Glacial Falls is the worst-performing scent underneath Old Spice, a P& G owned brand in male deodorization deodorizer and human body wash category. According to consumer ideas from concentrate groups, almost all of those who ever used Despegado Falls ahead of considered Distante Falls as a great smell. For those who by no means tried this before and those who had zero interest to try it, the image of " grandfather's brand" is a important issue. Consumers did not similar to this product not because the product features are not good enough but mainly because they marked Old Piquancy as a merchandise only older guys would work with. Target
There are two consumer segments could be considered: existing target which can be between 24-35 years old and younger target which is among 12-24 years of age. The associate brand manager of Glacial Falls ought to target 12-24 years old customers. As mentioned in case, consumers usually become faithful to certain brand if they age. Moreover, younger section is carry on growing and is bigger than existing part. If Older Spice tend not to change their target section and interaction strategy, these younger potential consumers may never try Old Piquancy products. Once those more youthful consumers get used to and become loyal to competitors' brand, it might hurt Old Spice's income and market share.
Info suggested more than 50 percent of consumers who tried Despegado Falls could remain users. From the client insights statement, those young interviewees who had negative attitude towards Froid Falls did not ever use the product just before. They did unlike the product just because of the poor brand image. It was very likely that Distante Falls can improve it is sales amount if it could stimulate consumers to make an effort product by simply transforms alone into a youthful and more lively brand.
Lastly, targeting young segment will not necessarily cast off current users. The consumer rewards provided by Froid Falls had been its superb smell and long lasting aroma. That means what appealed to current users were useful...