Case Study

Because of this there is the threat that Scope would be left with a large share of a segment that focused only on “breath” and there is a chance that this market will decline. Whether Scope would choose for a line extension, they should develop a new product, which will compete with the mouthwashes form their competitors. So they should develop a product which focuses on other benefits, rather than a good breath.

Advantages

- Opportunity to compete directly with the different mouthwashes of competitors.

- Opportunity to increasing market share.

- Competitors commanded a higher price per litre, so a new rinse could be a profitable option.

Disadvantages

- Difficult to create more benefits for a new product than other products have, which could impact the image and credibility of P&G.

- A product test of $20,000 would be required.

- A marketing campaign to promote the new product would be required.

Doing nothing and looking at claims other than breath

Another solution is “doing nothing”, or differently said not introducing a new product, but continuing with their current Scope assortment. But on the other hand if Scope should choose for this solution, they should still change a part of their strategy. Apart from being only a “breath refreshment” mouthwash, they should look at other claims. They could for example add plaque-reduction claims to existing Scope products.

Advantages

- No high expenditures and costs.

- It is better to protect the business P&G is already in.

Disadvantages

- Adding reassurances to a product often takes time before the consumer accepts the idea and acts on it.

- Current customers could be confused if plaque or any “non-breath” claims are added, and they could lose market share if this occurred.

4P analysis

Product

Scope was first introduced by P&G in 1966 after years of research and development. The Scope processing and ultra-filtration system produces its sparkling, clear appearance. Scope mouthwash kills millions of bad-breath bacteria and keeps the mouth feeling clean and refreshed. Currently they are offering 5 kinds of mouthwashes in Canada; Scope Mouthwash (Original Mint), Scope Outlast Mouthwash (Long Lasting Mint), Scope Outlast Mouthwash (Long Lasting Peppermint), Scope Duel-Blast Mouthwash (Fresh Mint Blast) and Scope White Mouthwash (Mint Splash).

These