SWOT AnalysisLearning Community 011 Group Members: Brandon Davis, Sam Gravois, Allison Koesters, Claire Koontz, Kirsten Lucas, Sean Malone, Jake Oney, Audri Razzoog, Danny Rojek, Nell Saunders, Abby Snyder, Emily Stephens, Justin Tulloch, Serin Waddell, Luke Warren, Joshua Weidus PACE Leader: Lauren Mezher Professor Ric Sweeney Old Spice SWOT 2 Table of Contents Table of Contents 2 Introduction 3 Strengths 6 Iconic Brand Image 6 Social Media 7 Commercials and Advertising 7 Sustainability 8 History of Diverse Product Line 9 Weaknesses 10 Animal Testing 10 Target Market Confusion 10 Gender Portrayal 11 Opportunities 12 Workplace Environment 12 80th Anniversary 13 Women’s Line 14 Green/Safer Products 14 Threats 15 A Shift Toward Small/Local Brands 15 Close Brand Competition 16 Competition Within P&G 17 Class Action Lawsuit 18 Conclusion 19 Appendix 20 Bibliography 26 Old Spice SWOT 3 Introduction Procter & Gamble: it may be hard to believe that a company that manufactures close to one hundred brands of products was once a startup business that sold only soap and candles. Although it is now a multinational company, it all began with a simple handshake between two men. In the early years of the nineteenth century, Cincinnati, Ohio was a hub for monumental growth because of its spot along the Ohio River. It was a prime location for transporting materials to other key cities along the river, making it a popular destination for settlers and migrants to make their home. Due to Cincinnati’s plethora of meatpacking businesses, there was an abundance of the byproducts fat and oil. These primary resources attracted candle maker, William Procter, and soap maker, James Gamble to establish themselves in the lively town known as “Porkopolis” (“History of Innovation”). The two met after marrying the Norris sisters, Olivia and Elizabeth. The “History of Innovation” page on P&G’s website states, “it was their [the Norris sisters] father that noted his two sons-in-law were competing for the same raw materials,” which in turn led to him suggesting that Procter and Gamble become business partners. In 1847, both of them put forward $3,596.47 to create a soap and candle business, which would go on make a net profit of $37,000 less than a year later. By 1859, sales had already reached $1 million. They had no idea that this family business would one day be known as the “largest and most profitable consumer good company in the world” (“History of Innovation”). In 1878, the second generation of the Procter and Gamble families became involved in the company. They each took their own roles; Gamble’s sons working on research and development and becoming the first CEO, and Procter’s son becoming the father of branding and advertising. James Norris Gamble, the oldest son, did years of extensive research and eventually Old Spice SWOT 4 introduced Ivory soap, a two-in-one product that was suitable for use in the home, such as on clothing, dishes, and floors, as well as on the body. This was the company’s first branded and best-selling product (“History of Innovation”). From there, P&G moved on to developing other products, one of the most notable being Tide detergent. This “washday miracle” became the leading laundry product in the country by 1949 because it did a better job than any other available detergent. Following closely were Oral B toothbrushes, Pampers diapers, and Crest toothpaste, which are still leading products on the market today (“History of Innovation”). What made these products especially notable and successful was how revolutionary they were; they surpassed their competing brands with ease. P&G’s widespread success in Cincinnati led to the spread of the business into the rest of the country, and eventually the world. The company now operates in Asia, Europe, Africa, Latin America, and North America (“Where We Operate”). This widespread success continues on, resulting in net sales of $65.3 billion in 2016 (as seen in Figure 1). (“P&G 2016 Annual Report”). At 44% of net sales, the majority of P&G’s success is in North America, but European markets make up about a quarter of net sales. The remaining 33% is in the other regions P&G does business with, such as China, Asia, and Latin America (as seen in Figure 2). According to Forbes, the company now employs 110,000 people across the globe. P&G is 39th on the Global 2000, showing its success on all fronts in the business world (“Procter & Gamble”). Product lines that P&G manufactures covers a number of different bases, from fabric care, to grooming, to skin and personal care. Among the skin and personal care category is Old Spice, the “quintessential men’s grooming brand” (“About Old Spice”). However, it has not always been the leader of the male grooming industry. It was originally