Marketing Strategy of Procter and Gamble Term Paper - 1

Marketing Strategy of Procter and Gamble - Term Paper Example From this paper it is clear that other basic problems include but are not restricted to what appropriate marketing strategy to adopt—should Scope be positioned as a â€Å"better tasting pre-brushing dental rinse† against its previous recognitions as a â€Å"better tasting and breath freshener† manufacturing issue concerning how to produce product that will match the standardizations required by As the discussion stresses Canadian Health Protection Branch, The Canadian Dental Association and Saccharin/Cyclamate Sweeteners requirements; finding alternatives to funding the marketing of Scope since the product has so far received its highest finances in years, and that funding another line of product might be helpful to reduce cost competitively; recognizing the significance of spending more on advertising another line of product to shore up customers’ interest in Scope; and discovering the best approach as far as Procter and Gamble’s operations and purchasing are concerned. The cause of this important analysis of Procter and Gamble’s operations in Canada is based on the fact that other rivals in the same niche of health care product like Plax, Colgate, Listerine, Listermint and Cepacol which brandish their comparative quality of pre-brushing rinse has captured the market from Scope. This is because these other products offer consumers the opportunity to fi ght their plaque—â€Å"which is the soft, sticky film that coats teeth hours after brushing them†. The Canadian Mouthwash Market Shares below justifies the fact that Plax has made significant gain against Scope, having started with a mere 1% of the market share in 1988 to commanding an appreciable 10% of the same market in 1990.