...Listerine Cool Mint mouthwash is manufactured by Pfizer which is located in New York City, New York. Listerine is composed of several different ingredients like water, alcohol and eucalyptol. Listerine’s most active ingredients include eucalyptol, menthol, methyl salicylate and thymol. Of course for Mrs. Jensen, I included 5 ingredients and some of the less active ingredients include water and alcohol. If any ingredients were left out, it wouldn’t leave our mouths minty and it wouldn’t have the same effect that makes us keep using it. Let’s take eucalyptol for an example. Listerine mouthwash makes up of 0.092% of this mixture. Eucalyptol is a liquid that has a 176.4 °C boiling point and 1.5 °C melting point. It is colorless and soluble in...
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...Scope was introduced in 1967 by Procter & Gamble, is a green mint tasting mouthwash, and was positions as a great tasting mouth refreshing brand that provided bad breath protection. Scope held 32% share of the Canadian market for 1990. In 1970 Scope became the market leader in Canada, with many competitors, such as Listerine 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 during that time. 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, and gained a 10% share since launched. 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 around a new benefit as a plaque fighter and claims Plax removes up to three times more plaque than just brushing alone. In studying the current situation and preparing for a strategic plan, Gwen Hearst reviewed the available information and surveys for the mouthwash market and Scope showed that 75% of Canadian household use 1 or more mouthwash brands. The company’s market research revealed that users could be segmented to “heavy” users that comprised 40% of all users and to “medium” users that comprised 45% of all...
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...CASE Procter & Gamble, Inc. Scope As Gwen Hearst looked at the year-end report, she was pleased to see that Scope held a 32 percent share of the Canadian mouthwash market for 1990. She had been concerned about the inroads that Plax, a prebrushing rinse, had made in the market. Since its introduction in 1988, Plax had gained a 10 percent share of the product category and posed a threat to Scope. As brand manager, Hearst planned, developed, and directed the total marketing effort for Scope, Procter & Gamble's (P&G) brand in the mouthwash market. She was responsible for maximizing the market share, volume, and profitability of the brand. Until the entry of Plax, brands in the mouthwash market were positioned around two major benefits: fresh breath and killing germs. Plax was positioned around a new benefit-as a "plaque fighter"-and indications were that other brands, such as Listerine, were going to promote this benefit. The challenge for Hearst was to develop a strategy that would ensure the continued profitability of Scope in the face of these competitive threats. Her specific task was to prepare a marketing plan for P&G's mouthwash business for the next three years. It was early February 1991, and she would be presenting the plan to senior management in March. ■ COMPANY BACKGROUND Based on a philosophy of providing products of superior quality and value...
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...Procter & Gamble Inc: Scope Scope was introduced in 1967 by Procter & Gamble, is a green mint tasting mouthwash,and was positions as a great tasting mouth refreshing brand that provided bad breathprotection. Scope held 32% share of the Canadian market for 1990. In 1970 Scope becamethe market leader in Canada, with many competitors, such as Listerine mouthwash that waslaunched by Warner Lambert in 1977 and it was a direct competitor to Scope, it had nearlythe same characteristics as Scope with a 12% of the market share during that time. But themajor competitor for Scope was Plax, a brand by Pfizer Inc, which was launched in Canadain 1988 on a platform quite different from the traditional mouthwashes, and gained a 10%share since launched. Plax detergents were supposed to help loosen plaque to makebrushing effective. Before the entry of Plax, brands in the mouth wash market werepositioned around two major benefits that are fresh breath and killing germs, whereas Plaxwas positioned around a new benefit as a plaque fighter and claims Plax removes up tothree times more plaque than just brushing alone.In studying the current situation and preparing for a strategic plan, Gwen Hearst reviewedthe available information and surveys for the mouthwash market and Scope showed that75% of Canadian household use 1 or more mouthwash brands. The company’s marketresearch revealed that users could be segmented to “heavy” users that comprised 40% of all users and to “medium” users that comprised...