produced by the William Lightfoot Schultz and the Shulton company, founded in 1934. The product, known as “Early Old Spice SWOT 5 American Old Spice” was introduced as a women’s fragrance in 1837, followed soon after by Old Spice for men in 1938. Interested in a colonial theme for the product, Schultz chose a nautical theme for Old Spice. This is what brought on the traditional colonial sailing ship that is shown on Old Spice’s packaging (“History of Old Spice”). Procter & Gamble purchased the entire line of Old Spice products in June 1990, starting its journey to success within the company (“History of Old Spice”). When it was acquired, its popularity and sales were showing signs of declining (Neilly). However, once P&G took over, Old Spice was marketed towards younger men as well and in light of that, they have rebranded and enhanced the company by introducing new products and continuing with many of their original lines. Today, their product line includes men’s deodorant, body spray, body wash, aftershave, cologne, and various hair products (“Shop Products”). Procter & Gamble’s Mission: “P&G will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper (“Purpose, Values, & Principles”). Procter & Gamble’s Values: P&G has many values that it lives by, showing the high standard it holds itself to. Those values are integrity, leadership, ownership, trust, and a passion for winning. Descriptions of each value are proudly displayed on the company’s website (“Purpose, Values, & Principles”). Procter & Gamble’s Emphasis: The emphasized standards that P&G holds itself to are as follows: “show respect for all individuals, the interests of the company and the individual are inseparable, strategic focus on work, innovation is the cornerstone of success, seeking to be the Old Spice SWOT 6 best, valuing mastery, an external focus, and mutual interdependency” (“Purpose, Values, & Principles”). STRENGTHS ❏ Iconic Brand Image- One significant strength of the Old Spice brand is its iconic brand imaging. The massive product line all share the easily recognizable packaging: a bright red bottle, sailing ship logo, and the red and white Old Spice script lettering. The classic ship, which has appeared on Old Spice bottles since its beginning in 1938, was made to resemble either the ship The Grand Turk or the ship Friendship (As seen in figure 3). During the mid 1990’s, Old spice changed the older looking clipper ship to a more modern yacht, still keeping with the nautical theme, but changing it to create a more modern feel (“Old Spice Packaging”). However, ultimately, the brand realized that the iconic clipper ship was a part of what made their brand image so strong, hence, the classic ship is what you will find on the packaging today. While their newer lines all have unique looks of their own, with modern graphics and colors, you will still find the Old Spice script lettering and classic ship front and center. Even the color of packaging is a strength. Studies have been done proving the attractiveness of the color red to many consumers. It catches the eye and is more appealing than other colors, therefore Old Spice’s red packaging naturally helps ensure their product is a top seller (Zerbe). Continuing with their nautical theme, the classic buoy-shaped bottle (As seen in figure 4) of their original after shave products is a favorite of many, and the company has kept this iconic shape to hold onto to its legacy. The nautical ambiance and theme that Old Spice provides is one that has strong brand awareness and recognition. Old Spice SWOT 7 ❏ Social Media- Old Spice has a strong social media presence on platforms such as Twitter and YouTube. As of October 16, 2016, Old Spice has 223 thousand followers on Twitter and over 595 thousand subscribers to its YouTube channel and over 327 million views across all of its videos, with many videos surpassing 10 million views each. Comparatively, these numbers are huge as AXE, one of Old Spice’s main competitors, only has 134 thousand followers on Twitter and 43 thousand YouTube subscribers. Old Spice also does a spectacular job engaging customers through social media by quickly replying to tweets that complain about their product, asking the customer to direct message them, so the problem can be solved on a personal level. This action can be seen several times on Old Spice’s Twitter page, and two specific instances of this would be when Old Spice replied to tweets by @morgyman and @blakesyms12 (As seen in figures 5 and 6). Both of those specific tweets that they replied to were about different issues, but Old Spice took similar action in both cases by reaching out for more of a personalized solution by asking the people with issues to DM them. By trying to personally fix consumers problems Old