Old Spice SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 7306

SWOT Analysis of Old Spice with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Old Spice

Parent Company

Proctor and Gamble


Personal Care brand - Beauty and Grooming



Tagline/ Slogan

Smell like a man


Old Spice makes a man more manly and desirable among women

Old Spice STP


Men aged between 16 to 40 who shop for personal grooming

Target Group

Men who have active lifestyle and  are outgoing and confident


It is a product for people who are man or like to be man

Old Spice SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Old Spice :

1. Successful brand in the global market
2. Excellent product quality
3. Strong distribution channel 
4. Affordable price and strong financial back up due to P&G as the parent company

5. Strong advertising and brand presence

6. Product portfolio includes Antiperspirant, Bar Soap, Body Spray, Body Wash, Deodorant


1. Intense competition means limited brand loyalty

2. Availability of cheap substitutes and fake products affects brand image


1. Expansion in emerging markets 
2. Young consumers are willing to experiment
3. Expand product line for female customers also


1. Fierce competition in male deodorant market
2. Economic recession has decreased consumer purchasing power 
3. Bad publicity due to complaints of skin irritation

Old Spice Competition


Below are the 3 main Old Spice competitors :

1. Axe
2. Right Guard
3. Gillette

The brandguide table above concludes the Old Spice SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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