TY  - JOUR
AB  - This case features Old Spice's efforts to reposition Glacial Falls after sales stagnated in the United States. The challenges in this case are twofold. First, it sets the stage for deciding whether and how to reposition a brand after a period of significant stagnation. This entails a targeting dilemma about whether to keep existing customers or take the risk of losing them to go after a new target. Second, this case examines whether the company should make a sensory change in the product (i.e., the scent) or whether it should undertake a cognitive change in the positioning of the product instead.The case gives students the valuable experience of making a positioning choice and supporting the rationale for the positioning chosen. Specifically, it can be used to discuss:
VL  - 
IS  - 
SN  - 2474-6568
DO  - 10.1108/case.kellogg.2016.000241
UR  - https://doi.org/10.1108/case.kellogg.2016.000241
AU  - Rucker Derek D.
AU  - Dubois David
PY  - 2017
Y1  - 2017/01/01
TI  - Old Spice: Revitalizing Glacial Falls
T2  - Kellogg School of Management Cases
PB  - Kellogg School of Management
SP  - 1
EP  - 8
Y2  - 2024/04/23
ER  -