Spice is building customer loyalty. Old Spice is reaching millions of consumers and doing it better than their competition. ❏ Commercials and Advertising- Old Spice also has a strength in their advertising commercials. Old Spice commercials are fun to watch and they reach many people. The commercials have reached consumers over 1.2 billion times as of August 2010 (Holthaus, “Old Spice’s New Ads”). This goes to show how Old Spice’s commercials are growing their brand awareness and name recognition. The commercials also feature celebrities that are appealing to both men and women, such as the last celebrity spokesman, Isaiah Mustafa. The ad campaign with Mustafa was rated as one of the best ad campaigns of the Old Spice SWOT 8 21st century by Advertising Age (“Top Ad Campaigns”). The ad campaign with Mustafa is a great strength because of its appeal to women in addition to men. Because the commercial is appealing to both genders, Old Spice is more likely to be bought whether either man or woman goes to buy deodorant. Besides a strong presence in commercials, Old Spice is gaining advertising in a variety of ways. For example, the last mile of the Flying Pig Marathon in Cincinnati, Ohio is called the Old Spice High Endurance Mile to the Finish. This is a strength because it allows Old Spice to reach and stay in the minds athletic men and women who would be more likely to buy their products if they associate it with something they are familiar with and passionate about. (Holthaus, “Lipstick on a Pig”), This type of exposure allows them to expand their market share, grow considerably, and increase their profits in the long run. ❏ Sustainability- One strength Old Spice has in the market, is its sustainability and social responsibility efforts which are important in today’s increasingly green-conscious culture. While Old Spice is making efforts to promote social responsibility and sustainability by implementing policy that mandates all production power plants will be functional on 100% renewable energy by 2020, there are a number of things we suggest they can do to better their environmental footprint (“Our Sustainability Approach”). We would recommend that Old Spice further expand on its strength of sustainability by exploring sustainable materials, such as recycled packaging and developing better relations with supply chain partners to ensure they are also operating in compliance with green and fair trade practices. With further understanding of the global impact of their products and the effects of their processes, Old Spice will be able to produce a product that is better and Old Spice SWOT 9 more sustainable for the world, while building an image as an environmentally friendly company. ❏ History of Diverse Product Line- Another strength Old Spice possesses is its extensive and deep product lines. Old Spice is not just a fragrance company anymore. It has done a very good job of diversifying itself within the market. Old Spice exemplifies great product line breadth, offering a vast selection of Antiperspirants, Deodorants, Body Washes, Body Sprays, Bar Soaps, Hair Care and Styling tools, Trimmers and Shavers, Shave Gels and Colognes, as well as product line depth with many different scents within these product lines. From P&G’s acquisition of Old Spice in June of 1990, they have worked hard to reimage the Old Spice brand from “just your grandfather’s deodorant” to a diverse product mix of cosmetics with a new, youthful image. Old Spice has kept its original “Classic Scent,” while also expanding to many new scents to appeal to the younger target market. To fit their growing product line and reformed youthful image, in 2008, Old Spice started an ad campaign that emphasized the heritage and history of their product line to younger generations, calling Old Spice Products, "The original” and stating “If your grandfather hadn't worn it, you wouldn't exist” (“Old Spice”, Wikipedia). Old Spice has long utilized its history as a strength to provide credibility when persuading young men to use their product. An example is, again, the 2010 ad campaign with actor and former NFL football player Isaiah Mustafa. Old Spice utilized Mustafa in order to respond to the growing popularity of foreign competitor AXE among adolescent boys. This “Smell like a Man, Man” campaign utilized Old Spice’s long history and heritage in the market and positioned Mustafa to act as a well experienced expert who would guide young men into masculinity. The appeal of this strength is explained by the Old Spice SWOT 10 quote, "A big question for us at the time was the name and whether the brand could be relevant to young men moving forward. An early and key decision was to turn this perceived weakness into a strength. With its 70-year brand heritage Old