Procter and Gamble- Scope
...t, Cepacol, and Colgate. Gwen Hearst, Brand Manager for the scope division for P&G realizes that P&G is facing trouble and holds little to no market share in the category for mouthwash for the betterment of oral hygiene. This problem has arisen due to Scopes Canadian competitor Plax being introduced to the market in 1988. Once introduced, Plax began posing a threat to Scope because it quickly gained 10% of the market share for mouthwash. An issue that P&G faces is whether or not to add a new product name or use Scopes current name but just modify customers perceptions of what Scope benefits are to the customer. In order to help P&G with this modification, they need to focus on offering promotional coupons to customers that are interested in bettering their oral hygiene in order to gain customer loyalty and the market share back that they once had. Since studies have shown that Plax, doesn’t actually help eliminate the build up of tarter 3 times more than brushing ...