movember (male oriented) December – We could get good media deals during this time, so we can have and integrated campaign?

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