Essay on Procter and Gamble - Scope - Case Study

1555 Words Oct 18th, 2010 7 Pages
INTRODUCTION
The P&G community consists of nearly 98,000 people working in almost 80 countries worldwide. What began as a small, family-operated Soap and Candle Company now provides products and services of superior quality and value to consumers in 140 countries.
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 goods 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, Always
2- Food and beverage: Crisco,
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Gwen is concerned that with all the competitions such as Listerine following suit of Plax's new position for the product category of "Plaque fighter" in addition to fresh breath and killing germs, she must come up with a plan of action to counter the competition. She has to answer three questions: * Should Scope plan and execute a new Line Extension? Which means launching a new product positions close to Plax. * Should it add new claims to the present product? Add some ingredients to Scope which will enable it to fight plague and then reposition it as “plague fighting mouthwash.” * Or it should take no action. Look at other possible claims that could be made for better marketing of the existing product.
These alternatives will affect all aspects of the business in terms of financial achievement, personnel, and manufacturing resources.
Until the entry of Plax, Scope was confident that its line was good enough and did not need any altering. With the entry of Plax, a pre-mouthwash product, P&G felt that it needed to look into its product line and determine if they should expand into a new area that the business had not been in yet. Scope determined it had three options to choose from when it came to making a decision on what to do in the market. First, Scope could produce a line extension of Scope by adding new ingredients that included the addition of plaque control.

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