Spice was ‘experienced’ and well positioned to be an expert on masculinity and being a man" (“Case Study: Old Spice”). WEAKNESSES ❏ Animal Testing- In this day and age, consumers are constantly becoming more environmentally and ethically conscious. Many people will now put more research into the products they are buying, and allow their buying decisions to be swayed by issues that are important to them. One issue that has come to the forefront of consumer’s minds is animal testing. Old Spice does in fact test their products on animals before bringing them to consumers. This is seen by many as a form of animal cruelty, and creates a negative view of Old Spice for some consumers. P&G’s website claims that they only conduct animal testing in places where it is required by law, but this still leads to many issues with consumer acceptance. In order to counteract this, P&G has put some research into alternatives to animal testing, but they don’t make their efforts very well known to their customers. However, since this is a growing concern amongst many consumers, Old Spice needs to listen to customers in order to better understand what methods they think are acceptable, and to show them that they are willing to change their practices in order to benefit everyone. ❏ Target Market Confusion- The Old Spice commercial campaign has always been full of historical foundations, generational differences, and flashy slogans. Despite this and its Old Spice SWOT 11 consistent coloring, lettering, and script, the one weakness that its advertisements have had is losing sight of the past. Old Spice began its advertising with the point in mind to cater to the “manly outdoorsman.” In 1972, it released its “Wake up with Old Spice” campaign (VintageC OmPlus). This strand of commercials gave any grown man a refreshing feeling of relief to their typical fragrance and body wash smells. A problem with the evolution of Old Spice’s advertisements is that it has lost its older audience and its historical roots. New commercials cater towards a younger audience and more modern interests. Instead of fragrances being refreshing and purifying, they have become stronger and more complex. In today’s business world, managers, CEOs, and bosses aren’t exactly looking for the intensity of a “Bearglove Wild” or a “Swagger Red Zone,” And because of this, Old Spice has lost much of its older, more professional audience and, as a result, many potential customers. It has not made up for it in advertisements either. The shirtless ladies’ men, movie stars, and race car drivers may seem attractive during the Superbowl, but when the work week starts back on Monday, people are looking for a clean and neutralizing scent that will warm employers and mask body odor. Old Spice has begun to abandon its history and because of it, is losing its original consumer base. ❏ Gender Portrayal- Making sure marketing is as unbiased as possible today is a hard feat; one that Old Spice is struggling with. Looking back at Old Spice’s campaigns, such as the “Smell Like a Man” and “Legends,” women, but more specifically, men have stereotypes thrust at them. The commercials for the “Smell Like a Man” campaign already suggests that you are not a true man unless you smell like one. Spokesperson Isaiah Mustafa even addresses the women watching the commercial to compare their “man” to himself, later telling the women that their “man” can be more like him if they Old Spice SWOT 12 buy Old Spice (“The Man Your Man”). Not only the commercials, but the different scents available suggest a stereotypical man. Just to name a few, fragrance scents include: “champion”, “wolfthorn”, “hawkridge”, and “lionpride”. These scents portray that a real man would only smell like someone who spent a lot of time outdoors and must be an achiever. A male can be identified as a man in many different ways, but the definition Old Spice is portraying does not encompass all the facets each different man can have, which limits even more of the market in which they are trying to sell to. OPPORTUNITIES ❏ Workplace Environment- As a product in a competitive market, the innovation of Old Spice is vital in order for the company to stay ahead and retain customers. How can you take a brand around 80 years old and transform it to think like a start-up? Old Spice’s innovation is solely dependent its employees; therefore, the start-up mindset starts with them. It starts by creating an environment where employees are able to be creative, communicate ideas, and stay productive. Management can greatly hinder or boost employees’ potential. In a traditional hierarchy, employees may feel the pressure to think about their everyday small tasks, instead of thinking big. Employees also may not have the chance to communicate their valuable