Essay on Proctor And Gamble Scope Case Analysis

1660 Words 7 Pages
Procter & Gamble
Scope
Case Analysis:
Scope, a green mint tasting mouthwash, was positions as a great tasting mouth refreshing brand that provided bad breath protection. It is the first brand that offers both effective protection against bad breath and a better taste than other mouthwashes.
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 that best fills the needs of the consumers; it was recognized as a leader in the Canadian packaged good industry.
P&G Canada has five operating divisions, organized by product category. The divisions and some of their major brands are:
1- Paper products: Royale, Pampers
2- Food and
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In studying the current situation and preparing for a strategic plan, Gwen Hearst reviewed the available information for the mouthwash market and Scope.
Information and surveys showed that 75% of Canadian household use 1 or more mouthwash brands. The company’s market research revealed that users could be segmented to 'heavy' users that comprised 40 % of all users and to 'medium' users that comprised 45% of all users and to light users that comprise 15%.
The company also made a research on why consumers use mouthwash, and the results were that people use mouthwash because it is part of their basic hygiene, it gets rid of bad breath, it kills germs and many other reasons.
Also surveys were conducted of mouthwash user’s image of the major brands based on several attributes such as, reducing bad breath, killing germs, removing plaque and others. The results showed that Plax achieved a strong image on removing plaques and healthier teeth and gums, whereas scope scored a weaker image on those attributes.
In analyzing the Canadian mouthwash market share the data showed that Scope had the highest market share among all brands, but there was a big difference in the share held by Scope in food stores 42%, versus drug stores 27%.
Competitive data were also collected for advertising expenditures, and

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