Procter & Gamble Case Study

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1.0 INTRODUCTION | Procter & Gamble (P&G), first introduced a great tasting mouthwash that was minty green, called Scope in 1967. P&G positioning it’s product as a great tasting and mouth refreshing brand which provides bad-breath protection. P&G has become the market leader in Canada in 1976. In 1998 Plax was launched with different platform and caught immediate success by capturing a stable market share and together with Listerine they became the | major competitors to Scope. 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. Hearst, a Procter & Gamble’s Brand Manager responsible to maximize the market share, volume and profitability of Scope, P&G brand in the mouthwash market. She needs to prepare a marketing strategy plans for P&G’s mouthwash (Scope) that would ensure the continued profitability in the face of the competitive threats. 2.0 PROBLEM DEFINITION The Canadian mouthwash market is expanding at a rate of 5% per year and plaque-fighting segment consists 10% of this market. Plax is the only player in this segment as if now. The key issue is how P&G should provide the products of superior quality and value that would ensure the company’s continued profitability in the face of the competitive threats? From the issue, we can summarize it as follows: * Objective: To develop truly innovative products to meet consumers’ needs. * Success measure: To achieve leadership share and profit positions. * Constraints: Major competitive challenges and company’s limited financial position. 3.0 ENUMERATE THE DECISIONS FACTORS Two sets of decision factors must be enumerated in the decision-making process. It is alternative courses

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