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Nteroffice Memorandum

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Interoffice Memorandum

Date: March 1, 1991
From: Gwen Hearst, Brand Manager for Scope®
To: Brand Director of P&G
CC: CEO; Scope® Business Team
Subject: Recommendation for marketing plan of Scope®

Brand Director,
I have been reviewing the marketing data of Scope for the last few years and found that though Scope held a 32 percent share and kept the leader position of the Canadian mouthwash market for 1990, comparing to the previous data it revealed a decline tendency(Appendix I). In addition, Plax, a prebrushing rinse, had gained a 10 percent share of the product category and posed a threat to Scope.
Faced with the inroads from Plax, the business team of Scope put forward their suggestions on the marketing plan. Now I will lay out our recommendations on what differentiating attribute should be focused on and all the rationale behind them to compete with other brands in Canadian mouthwash market.
 Great-tasting and mouth-refreshing. For original Scope, I suggest that we keep focusing on “breathe refreshment and good tasting”. There are three main reasons. First, 40 percent of customers choose “it gets rid of bad breath” as their reason for using mouthwash, and Scope got a higher score in attribute of reducing bad breath comparing to other brands especially to Plax (Appendix II). On the other hand, though we can make a marketing improvement to add plaque-reduction claim to the future commercials, this may confuse current customers of Scope and that will be a huge strategic shift for the brand.
On the other hand, since Plax had achieved a strong image on the “removes plaque/healthier teeth and gums” as a pre-brushing rinse product, for the long-term market plan I think we should take line extension into consideration.
 Development of new offering- Scope II. Because of Scope’s outstanding performance in “good tasting and breath

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