Old Spice : revitalizing glacial falls / Derek D. Rucker & David Dubois.

Format:

Book

Author/Creator:

Rucker, Derek D., 1977- author.

Dubois, David D., author.

Series:

SAGE knowledge. Cases.

SAGE Knowledge. Cases.

SAGE knowledge. Cases

Language:

English

Subjects (All):

Old Spice (Firm).

Brand name products--Case studies.

Brand name products.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations (black and white, and colour).

Place of Publication:

[London] : SAGE, 2016.

System Details:

text file

Summary:

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.

Notes:

Originally Published in: Rucker, D. D., & Dubois, D. (2011). Old Spice: Revitalizing Glacial Falls (teaching note revised 22/05/2014). 5-411-752. Evanston, IL: Kellogg School of Management, Northwestern University.

No ILL or scholarly sharing allowed.

Description based on online resource; title from home page (viewed on April 29, 2016).

ISBN:

9781473971028

OCLC:

1017711458

Access Restriction:

Restricted for use by site license.