thoughts or ideas to upper management, due to the number of layers an employee must go through in order to reach upper management. In a flat management structure, it is much easier for individuals to communicate their thoughts directly to upper management, this nature leads employees to think big, because they are then able to see how their creativity and thoughts can directly impact a company. Although Old Spice may not be in a position where they can reorganize their structure Old Spice SWOT 13 into a flat structure, they can create a platform that allows employees to have a voice. Such a platform will create an environment where employees are able to constantly add to the innovation of Old Spice. One way to do this would be to create a platform where employees are able to post ideas and discuss what ideas they like the most. This platform can be compared to Starbucks’s “MyStarbucksIdea.com.” Those who communicate ideas for the “MyStarbucksIdea.com” are consumers who are able to “Share. Vote. Discuss. See.” the ideas they put out into the platform. This process will allow a more open and creative structure for employees to share their ideas. It is definitely possible for Old Spice to utilize a platform along these lines, with a creative name such as “TheSpiceShop.com.” Employees are at all different levels and focus on all different aspects of Old Spice. With the amount of diverse perspectives employees have on Old Spice it can be so powerful to see what employees are observing and what they may want to change or add to the brand. A platform where these diverse perspectives can be put together will create an incubator for innovation and brand pioneering. ❏ 80th Anniversary- We also see an opportunity for Old Spice to expand their market. We propose that Old Spice recreate the very first pilot scent they made for women when they first started in 1937. With the approaching 80th anniversary of Old Spice’s establishment, doing a tribute to the past would be a great way to celebrate. Also, to make tribute to the original bottle, Old Spice should have the old design of the bottle be recreated in a plastic version. Although the original bottle was glass, recreating it in plastic will be more cost efficient. The original bottle, with the current logo of Old Spice, along with some indication printed on the bottle that the company is now reintroducing the first Old Spice women’s fragrance set would give the brand much attention from the Old Spice SWOT 14 media and consumers. With the resurgence of the original idea of a woman’s fragrance, Old Spice’s 80th anniversary would be a true celebration of their past. ❏ Women’s Line- Old Spice has competition with many companies, its biggest competitor being Axe. Due to the heavy competition between Old Spice and Axe, we have look into what has given Axe more success. In 2012, Axe successfully pitched their first women’s line of products in the scent “Anarchy” (Zafar). These new scents excited women everywhere and caused a spark of conversation in women’s magazines such as Cosmopolitan and InStyle. On the website of InStyle it was stated that, Axe’s Anarchy scent was perfect for women who always considered Axe to only be “products in the bathrooms of our brothers and boyfriends” (Mychaskiw). The new line of products would be made for girlfriends and wives who already buy Old Spice for their significant others. These products would be just as affordable and targeted toward the everyday woman, around the ages from eighteen to forty years old. Old Spice needs to take a daring step forward to extend the line and the variety of people they market too. There is a more than large enough market for women desiring to find effective, long lasting antiperspirants and fragrances. ❏ Green/Safer Products- Overall, P&G utilizes green materials for a lot of their products. For some of its products, though, there is opportunity to further the use of these green resources. There is an opportunity to increase not only the ethical, but also the social responsibility of the brand. Many of Old Spice’s products use ingredients that are not eco-friendly and not necessarily considered safe for human use either. One of these products is propylene glycol, which has been known to cause skin rashes in those with sensitive skin (Sherman). Because of this, Old Spice has the opportunity to utilize Old Spice SWOT 15 glycerol in place of the harsher product. Glycerol is a natural alternative with the same effects as propylene glycol without the same effects on human skin. Another not so safe product used in some Old Spice products is synthetic coloring. Synthetic coloring is considered a human carcinogen and skin irritant (Cunningham). A solution and opportunity for this product would be to either not use