Scope Case

Market penetration strategy dictates that an organization seeks to gain greater dominance in a market in which it already has an offering. Scope would like to have good information on customer needs. They understand that there are 75% of Canadian household used one or more mouthwash brand. They would like to maintain their existing product in the existing market because Scope had gain the highest Canadian mouthwash market share among the competitors like Listerine, Cepacol, Colgate oral rinse, Plax and so on in year 1990s. Most of the consumer would choose Scope is because it provided bad-breath protection and it is better taste than other mouthwashes. Hence, there have a lot of opportunities to increase the Canadian mouthwash market share for Scope in the coming years.

In addition, Scope had implemented some lower pricing strategies, advertising and sales promotion. These marketing activities also can increase the present buyers’ usage and attract buyers of competing offerings. For example, Scope had launched the marketing campaign and doing the promotion such as give the product samples to the customers, mailed couponing and in-store promotion. The redemption rates for 10% to 15% also will be given to the customer who are purchasing Scope product. Besides, Scope will give the samples product to the customer in order to let the customer test their product and it might increase more Scope loyalty customers.

Apart from that, Scope also increase distribution channel such as more drug store and food store because most of the mouthwash sales went through drugstores which is approximately 65 percent. All of these might attempts to increase the market share result in aggressive retaliatory actions by competitors. It also would ensure the continued profitability of Scope in the face of competitive threats.

Hence, Scope can continue to use this existing strategy in their future because it might help Scope gain more sales volume and market share in