This case has the force Old Spice, to change the Ice falls after stagnating sales in the United States. Problems in this case are twofold. First, it provides a basis for decision-making and how to change the brand, after a period of significant stagnation. This entails targeting the dilemma of how to retain existing customers or to take the risk of losing them to go after a new target. Secondly, it examines whether the company needs to do sensory changes in the product (eg, odor), or should it spend cognitive changes in the positioning of the product instead. "Hide
by Derek D. Rucker, David Dubois Source: Kellogg School of the 8 pages. Publication Date: November 11, 2011. Prod. #: KEL619-PDF-ENG
