Kayem Alfresco Sausage
She is responsible on how to increase the market share, volume and profitability of Scope Mouthwash. There is a need to develop a strategy to counter competition from traditional competitors such as Listerine and New entrant; Plax. Plax has apparently created a niche market for “plague fighting mouthwash”. It poses as a major threat to Scope, because in two years it has gained 10% of the market share despite the fact that the market growth rate has been declining. Scope brand has maintained a constant market share level with slight decline; however it still retains largest percentage of the market. The plague –reducing mouthwash market is only 10% and only Plax is the player. P&G is faced with the problem of deciding if it will pursue this new market and if it does what is the best strategy to follow. The brand manager has to decide on the following; Whether Scope should enter the new market or not If it decides to enter the market; will Scope reposition current product or introduce a new product. If the choice is to introduce a new product; will it launch a flanker brand or introduce a line extension. Enumerate the Decision Factors Adding a new claim is considered the most prevalent of the three course of action.