Please submit a 1-to-2 page write-up answering the following questions:
Should Old Spice keep the Glacial Falls scent, discontinue the scent entirely, discontinue the scent and replace it with a new scent, attempt to reposition the scent, or examine another course of action? What is your rationale for your recommendation?
Should Old Spice change the scent’s target market? Why or why not?
How should the brand allocate its advertising dollars with respect to Glacial Falls? Should it continue to spend at the level of category brand (Old Spice), move to an individual product brand (Red Zone), or focus on a specific scent (Glacial Falls)? What is your reasoning?
