Procter & Gamble's Old Spice, a major player in the male personal care sector, was launched by Shulton Company in 1938


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Marketing Management

CASE STUDY (20 Marks)
Procter & Gamble's Old Spice, a major player in the male personal care sector, was launched by Shulton Company in 1938. Although Old Spice was tagged as an Old Man's Product since the 1970s, the product maintained its market leader position till early 2000. Ever since P&G acquired Old Spice in 1990, it has been aspiring to give Old Spice a spicy and younger appeal. Its reasons for revamping its historic image with generation X has become stronger with the success of Axe, an offering from its competitor – Unilever, in 2004. Old Spice in its struggle to regain its lost leadership status, is trying to make its old sailor whistle a new tune.

Answer the following question.

Q1. Debate the the growth of Old Spice over the decades

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