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...TermPaperWarehouse.com - Free Term Papers, Essays and Research Documents The Research Paper Factory Join Search Browse Saved Papers Home Page » Business and Management Procter & Gamble, Scope Case Study In: Business and Management Procter & Gamble, Scope Case Study Case Study: Procter & Gamble, Inc. Scope Introduction Procter & Gamble (P&G), first introduced a great tasting mouthwash that was minty green and sure to fight off bad breath, called Scope in 1967. In 1990, Scope led the Canadian market share with 32%. However, since 1988 when Pfizer Inc. launched a new mouthwash called Plax, it became Scopes’ major competitor. Plax offered something different from the typical mouthwashes. Plax had the advantage over other brands because not only did it offer fresh breath and killing germs, but it was also a plaque fighter. Gwen Hearst, brand manager, is in charge of increasing market share, volume, and profits for Scope. Marketing Issues First, does Scope intend on introducing a new line extension by developing a product that strictly focuses on fighting plaque. This must be done in a way not to mistake the customer into thinking that there are additional claims to the original product. Second, add new claims to the already existing product. This would state something like “Scope not only gives fresh breath and kills germs, but it also fights plaque.” Or third, take no action but would need to focus on increasing...
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...Professor Pollack Marketing Strategies Scope Case This case has to do with the mouth rinse, Scope, at a time when there was fierce competition in the Canadian and American mouthwash industry. The introduction of Plax, a pre-brush rinse, was one of the most significant products that Proctor & Gamble faced. According to the case, in the past three years, the Canadian mouthwash industry faced quite a few changes. Market share data had revealed that there was a substantial difference in the share held by Scope in food stores. Wholesale clubs were accounting for a greater share of mouthwash sales in the industry. Also, total media spending of all brands in 1990 was $5 million, with Scope, Listerine, and Plax accounting for 90% of all advertising. It is evident that the amount of competition had increased by this time which drove each brand to increase its advertising efforts. Until 1987, the mouthwash market had grown an average of 3 percent per year for the past 12 years. Also, Listerine had not received the consumer product seal given by the Canadian Dental Association because the association was not convinces that a mouth rinse could be of therapeutic value. There has been a significant change in numbers over the past three years. A few other changes include the taste and credibility of the rinses themselves. In early 1987, favors were introduced by a number of brands including Scope. This greatly expanded the market although it did not significantly make an impact...
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...Case Study: Procter & Gamble, Inc. Scope Introduction Procter & Gamble (P&G), first introduced a great tasting mouthwash that was minty green and sure to fight off bad breath, called Scope in 1967. In 1990, Scope led the Canadian market share with 32%. However, since 1988 when Pfizer Inc. launched a new mouthwash called Plax, it became Scopes’ major competitor. Plax offered something different from the typical mouthwashes. Plax had the advantage over other brands because not only did it offer fresh breath and killing germs, but it was also a plaque fighter. Gwen Hearst, brand manager, is in charge of increasing market share, volume, and profits for Scope. Marketing Issues First, does Scope intend on introducing a new line extension by developing a product that strictly focuses on fighting plaque. This must be done in a way not to mistake the customer into thinking that there are additional claims to the original product. Second, add new claims to the already existing product. This would state something like “Scope not only gives fresh breath and kills germs, but it also fights plaque.” Or third, take no action but would need to focus on increasing advertising and promotion on what Scope already does, freshens breath and kills germs. Situation Analysis SWOT Analysis: Strengths *Since 1967, Scope has been in the health care, oral hygiene industry *Has a better taste than other mouthwashes *Excellent procedures and development with a high-quality...
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...Product strategies Colgate has been known to promote their products on a much more enhanced level compared to its contenders and this has been shown in their dedication and hard work since the early 19th century when they first advertised their soap and candle products on the New York newspaper. Similarly, the launch of the Optic White series by Colgate was no different. Optic White is widely regarded as one of Colgate’s greatest successes of the last ten years and the brand has extended into mouthwash, toothpaste and other oral care segments. The product has also received acclaim from media and analysts. The objective for the launch of this series back in 2011 was to position Optic White as a beauty product and the latest beauty must-have, away from therapeutic angles. The stylish sensation Fazura was selected as the brand ambassador for the product and just within one month saw it becoming Colgate’s leading selling product in Malaysia. Launching a new product is a critical moment as during that time period no one knows what to expect since it is being presented to the customer for the first time. To ease this situation what the current chairman Ian Cook did, was to establish strong relationships with the dental professionals which allowed them to produce the new product in a familiar and friendly environment. Brand loyalty is another reason why Optic White series was such a hit globally as since the past 75 years in Latin America and 50 years in Asia, Colgate has been the...