coloring altogether or use natural colors. Both of these options would not only be safer for users, but also more sustainable. It would not only benefit the product itself, but the company overall to “go green”. This would create an opportunity for Old Spice to increase its social responsibility. Ultimately, this could encourage consumers who previously did not purchase Old Spice, to now purchase it because of its conscious effort to use safer and greener products. THREATS ❏ Class Action Lawsuit- Problems with Old Spice products are being brought to attention through a currently open class action lawsuit against Procter & Gamble. The lead plaintiff is a Virginia man who says he suffered severe rashes, burning and discomfort “after only a few uses” of an Old Spice product (Grasha). Along with this man the lawsuit also contains the cases of at least 100 other consumers who have been affected by these products. It is seeking over $5 million in damages for consumers who purchased Old Spice deodorant and were injured by a deodorant rash or chemical burn and contains 13 different Old Spice deodorant products (“Old Spice Deodorant Rash”). This is a threat to the Old Spice brand because the bad PR will affect any of the brand’s products that are still on shelves. The large amount of social media attention that is now being brought to Old Spice SWOT 16 the issues with the different Old Spice products will discourage large amounts of consumers from buying this brand of deodorant as well as possibly continue spreading the word through different social media sites and negative word-of-mouth. This type of bad PR can make Old Spice brand investors nervous and cause many consumers, affected or not, to search for alternative products causing Old Spice’s market share and revenue to decrease. ❏ A Shift Toward Small/Local Brands- Old Spice faces significant challenges from shifts in socio-cultural and demographic forces. An increasing amount of younger consumers are buying personal care products from small/local brands, all-natural brands and monthly subscription services; areas in which Old Spice has a weak or no presence. In just 3.5 years, Birchbox, a monthly box subscription service for personal care products, has grown its subscriber base to 800,000 subscribers and the organic and natural personal care products market growth has consistently outpaced the conventional product market growth in the past few years. Old Spice is particularly vulnerable to these forces, as their target market of young males is proven the least brand loyal, in regards to personal care products. Both retailers and competitors of Old Spice and P&G have reacted quickly to the consumer shift away from conventional, big brand products. Target has begun to carry a greater selection of smaller brand products and tailor inventory to fit local tastes. Another one of Old Spice’s competitors, Unilever, has recently purchased Dollar Shave Club, which has given them an upper hand with younger males in the monthly subscription market. Unilever is also discussing a deal to acquire celebrity Jessica Alba’s, Honest Co., a consumer products retailer focused on natural personal care products; this acquisition Old Spice SWOT 17 would provide Unilever with a foothold in the emerging natural product market. With Unilever making definitive strides to establish a presence in these emerging markets, P&G and Old Spice remain vulnerable if they delay to enter the monthly subscription service market and natural product market. ❏ Close Brand Competition- Old Spice constantly faces fierce competition from other large brands such as Axe, Gillette, Degree, and Dove Men that focus on the same target market. Competition in male personal hygiene products is a fierce market that is experiencing rapid growth. Axe and Old Spice consumers are very similar. 70 percent of these consumers are men and most of them are between the ages of 25 and 34. As expected, many of the consumers that each company targets overlaps. According to Slice Intelligence, Old Spice outperforms Axe in regards to buyers per income in each income level except for the 1-50k range (As seen in Figure 8). This can be interpreted as consumers who likely are students, which make up 43.67% of Axe consumers. Old Spice may not identify with students as well as Axe does, costing them a large number of customers in the US market. If another economic recession were to hit the US, Old Spice might lose some of their 50k-100k income customers as they may drop below their previous income level, which stats prove, tend to buy Axe products. Nearly 75 percent of Old Spice’s revenue comes from strictly deodorant sales, while Axe’s revenue is evenly dispersed across its entire product line (As seen in Figure 9). Styling Products, Cleansers