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Procter & Gamble Inc. Scope Mkt750

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MKT 750 FINAL TERM EXAMINATION ANSWERS PROCTER & GAMBLE INC. SCOPE: CASE STUDY ON PAGES 251 – 262 PREPARED BY: xxxxxxxxxx STUDENT ID: xxxxxxxxxx GROUP: xxxxxxxxx PREPARED FOR: ASSOC. PROF. DR FAIZAH ABD RAHIM This case is about P&G Inc., which is one of the most successful consumer goods companies in the world. The P&G community consists of nearly 98,000 people working in almost 80 countries worldwide. What began as a small, family-operated Soap and Candle Company now provides products and services of superior quality and value to consumers in 140 countries. Scope was introduced in 1967 by Procter & Gamble, which is one of the most successful companies in the world. P&G philosophy is to provide superior quality and value …show more content…

Scope a green, mint-testing mouthwash, was positioned as a great-testing and mouth- refreshing brand that provided bad-breath protection. It was the first brand that offered both effective protection against bad breath and a better taste than other mouthwashes. Protect & Gamble, Inc also launching a line extension because they believed it’s will maximize profitability of the Scope’s brand. They also lowering its prices on Scope for attract the consumer to buy Scope’s product. The uncertainties are consumer perception of the brand images. Non-users currently don’t buy mouthwash because they don’t believe they get bad breath and they believe that brushing their teeth is adequate. The product innovation from other competitors is one of the challenges for Protect & Gamble, Inc like Listerine and Plax. Beside that the influence of the environmental factor such as now consumer more like use gums and mint for refreshing their breath. STEP 3: CONSIDER THE RELEVANT INFORMATIONS SWOT ANALYSIS Scope’s Strengths • Proctor and Gamble is one of the most successful consumer goods companies in the world • Proctor and Gamble known to provide products that fulfill consumer needs at superior quality and value • Leader in Canadian market with 33 percent market share and market expanding • Sales have been increasing for P & G in recent years. Although, the increase in net earnings by $1.3 billion, from $0.3 billion to $1.6 billion, between 1987

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