Proctor Gamble Case Analysis
Marketing Management
Case Analysis
Procter & Gamble, Inc.
Scope
Group AE1:
Abhinav Singh (14S601)
Anima Tapadiya (14S607)
Dushan Garg (14S616)
Niharika G (14S628)
Raviteja Palanki (14S636)
Prem Sharath (14804)
Procter & Gamble, Inc.
Scope
Proctor and Gamble is a leading consumer company in the world, operating in more than 140 countries. Their primary focus is on valuing customers by providing them with quality and branded products which adds values to customer needs. There are five operating divisions which are organized by the product category. These categories are named as
Paper Products
Food and Beverages
Beauty Care
Health Care
Laundry and cleaning
This case primarily focuses on the products under health care segment. P&G’s Scope is the product under consideration in this case analysis. Initially, Listerine was a dominant mouthwash before the entry of Scope. Listerine was positioned as a therapeutic germ killing mouthwash that eliminated bad breath. When Scope came into the market, it came up with refreshment benefits as well. Gradually, its market share peaked and it became the market leader in Canada in 1976. After that many pharmaceutical firms came up with refreshment and therapeutic mouthwashes. Subsequently, it lead to decrease in market share of Scope. Later, Plax was introduced in 1988 which differentiated itself from contemporary products in a way that it focused on plaque elimination and brought in a pre-brushing concept.
Key issue:
Since Scope is not operating in plaque-fighting segment, the key issue here is to develop a strategy for Procter and Gamble to enter this market segment and compete with Plax.
SWOT Analysis
Strengths
Scope was a well-established brand in the oral hygiene industry
Was known for its better taste and flavour as compared to other products.
Quality processes and procedures were well implemented.
Weakness
Packaging and canning processes were not well developed.
Distribution channels were not effective.
It is
Case Analysis
Procter & Gamble, Inc.
Scope
Group AE1:
Abhinav Singh (14S601)
Anima Tapadiya (14S607)
Dushan Garg (14S616)
Niharika G (14S628)
Raviteja Palanki (14S636)
Prem Sharath (14804)
Procter & Gamble, Inc.
Scope
Proctor and Gamble is a leading consumer company in the world, operating in more than 140 countries. Their primary focus is on valuing customers by providing them with quality and branded products which adds values to customer needs. There are five operating divisions which are organized by the product category. These categories are named as
Paper Products
Food and Beverages
Beauty Care
Health Care
Laundry and cleaning
This case primarily focuses on the products under health care segment. P&G’s Scope is the product under consideration in this case analysis. Initially, Listerine was a dominant mouthwash before the entry of Scope. Listerine was positioned as a therapeutic germ killing mouthwash that eliminated bad breath. When Scope came into the market, it came up with refreshment benefits as well. Gradually, its market share peaked and it became the market leader in Canada in 1976. After that many pharmaceutical firms came up with refreshment and therapeutic mouthwashes. Subsequently, it lead to decrease in market share of Scope. Later, Plax was introduced in 1988 which differentiated itself from contemporary products in a way that it focused on plaque elimination and brought in a pre-brushing concept.
Key issue:
Since Scope is not operating in plaque-fighting segment, the key issue here is to develop a strategy for Procter and Gamble to enter this market segment and compete with Plax.
SWOT Analysis
Strengths
Scope was a well-established brand in the oral hygiene industry
Was known for its better taste and flavour as compared to other products.
Quality processes and procedures were well implemented.
Weakness
Packaging and canning processes were not well developed.
Distribution channels were not effective.
It is