and Shampoos all generate more revenue per category than the opposing Old Spice Products, making up a total of 46.3% of Axe’s total revenue vs. 16.8% of Old Spice’s total revenue (Stanton). Old Spice also struggles compared to other large brands in regards to toiletries/grooming/aftershave brands. In 2014 Gillette, Degree, and Axe all Old Spice SWOT 18 outperformed Old Spice in sales in the US. Degree Men’s deodorant out sold Old Spice High Endurance deodorant by over $70 million dollars in sales in 2014 (As seen in Figure 10). Old Spice High Endurance deodorant saw a -2.4% decline in sales in 2015 which was actually higher than Degree Men’s deodorant (-3.4%), however Axe Dry deodorants (no change) and Dove Men+Care deodorants (31.3%) both have a higher growth of sales than that of Old Spice (As seen in Figure 11). Overall Axe and Old Spice are in a fierce competition for the same customers and are neck and neck in regards to market share making them huge rivals. Gillette ($783m) dominates the shaving and grooming industry boosting the highest amount of sales, outperforming Old Spice in the same category by $709 million dollars annually. Degree has firm control over the men's deodorant market, outperforming Old Spice deodorant by over $47 million dollars in sales in 2016. Dove Mens+Care is also putting pressure on Old Spice because it has seen such rapid growth in the industry the last few years. Although Dove Men+Care has most recently been outperformed by Old Spice High Endurance by $2.1 million dollars, generating 4.3% of the deodorant market share compared to 4.4% posted by Old Spice High Endurance (Drug Store News), they are gaining on Old Spice at an alarming rate, for the amount of time that they have been in existence. ❏ Competition within P&G- Within their own umbrella company of P&G, Old Spice is forced to compete with a lot of its family members for the same target market and product. For example, according to Quora’s website, Gillette’s target market is roughly 18-34 year olds and Old Spice is targeted towards roughly that same market. Old Spice has recently turned from targeting the older generation and has refocused its marketing Old Spice SWOT 19 efforts towards the younger generation. One of the problems associated with this repositioning is that there is a conflict of target markets within the P&G family, causing a loss of profit and a competition for consumers within itself. The market size has gone up 4 billion dollars in a mere four years, and is projected to go up almost another 6 billion by 2021 (As seen in figure 7). With the antiperspirant and deodorant market is so large every little bit of the market share is important and having the two brands compete against each other is unneeded. Conclusion Old Spice is a brand that is rich in history. One that is a part of the fabric of our American culture, and something that can hopefully stand the test of time. From the beginning with William Lightfoot Schultz and the Shulton company and now with Procter and Gamble, Old Spice is a brand that has and will thrive in the days to come. Though the path is not always easy, Old Spice is a dynamic brand that continues to grow and thrive. Whether it’s by utilizing its strengths, such as its iconic and easily recognizable brand image, strong and interactive social media presence, innovative and engaging advertising campaigns, or the quality product which it produces. Old Spice has strengths and opportunities that it can focus on as it continues to grow. These include a dynamic and engaging workplace for its employees, a possible historically rich women's line, an environmentally friendly approach, and historical approach to its future by utilizing its prosperous past in its marketing. Old Spice can truly flourish in the years to come if it can utilize these things, stay away from the threats of its competition, and fix weaknesses such as animal testing and mixed brand image. Overall, Old Spice is an incredible brand with a rich history and an incredibly bright future. Old Spice SWOT 20 Figure 1 Figure 1 Figure 2 Figure 3 Figure 4 Old Spice SWOT 21 Figure 5 Figure 6 Old Spice SWOT 22 Figure 7 Old Spice SWOT 23 Figure 8 Figure 9 Old Spice SWOT 24 Figure 10 Old Spice SWOT 25 Figure 11 Old Spice SWOT 26 Bibliography "About Old Spice." Old Spice Newsroom. Procter & Gamble, 2016. Web. 10 Oct. 2016. "Awards." Old Spice Newsroom. Procter & Gamble, 2016. Web. 10 Oct. 2016. AXE. "AXE." YouTube. YouTube, n.d. Web. 16 Oct. 2016. "AXE." Twitter. Twitter, n.d. Web. 16 Oct. 2016. "Case Study: Old Spice Response Campaign." D&AD. D&AD Digital Marketing, n.d. Web. 19 Oct. 2016. Coleman, Lauren. "Old Spice Attracting Women in Gender-Bending Hit for P&G." Bloomberg.com. 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