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Procter & Gamble, Scope Case Study

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Case Study: Procter & Gamble, Inc. Scope
Introduction
Procter & Gamble (P&G), first introduced a great tasting mouthwash that was minty green and sure to fight off bad breath, called Scope in 1967. In 1990, Scope led the Canadian market share with 32%. However, since 1988 when Pfizer Inc. launched a new mouthwash called Plax, it became Scopes’ major competitor. Plax offered something different from the typical mouthwashes. Plax had the advantage over other brands because not only did it offer fresh breath and killing germs, but it was also a plaque fighter. Gwen Hearst, brand manager, is in charge of increasing market share, volume, and profits for Scope.

Marketing Issues
First, does Scope intend on introducing a new line extension by developing a product that strictly focuses on fighting plaque. This must be done in a way not to mistake the customer into thinking that there are additional claims to the original product. Second, add new claims to the already existing product. This would state something like “Scope not only gives fresh breath and kills germs, but it also fights plaque.” Or third, take no action but would need to focus on increasing advertising and promotion on what Scope already does, freshens breath and kills germs.

Situation Analysis
SWOT Analysis:

Strengths
*Since 1967, Scope has been in the health care, oral hygiene industry
*Has a better taste than other mouthwashes
*Excellent procedures and development with a high-quality product

Weaknesses
*Comparable product with other competitors
*Not enough packaging sources
*Not a strong distribution channel

Opportunities
*Increasing profits by moving into a different market segment
*Have more food and drugstores in distribution channel *Having the brand focus on the health side of good oral hygiene

Threats
*Industry is saturated by competitors

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