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...ail.comIntroduction * In year 200 the toothpaste market stood as huge as Rs. 2,200-crore by value * Colgate revitalized Cibaca which was acquired by Colgate in 1994 from Ciba Geigy as Colgate Cibaca in 2000 to act as a price flanker for the company * In no time Colgate Cibaca became the 4th largest selling brand in paste category by gaining whopping 50% market share * To add to the positives of Colgate Cibaca it became a brand to reckon with despite the absence of an intensive communication strategy and support. This shows the inherent strength in the offerings that Colgate Cibaca promises to offer to its consumers * The brand Colgate Cibaca was blessed to have been provided with an excellent platform comprising sales and distribution channels courtesy the company’s flagship brand Colgate Dental Cream * The falloutof the above strategy lies in the fact that Colgate Cibaca relied heavily on trade level activities and below the line strategies for its success The Task Our task is to provide a comprehensive communication strategy to take forward brand Colgate Cibaca without cannibalising mother brand Colgate. The strategy will cover the following * Target Audience * Consumer understanding * Positioning * Communication and creative strategy * Media strategy Target Audience We have decided to define our target audience using three tools or methods. Geographic Given the value bundle that Colgate Cibaca promises to offer, the maximum...
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...participants are mouthwash products users. * Environment: The focus groups interview should have comfortable environment, with circle seating to make participants engage in discussion. Tape recording needed. * Moderator: Our main moderator should be skillful in group discussions, and be capable of establishing permissive environment. Pre-determined questions and adequate background knowledge required. But main moderator should exercise mild unobtrusive control the pace. Assistant moderator is in charge of handles logistics and takes careful notes. * Rules: Rules should be told to participants. No right or wrong answers; One person speaking at a time; Turn off mobile phones; Participants should talk and listen to each other. Beginning: In the beginning the moderator should create a thoughtful, permissive atmosphere, make ground rules and set the pace of the discussion. The introduction part includes: 1. Welcome; 2. Overview of the topic; 3. Ground rules; 4. First questions. Example: Good afternoon and welcome to our discussion session. Thanks for taking the time to join us to talk about mouthwash product in Canada. My name is xxx. We are helping Scope team get some information from customers about your perceptions of mouth wash products. We want to know what you like, what you don’t like, and how our product might be improved. We are having discussion like this with several groups in Canada. You were invited because you have used mouthwash products. There...
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...CASE Procter & Gamble, Inc. Scope As Gwen Hearst looked at the year-end report, she was pleased to see that Scope held a 32 percent share of the Canadian mouthwash market for 1990. She had been concerned about the inroads that Plax, a prebrushing rinse, had made in the market. Since its introduction in 1988, Plax had gained a 10 percent share of the product category and posed a threat to Scope. As Brand Manager, Hearst planned, developed, and directed the total marketing effort for Scope, Procter & Gamble’s (P&G) brand in the mouthwash market. She was responsible for maximizing the market share, volume, and profitability of the brand. Until the entry of Plax, brands in the mouthwash market were positioned around two major benefits: fresh breath and killing germs. Plax was positioned around a new benefit—as a “plaque fighter”—and indications were that other brands, such as Listerine, were going to promote this benefit. The challenge for Hearst was to develop a strategy that would ensure the continued profitability of Scope in the face of these competitive threats. Her specific task was to prepare a marketing plan for P&G’s mouthwash business for the next three years. It was early February 1991, and she would be presenting the plan to senior management in March. ■ COMPANY BACKGROUND Based on a philosophy of providing products of superior quality and value that best fill the needs of consumers, Procter & Gamble is one of the most successful consumer goods companies in the world...
