• Research Paper on:
    Scope Mouthwash; Marketing Case Study

    Number of Pages: 6

     

    Summary of the research paper:

    This 6 page paper is a case study on Proctor and Gamble’s Scope Mouthwash sold in Candia and the US. The paper answers for questions. The paper examines the changes in the mouthwash market between 1997 – 2000 and the way it changes, then looks at the way the performance of Scope changes over the same period. The paper then outlines the different choices that Proctor and Gamble have is they want to increase the sales before making a final recommendation. The bibliography cites 5 sources.

    Name of Research Paper File: TS14_TEscope1.rtf

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    Unformatted Sample Text from the Research Paper:
    but in 1997 of 26% and then the rate has increased to 5%. The patterns of usage account for some of these increases, in 1997 the market penetration was 70%  this had increased to 75% by 2000. The usage patterns had also increased, in 1997 there was an average usage of 2.2 times a week, this had increased to 3  times a week by 2000. However, not all the market behaved in this way. The market is clearly segmented into the breath only mouthwashes and the breath and hygiene. The  breath only brand did not see growth at the same rate, in 1998 there was no growth in the market, in 1999 there was a 3% increase and by 2000  this increased to a 5% increase, so the growth has been more constrained that the breath and hygiene The products had also changed, with more choice. Stores own  brands had seen market share increase and were one form of increased competition, increasing from 16% of market share up to 18%. P{Lax was also introduced into the Canadian market,  this was a major change and challenge to the existing competitors with an aggressive marketing campaign that had a budget of nearly $4 million in marketing including trial samples, coupons  and other promotional activities, over a 3 three month period between 1998 and 1999. This saw an increased market share from 1% in 1998 to 10% in 1999, which remained  constant in 2000. Other changes also saw variants of products and changes to the offering to increase consumer choice, new flavors and more features, In 1998 Colgate launched Colgate  Fluoride Rinse. In line with other brand were variations had been brought out the sales increased and then decreased, this has also be the pattern with Listermint but with higher 

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