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The 5 C's analysis and Differential Advantage

Company: Old Spice is most known for its personel hygenie products such as deodorant, body wash, and soap. They are also involved in the body spray, hair care/gel, trimmers & shavers markets. They are seen as one of the top companies in the deodorant market

Competitors: Old Spice main competitors are AXE and Right Guard

Collaborators: We need to come up with this still

Context: Social/Cultural environment. People want to have a reliable deoderant that will provide the user with long lasting protection from sweat.

Customer:

We worked on a customer profile for Old Spice, and this is what we have for the young males - aged 15-24 customer segment.

Most important customer jobs:

1. Wanting personal hygeine - "I want to be clean"

2. "I want to be considered cool and confident, especially by women"

3. "I want to smell good"

Customer Gains: 1. The product must deodorize and be effective

2. The product must keep me dry

3. It must be simple and fast, not messy. The product must feel nice in my hands - have a smooth dial and open easily

Customer Pains:

1. The product is not long lasting. It does not keep me clean all day.

2. The smell is not what I wanted. It does not live up to my scent expectations.

3. The product is too expensive. I feel I am not getting enough product for what I am paying.

Over the next few weeks it is important for our group to think about the differential advantage that Old Spice has over other companies. We will need to fill in the blanks for this statement. Old Spice has a differential advantage in delivering benefits to target segment through busines strengths. In finding this advantage, it will be important for us to focus on one key customer segment. I think the more thorough we are with that, the easier it becomes to see the differential advantage. Some ideas we had for the differential advantage is that Old Spice has: - classic scent

-artwork on products

-heritage and updated heritage

-being a "man's man"/"commanding man"

-Old Spice is more confident than say, axe in that more mature men will wear Old Spice, where less mature, more teenage boys will wear axe