Proctor and Gamble (Scope Case Analysis)

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Procter & Gamble
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 beverage: Crisco, Pringles ….
3- Beauty care: Head & Shoulders, Pantene ….
4- Laundry and cleaning: Tide, Cheer …
5- Health care: Crest, Scope ….
Each division has its own brand management, sales, finance, product development and operations line management and was evaluated as a profit center. Scope’s brand manager Gwen Hearst planned, developed, and directed the total marketing effort for Scope; she was responsible for maximizing the market share, volume, and profitability of the brand. However, in 1970 Scope became the market leader in Canada, but it was not the only brand in the mouthwash market, it had many competitors, such as Listermint mouthwash that was launched by Warner Lambert in 1977 and it was a direct competitor to Scope, it had nearly the same characteristics as Scope with a 12% of the market share. But the major competitor for Scope was Plax, a brand by Pfizer Inc, which was launched in Canada in 1988 on a platform quite different from the traditional mouthwashes. Plax detergents were supposed to help loosen plaque to make brushing effective. Before the entry of Plax, brands in the mouth wash market were positioned around two major benefits that are fresh breath and killing germs, whereas Plax was positioned...
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