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Hi tutors. please read the case videos and instructions and answer the question below.
P & G’s Secret Deodorant: Finding Inspiration in Perspiration
Secret deodorant was the first deodorant brand marketed exclusively to women in 1956. For some 50 years, the brand held a prominent market position. However, Secret brand management believed the brand was losing its relevance with its target market. The challenge facing the brand’s management team was to modernize the brand by making it relevant to a new generation of consumers.
The video case describes the thought process and program execution behind the “purpose-driven marketing” initiative for P&G’s Secret deodorant. As such, the case provides a contemporary look at how social media can be used in brand building. Moreover, the case permits a discussion about the link between fundamental consumer behavior and brand management concepts.
This case provides a “behind-the-scenes” look at the award-winning social media campaign for Secret deodorant. Equally important, it encourages you to link such concepts as the hierarchy of needs and brand equity to the marketing of Secret. In this way, you should come to appreciate the underlying theory that guided the development of the Secret campaign even though the terminology does not appear in the written case or video.
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