Issue : Scope Lack of Product Differentiation

1. PROCTER & GAMBLE , INC
Presented by:
Ainah Binti Awang 2014670898
Clifrich Chuck Johny 2014432538
Najihah Binti Sapawi 2014848912
Prepared for:
Asoc. Prof. Datuk Dr Worran Hj Kabul
Lecturer For Marketing Management (MKT750)

2. INTRODUCTION
Company Overview
Most successful consumer goods companies
Sold its brand over 140 countries
Purpose – “to provide branded products of superior quality and
value that improve the lives of the world’s customers for now &
next generations”
Operates in five operating division :
- Paper products
- Food and beverages
- Beauty care
- Health care
- Laundry and Cleaning

3. SCOPE
Represent green, mint-tasting mouthwash – provides bad
breath protection
Leading the brand of the health care division of P&G
Market leader in 1976

4. COMPETITION POSITIONING
Listerine – “germ-killing mouthwash that eliminates bad breath”
Cepacol – positioning close to Listerine, germ-killing mouthwash
Listermint – positioned as direct competitor to Scope (“good tasting
mouthwash that fights bad breath)
Colgate – “it fights cavities and has a mild taste that encourage
children to rinse longer and more often”
Plax – “rinsing with Plax, than brushing alone, removes up to three
times more plaque than just brushing alone”

5. PROBLEM STATEMENT
NEW PRODUCT INNOVATE SCOPE
LI
M
IT
A
TI
O
N
S
 High Production Cost – Capital cost,
marketing cost, delivery cost,
Ingredient cost & packaging cost)
 Long period of time to see the result as
P&G needs to convinced people to use
the product
 Required effective strategy
management as to introduce people to
use the product.
 New Image – Reduce customer retention
 Product recognition – sales might be
decreased as hard to create two images
for Scope
Plax entered Canada and gained 10% market share within one year.
As a result, sales of Scope decrease
P&G need to come a new marketing plan to create customer
retention and attract Canadian.
The idea is either to produce new product or innovate Scope.

6. ISSUE
 Lack of product differentiation
Therefore Scope has to find the best
actions to capitalize on the emerging
markets to ensure sustainable competitive
advantage and to continue being the
market leader of mouthwash in canada.

7. Strength Weaknesses
• Experienced in oral hygiene industry
• Expert and well experienced
• First rating in mouthwash market share.
• Well known brand
• Flavor taste better than other brand
• High quality product
• Gain customer loyalty
• One of the highest ads expenditures – 35
numbers of weeks on air.
• Distribution channel do not well
developed.
• Undifferentiated products and services
with other competitor
• Less product benefits compare to
competitors
• Absence of readily available product
options.
Opportunities Threats
• Brand for healthy oral
• Loyal customer
• moving into new market that offer
improved profit
• internet as developing market
• More distribution channel to create
• Big population in UK and Canada
• Consumer awareness on health importance
• Competitor rapid growing in market share
• price wars
• Product duplication
• Lack information on competitor products
• Regulations
• not strongly recommended by doctors and
dentists
• High cost material
SWOT ANALYSIS

8. MARKETING STRATEGY (4Ps)
Product
Development of new offering
Innovation & improvement of existing products
Name & feature
Differentiate scope from competitor’s product
Variety product size (trial pack size up to big bottle)
Price
Pricing strategy
Price adjustment
Price (differentiate by product’s size)

9. PROMOTION
Printed media
advertising and
promotion
Celebrity
endorsement
Broad digital
advertising
Engage in
awareness
programs at schools
Engage with Ministry
of Health programs

10. 10
Canadian Low Average Income
Ensure wider distribution channels
PLACE

11. 11
 Option that seems fits well
 Since P&G has traditionally launched
products that focus on unmet customer
needs, and the company also has the
leverage of a well-known brand, loyal
customers and solid company portfolio.
CONCLUSION

12. 12
Q & A SESSION