Name: Gnesis Melo

Global Marketing
Procter & Gamble, Inc.
Case: Scope
Questionnaire:

1. What significant changes have occurred in the Canadian mouthwash market in the
past three years?
The Canadian market was experiencing different situations between the most important
we have:

Supported brands that fought tightly for their market shares and were segmented
by two aspects fresh breath and killing germs. The brands growth and market
has expansion in 1987 with the introduction of flavored mouthwash, but in this
direction they understood that is not all. They have to increase their sales
according to the market share of the existing brands.

The Canadian mouthwash had a growth intensive creating new products with
different attributes. Scope added to his original product flavor innovating before
Listerine that alone was a simple mouthwash. Plax was competing in a different
segment which are directed one a pre brushing rinse to fight against the dental

plaque. These aspects hereinafter would turn into a threat for Scope.
During the 80s the market grew in 26 %.
At the end of 1990 the penetration of the market was 75 % with an average of
every adult the product was using three times per week. With 40 corresponding

% to the heavy users, 45 % average users and 15 % occasional users

The route of market of the mouthwashes they were walking for 65 % in the
drugstores, foods clubs and wholesale clubs 35 %. Mouth they were walking for
65 % in the drugstores, foods clubs and wholesale clubs 35 %.

2. How would you evaluate the performance of scope over the past three years?

Name: Gnesis Melo

In the last three years Scope one has supported in a constant growth in spite of the high
competition that it has on the market being positioned as leader of mouthwashes in
Canada by a market share of 32 % by the ends of 1990.
With a strong skill of retaining clients and a high investment in advertising followed by
Listerine and Plax. With relation to the price I understand that his strategy centers on low
prices on the drugstores and an ordinary price in food stores-wholesalers whereas Plax
takes a price Premium as Listerine and Colgate.
3. What are the pros and cons of the options available for scope?
Pros:

Competitive Advantage based on quality for (great tasting and bad breath reducing).
Customer Loyalty.
Leader in the market.
This Scope focused as a cosmetic product what allows him to do advertising more opened.

Cons:

Scope is not recommended by dentists.

Its not positioned like germ-fighting/plaque reducing.

Departing from these points to pros and cons about Scope it faces an important decision to
taking to discover how the loyalty of the brand to support the good flavor of the product
maximizing the market share and with a stage of maturity in his life cycle besides the
increasing competition that has taken parts of his market share and they have managed to be
positioned in points that Scope could not have controlled.

4. Prepare a marketing plan for the forthcoming year?

Marketing Plan for Scope
Executive Summary
The market of mouthwash in Canada this one segmented by different factors: fresh breath and
good flavor .Scope is the leader in rinsing on the market. It is a part of the portfolio of Procter &

Name: Gnesis Melo

Gamble products and nowadays it seeks to maximize the market share to increase the volume of
sales and profitability of the brand to be able to expand the life cycle.
Situation Analysis
The market of mouthwash was developed by Listerine which in his moment dominate the industry
and there was called the killer of germen that was eliminating the evil I breathe. Hereinafter P &G
introduced the product Scope who turned into the leader of the market. Listerine is a direct
competitor of Scope and possesses 12 % of market share but Scope's rival maximum is Plax
thrown by the company Pfizer.
Swot Analysis
Strengths

Scope is leading on the market with a quota of participation of 32 %.

Competitive Advantage based on quality.
Pleasing flavor and eliminator of the Bad breathe.
Top of sale in drugstores food stores and wholesale.
Considered Product of the area of cosmetics what allows him to realize more opened
advertising.

Weaknesses

Scope is not recommended by dentist.

Weak Brand image
Attributes of the product have not been communicated correctly since it fights against
the germens and against the plate.

Opportunities

Extension of line.
Increment of use Scope.
Positioning focused in strategy of prices
Increase of the profitability

Threats

Costs extra to the price if P& G decides to compete against Plax in the " health
related"

Name: Gnesis Melo

Mature Market
Corporate image (if the new product does not expire with the requirements of the

market).
Direct Competitors (Plax).

Objectives

To increase the sales in 5 % of Scope in the different channels in the next 3 years.
To increase Scope's market share to 50 % in the next 3 years.

Strategies

Repositioning of the product adding value to the attributes of the same one that have

not been exploited on the market.

To introduce improvements and innovations in the packaging.
Advertising actions that they contemplate to a star of the artistic way to associate the

brand.
To realize promotions that highlight the attributes of the product.
To support prices in an intermediate line.

Tactics

To throw a new image of the product showing the attributes as powerful

elimindaor of germs and plate.

To re-formulate the packaging of product to do it more new.
To support low costs of manufacture.
Actions of merchandising in the different channels of sale.

Target Market
Women and Men that they like to take care his mouth hygiene and who look for a
cleanliness deep some kind of that a mouthwashes a treatment for his teeth.
Marketing Mix
Product

Name: Gnesis Melo

Scope is a mouthwash that belongs to the portfolio of products of P&G, relies on
different sizes to adapt to the market.
Price
To achieve the aim of price it is necessary to to place scope to a competitive price of 11
$.
Promotion
To realize promotional negotiations tasting the product in Sachets and the point of sale
and advertising negotiations that highlight the attributes of the product and leaders of
opinion.
Distribution
To increase the network of drugstores food stores and wholesales

Controls
Action plans were implemented to follow closely the habits of consumption and the
achievement of the aims of monthly form. This marketing plan will be revised at the end of
every fiscal year of the company during the next three years.