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Procter & Gambler Inc. Scope

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Procter & Gambler Inc. Scope
Procter & Gamble, Inc.
Scope

LATAR BELAKANG Procter & Gamble (P&G) adalah sebuah perusahaan consumer goods yang paling sukses di dunia. Pada tahun 1990 P&G menghasilkan keuntungan sekitar $1.6 milyar, dimana Canada memberi kontribusi sebesar $1.4 milyar. Para eksekutif P&G telah memberikan attribut untuk kesuksesan perusahaan dengan beberapa faktor termasuk diantaranya adalah kemampuan untuk membangun produk yang benar-benar inovatif untuk memenuhi kebutuhan konsumen. P&G Canada mempunyai lima divisi operasi, yang dikelompokkan berdasarkan kategori produk. Divisi tersebut yaitu: 1. Paper Products: Royale, Pampers, Luvs, Attends, Always 2. Food & Beverages: Duncan Hines, Crisco, Pringles, Sunny Delight 3. Beauty care: Head & Shoulders, Pantene, Pert, Vidal Sassoon, Clearasil, Clarion, Cover Girl, Max Factor, Oil Of Olay, Noxzema, Secret 4. Health Care: Crest, Scope, Vicks, Pepto-Bismol, Metamucil 5. Laundry and Cleaning: Tide, Cheer, Bounce, Bold, Oxydol, Joy, Cascade, Comet, Mr. Clean Masing-masing divisi memiliki Brand Management, Sales, Finance, Product Development, dan Operation.

The Canadian Mouthwash Market Sampai dengan tahun 1987, market mouthwash tumbuh rata rata 3% per tahun selama 12 tahun. Pada tahun 1987, mengalami kenaikan 26% dengan adanya varian baru yaitu rasa pepermint. Sejak itu, rate pertumbuhan telah menurun ke level 5% di tahun 1990. Market mouthwash pertama kali dikembangkan oleh Warner-Lambert dengan brand pioner-nya yaitu Listerine, yang diposisikan sebagai mouthwash pembunuh kuman yang menghilangkan bau mulut, mendominasikan market sampai masuknya Scope ke pasaran pada tahun 1967. Scope adalah mouthwash hijau dengan rasa mint dan diposisikan sebagai penyegar mulut yang enak rasanya yang menyediakan pencegahan terjadinya bau mulut. Scope adalah brand pertama yang menawarkan pencegahan yang efektif melawan bau mulut yang juga mempunyai rasa yang lebih baik dibandingkan mouthwash lainnya.

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