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Old Spice: Revitalizing Glacial Falls Case Solution & Answer

This case features the efforts of Old Spice to reposition ice after falling sales have stagnated in the United States. The challenges here are twofold. First, the stage is set to decide whether and how to reposition a brand after a significant period of stagnation. This involves targeting a dilemma about whether to retain existing customers or risk losing them to go after a new target. Second, the study examines whether the company should be a sensory change in the product (perfume) or whether to perform a cognitive shift in the positioning of the product in place.
by
Derek D. Rucker,
David Dubois
Source: Kellogg School of Management
8 pages.
Date Posted: November 11, 2011. Prod #: KEL619-PDF-ENG
Old Spice: Solution Revitalizing glacial waterfalls case

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