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CASE: Procter and Gamble (P&G), Inc (Canada). Scope

CASE: Procter and Gamble (P&G), Inc (Canada). Scope



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Published by rizalstarz
Sorry guys maybe my English is not to good, but my main purpose uploading my works is to help those who need idea to do their assignment, its nothing more than that. So don't just copy it, but you may used it to generate and elaborate more points and idea. Tq for the comment.
Sorry guys maybe my English is not to good, but my main purpose uploading my works is to help those who need idea to do their assignment, its nothing more than that. So don't just copy it, but you may used it to generate and elaborate more points and idea. Tq for the comment.

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Published by: rizalstarz on Apr 17, 2008
Copyright:Attribution Non-commercial


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CASE: Procter and Gamble, Inc ( Canada).: Scope
The introduction of P&G Co.
Procter & Gamble Co. have large company markets around the world. There aremany brands name under P&G Co. and their products can be found in more than 140countries in the world. Scope brand of mouthwash product are one of them.Their purpose are to provide branded products and services of superior quality andvalue that improve the lives of the world's consumers for now and next generation. Fromthat, they can get reward from customer for leadership sales and leading brand name inmarket.It has 5 main operating division that organized by product category. They are Paper  product, Food& beverage, Beauty care, Health care and Laundry &cleaning.
The introduction of Scope
This mouthwash product has been around for well over hundred years. It has goodreputation as notable brand that kills the germs that cause the bad breath. It also can besuccessful although it not as old as Listerine product in mouthwash market.Scope products have serves same function like another mouthwash product but it has been proven to kill more germs. Otherwise it also well knows as bad breath remedy.Scope product are just not available in original mint flavor (green), but also in a citrus(orange), peppermint (blue), cinnamon (red) flavors & new Scope White. Its majocompetitor in mouthwash market is a Listerine brand.
Define Problems
From the case, there are two main problem that has be faced by Scope brand from Procter and Gamble Company.The first is a how is the way for P&G to develop a strategy that would ensure thecontinued profitability of scope in the face of these competitive threats? This mean that their old strategies are not suitable with the customer needs. The innovations from other brandcompetitors make their brand are decrease in customers satisfaction.The second is a how to maintain their profit and make sure the Scope brand is always be the 1st in mouthwash product ranking? This means that the Scope ranking is decreasefrom the first choice to second choice of customer. Listerine be the popular and the firstchoice of customers.
Two sets of decision factors must be enumerated in the decision-making process isalternative courses of action and uncertainties. Alternative courses of action are controllabledecision factors because the decision maker has complete command of them.Uncertainties are uncontrollable factors that the Protect & Gamble, Inc. cannot influence.For the alternative courses of action, Procter and Gamble, Inc. will provide product of superior quality and value that best fill the needs of consumer which is one of their procedureand strategy. So, Protect & Gamble, Inc. is one of the most successful consumer goodscompanies in the world. The company market its brand in more than 140 countries and hadnet earnings of $1.6 billion in 1990. In product test on Scope, Scope reduced plaque better than brushing alone because of antibacterial ingredients contained in Scope.Scope a green, mint-testing mouthwash, was positioned as a great-testing and mouth-refreshing brand that provided bad-breath protection. It was the first brand that offered botheffective protection against bad breath and a better taste than other mouthwashes. Protect &Gamble, Inc also launching a line extension because they believed it’s will maximizing profitability of the Scope’s brand. They also lowering it’s prices on Scope for attract theconsumer to buy Scope’s product.
The uncertainties are consumer perception of the brand images. Nonusers currentlydon’t buy mouthwash because they don’t believe they get bad breath and they believe that brushing their teeth is adequate. The product innovation from other competitors is one of thechallenges for Protect & Gamble, Inc like Listerine and Plax. Beside that the influence of theenvironmental factor such as now consumer more like use gums and mint for refreshing their  breath.
SWOT analysis
Scope was long experience in the oral hygiene industry since 1967.
The taste or flavor of Scope better than other mouthwashes.
High-quality product, quality processes and procedures.
Have a first rating in mouthwash market share.WEAKNESSES
 Not enough make a distribution channel.
Lack of canning or packaging.
Undifferentiated products or services with other competitor.OPPORTUNITIES
Brand which it concentrate for a healthy oral.
Move into new market segment that offer improves profit.A developing market such as in the Internet.
Place more distribution channel such as more drugstore and food storeTHREAT
Too many competitor in this industry.
Price wars with other competitor.
 Not patentable , competitor can attempt to duplicate a product

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