Old Spice SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Old Spice analyses the brand by its strengths, weaknesses, opportunities & threats. In Old Spice SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Old Spice to benchmark its business & performance as compared to the competitors. Old Spice is one of the leading brands in the FMCG sector.

The table below lists the Old Spice SWOT (Strengths, Weaknesses, Opportunities, Threats), top Old Spice competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Old Spice SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Old Spice Brand Analysis
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

SWOT Analysis of Old Spice
Old Spice Strengths

Below are the Strengths in the 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

Old Spice Weaknesses

Here are the weaknesses in the Old Spice SWOT Analysis:

1. Intense competition means limited brand loyalty

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

Old Spice Opportunities

Following are the Opportunities in Old Spice SWOT Analysis:

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

Old Spice Threats

The threats in the SWOT Analysis of Old Spice are as mentioned:

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
Old Spice Competitors

Below are the top 3 competitors of Old Spice:

1. Axe
2. Right Guard
3. Gillette

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Old Spice. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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