P&G Scope

10 Pages 2467 Words

pe is explicitly a market leader. The first to offer both effective protection against bad breath and a better taste, Scope could become a market leader within 10 years after its entrance to this market. As a market leader, Scope can respond to changes in the market more flexibly.
A lot of people using Scope believed that only Scope could give them the benefit of “Good Breath.” This was the important base to make Scope a market leader and also the most valuable asset Scope has.
By providing products of superior quality and value that best fulfill the needs of consumers, P&G could gain a good company image. It is especially important in retail industry. As a brand of P&G, Scope could take advantage of the P&G’s good image.
Weaknesses
- Weak drugstores’ channel
- Inefficient Advertising
Approximately 65% of all mouthwash sales went through drugstore, while 35% went through food stores. However, 42% of Scope sales were from food stores and 27% were from dru...