PROCTER & GAMBLE , INCPresented by:

Ainah Binti Awang 2014670898Clifrich Chuck Johny 2014432538Najihah Binti Sapawi 2014848912

Prepared for:Asoc. Prof. Datuk Dr Worran Hj Kabul

Lecturer For Marketing Management (MKT750)

INTRODUCTIONCompany OverviewMost successful consumer goods companiesSold its brand over 140 countriesPurpose – “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

SCOPERepresent green, mint-tasting mouthwash – provides bad

breath protectionLeading the brand of the health care division of P&GMarket leader in 1976

COMPETITION POSITIONINGListerine – “germ-killing mouthwash that eliminates bad breath”Cepacol – positioning close to Listerine, germ-killing mouthwashListermint – 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”

PROBLEM STATEMENT

  NEW PRODUCT INNOVATE SCOPE

LIMITATIONS

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 decreaseP&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.

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.

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

MARKETING STRATEGY (4Ps)ProductDevelopment of new offering

Innovation & improvement of existing productsName & featureDifferentiate scope from competitor’s productVariety product size (trial pack size up to big bottle)

PricePricing strategy

Price adjustmentPrice (differentiate by product’s size)

PROMOTION

Printed media advertising and promotion

Celebrity endorsementBroad digital advertisingEngage in awareness programs at schools

Engage with Ministry of Health programs

10

Canadian Low Average Income

Ensure wider distribution channels

PLACE

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

Q & A SESSION