Procter & Gamble (Scope) Case Study

1) What significant changes have occurred in the Canadian mouthwash market in the past three years?

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.

Colgate-Palmolive Company built some remarkable strengths while striving to fore fill the opportunities. By matching internal strengths and external opportunities company will yield an industry leverage. Using Corporate reputation for quality, technological leadership and long tradition in the industry, Colgate will be able to differentiate its products. The latest development of Optic White High Impact toothpaste with a 4 day express teeth whitening technology will become company’s niche. Although, company plans to extend the product line, it will also need to protect itself from arising competitors and substitute products, thus increasing bargaining power of suppliers and customers alike. “Dependence on large-format retailers like Wal-Mart (WMT), Target (TGT), and Costco (COST), which have a great deal of bargaining strength,” (Morgan, P., 2015) can work against Colgate. Infrastructural challenges, currency fluctuation, counterfeit product, and local substitute brands can potentially have a significant impact on Colgate’s global

Johnson & Johnson, a 130 years old famous multinational healthcare company through its family of companies is involved in the research and development, manufacture and sale of a wide range of products in the healthcare. Product that related to human health and well-being has always been their main interest over the years and also presently. Johnson & Johnson was incorporated in the State of New Jersey in 1887 by three brothers; Robert Wood Johnson, James Wood Johnson and Edward Mead Johnson.

Colgate-Palmolive Company (CP) launched a new toothbrush, Colgate Precision, to the market. But having developed for three years, CP was fiercely competing with other companies in the market. In order to have the power to fight in the highly competitive market with substantial product activity, Colgate-Palmolive Co. was in a problem of considering the how to position its new product--Precision, and to define the market strategy in terms of positioning, branding, and communication strategy. It provided some options with details to the reader, hence, for such purpose, this case would be a decision case, finding the optimum to segment the new product to the target and how it should be marketed.

Given Proctor & Gamble's economic prowess, I believe that if they truly wanted to break into a new market, they would undoubtedly have the means to accomplish their expansionary goal. Not unlike Proctor & Gamble's financial peers, the discussion of ethics is quite often substituted with speculated projection charts at the boardroom meeting. Personally, I believe that products such as skin lightening creams are a sad remnant from a more oppressive era in which light skin was equated with beauty and social status. Unfortunately, this mindset has created a lucrative and dangerous market in which people are willing to put their personal health at risk in order to obtain what they believe to be a key to a better life. Proctor & Gamble's ethical

So her specific task was to prepare a marketing plan for P&G mouthwash business for the next 3 years. In preparing the 3 year plan for Scope, a team has been formed within P&G to examine various options, the team included individuals from product development, manufacturing, sales, finance, market research and advertising operations. The team was faced by two options that are: 1- Launching a new line extension positioned against Plax as a recent entry into the market. 2- Looking at claims other than “breath” that might be used by scope such as plaque reduction.

Proctor and Gamble-Scope is faced with a very important decision, they need to prepare a marketing plan for P&G’s mouthwash business for the next three years. They want to know how they are going to be able to

The search for that “perfect” hair care product has been an ongoing process for years. Many men and women look for hair products that offer more than just healthy looking hair but actually make hair healthy within. Due to having thousands of products to choose from, it will be time consuming to read through what each product offers. As a result, we may rely on word of mouth or infomercials containing the product being used on an actual person. One of the most talked about hair care product lines is Wen by Chaz Dean.

The marketing mix is defined as a unique blend of product, place, price, and promotion strategies that would produce a satisfying exchange with the target market. The products of this store would include foods that don’t expire quickly and don’t need to be refrigerated. For instance, Cheezits, Pringles, fruit snacks, oatmeal, cereal, peanut butter, crackers, are considered to be food items in that group. Other products the store would have is hygiene products such as deodorant, shampoo, body wash, q-tips, facial tissues, toilet paper, toothbrushes, nail clippers, and toothpaste. Along with other items such as word search books, Sudoku, scrapbooking materials to decorate the boxes. Each item will have a few options such as a cheap and expensive version of each

According to Brazil basic social characteristics, and several other major competitors’ product, we decided our product types covered by the child toothpaste for the kids, healthy toothpaste for the elder, white toothpaste for young people, economic toothpaste for family. Our team pricing standards are to ensure that company earnings, guaranteed price competitive enough in the market, and guaranteed consumers can afford the price.

The huge success of L'Oreal Plenitude in French as the premium skin product with "class to mass" strategy was the primary reason for L'Oreal to expand the product to US market. The company started to enter the US market skin care in 1989 through mass channel by introducing the entire product line (14 SKU's) that had been developed in France, instead of launching the product one by one. Before Plenitude entered the US market, L'Oreal had had good reputation for its cosmetic and hair product, so the name was critical to sell the products. The company used the same formula "star" system in advertising as in France by putting bulk of dollars on the newest, most technologically advanced product. Even though Plenitude had a

By increasing successful and ideal operations and strengthening relationships with their customers, companies existing in this market diminish the significance of threat over newly accepted competitors. Toothpaste companies are still growing strongly, therefore additional firms are trying to enter the market to benefit from the increasing profits. However, most toothpaste companies have already made their name and their customers stay loyal to their brand, therefore it is hard to get into this market. With toothpaste being such a popular item and an essential in households,

The ‘Product’ Mix: The variety of products that a company produces or that a retailer stocks is known as ‘product line’. It is a broad group of products, intended for similar uses and having similar characteristics. The product mix is the set of all the products offered for sale by a company. It refers to the length (the number of products in the product line), breadth (the number of product lines that a company offers), depth (the different varieties of product in the product line), and consistency (the relationship between products in their final destination) of product lines. Product mix is sometimes called ‘product

(Excerpt) Research and Investment Forecast Evaluation of Toothpaste Market in China, 2011-2015 Research and Investment Forecast Evaluation of Toothpaste Market in China, 2011-2015 (Excerpt) Huidian Research Publication Date: May 2012 (Excerpt) Research and Investment Forecast Evaluation of Toothpaste Market in China, 2011-2015 11. Consumer Market Analysis of China’s Toothpaste Industry 11.2 Target Consumer Group Research of Toothpaste Products 11.2.3 Consumer Views to Demanded Suitable Toothpaste Type Fig.