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...PROCTER AND GAMBLE. INC SCOPE ( MOUTH-WASH BRAND IN CANADA) Procter & Gamble is one of the most successful consumer goods companies in the world. There are many brand names found under the name of P&G INC . Scope, a mouth-wash brand, is a part of P&G. Scope was introduced as part of oral hygiene industry in the year 1967, in Canada. Scope had the highest market growth in Canada. 1. What significant changes have occurred in the Canadian mouthwash market in the past three years? The most important change occurred in the Canadian market in the past three years was the introduction of Plax , a pre-brush mouth-wash. Plax quickly gained 10% of mouth-wash market shares which in turn slightly reduced the market share value of Scope. Apart from that, following are the competitive changes that occurred in the Canadian mouth-wash market:- Listerine, which was marketed as a bad breath strategy, introduced the claim fight plaque and helping prevent the inflamed gums caused by plaque in 1988. Listermint downplayed fluoride and removed the seal from the Canadian Dental Association that they added in 1983. In early 1987, flavors were introduced by many brands including Scope, Listermint and Various store brands. This greatly expanded the market but did not affect the...
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...INTRODUCTION Oral care industry in India has evolved from being just a purview of local homemade beneficial powders to attractive, cost-effective and user friendly gels neatly packed in a tube which can be easily applied on a Tooth brush. The use of tooth paste in India can be traced back to the year 1975. Nowadays, people are much more aware of oral hygiene which has led to a phenomenal growth in the Oral care Industry. But still, rural penetration is quite low as people there are still comfortable with the conventional methods of oral care. Due to this low per capita consumption, rural markets offer great opportunities for penetration. Rising per capita income of people and increasing awareness through advertisements, print media, etc is increasing the demand for oral care products. This marks a sharp transition from use of tooth powders to the use of value added toothpastes like mouth washes, gels and teeth whitening products. Currently the size of global oral care market is about $30 billion. Out of this, India contributes 5% of the total market which estimates the Indian oral care market to be $1.5 billion. The Indian oral care market registered an annual growth of 13% during FY 13. On the other hand, the growth in global market was 3% during the same period. The major players in the Indian Oral care industry are: Colgate, Unilever, Dabur and GlaxoSmithKline (GSK). P&G is a new entrant with the launch of Oral B Pro-Health in July‘13 in the Indian market. According...
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...Message decision for Close up Close Up began as a revolutionary brand. It’s very first formula was the bright red, spicy cinnamon-flavoured gel. At a time when white toothpaste was indicative of good toothpaste, Close Up introduced the gel quality which slowly and steadily gained popularity and prominence worldwide. Close-Up toothpaste was different in other ways from its inception. It was also the first U.S. toothpaste to combine mouthwash and toothpaste into one product. Close-Up toothpaste debuted in 1967. From the beginning, Close-Up has been marketed with a sexual undertone. Advertisements for Close-Up gel toothpaste always included cuddling couples with bright white smiles. Today's Close-Up toothpaste advertisements promise to give you "the confidence to be playful during close encounters". In the earlier times, Close Up also focused on competing with the white toothpastes and therefore focused more on telling their consumers that their product has more of fluoride content, telling which makes the consumers think that the toothpaste has that essential component which is required for healthy teeth. As an extra, Close Up focused on making it a one for all toothpaste, so the commercials focused on telling them that the toothpaste can also function as a mouth wash which was something unique that they were offering over the other products. From the very onset, Close Up had focused on being a brand of toothpaste which has been responsible for the increased confidence...
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...INTRODUCTION Oral care industry in India has evolved from being just a purview of local homemade beneficial powders to attractive, cost-effective and user friendly gels neatly packed in a tube which can be easily applied on a Tooth brush. The use of tooth paste in India can be traced back to the year 1975. Nowadays, people are much more aware of oral hygiene which has led to a phenomenal growth in the Oral care Industry. But still, rural penetration is quite low as people there are still comfortable with the conventional methods of oral care. Due to this low per capita consumption, rural markets offer great opportunities for penetration. Rising per capita income of people and increasing awareness through advertisements, print media, etc is increasing the demand for oral care products. This marks a sharp transition from use of tooth powders to the use of value added toothpastes like mouth washes, gels and teeth whitening products. Currently the size of global oral care market is about $30 billion. Out of this, India contributes 5% of the total market which estimates the Indian oral care market to be $1.5 billion. The Indian oral care market registered an annual growth of 13% during FY 13. On the other hand, the growth in global market was 3% during the same period. The major players in the Indian Oral care industry are: Colgate, Unilever, Dabur and GlaxoSmithKline (GSK). P&G is a new entrant with the launch of Oral B Pro-Health in July‘13 in the Indian market. According...
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