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 Proctor & Gamble Scope Canada
I’m working on a marketing Case Study and need a sample draft to help me understand better.

Discussion Plan for Proctor & Gamble Scope Canada: Up to six days of Discussion beginning April 13th.



Day 1:Student Preparation



  • Read Case thoroughly (12 pages with data)
  • Summarize the case in five (5) sentences
  • Make TYPED notes on changes in Canadian mouthwash market over past three years
  • Make TYPED notes on Scope and competitors’ pricing and market shares
  • TYPED evaluation of Scope’s performance during last 3 years (think carefully and justify your conclusions)

Requirements: MLA | Case Study | 2 pages, Double spaced

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Running head: CASE STUDY 1


Student’s Name





Case Study

Summary of the case

Procter & Gamble is among the prosperous companies dealing with consumer products in the globe. The Company’s Canadian branch known as Proctor & Gamble Scope Canada is a frontrunner in supplying packed goods in the in the market. The following is summary of case.

· The products of the Company are advertised in over 140 nations and had its net income stood at 1.6 billion dollars in 1990.

· Scope is the frontrunner mouthwash merchandise in the Canadian mouthwash industry.

· Plax is a mouthwash product that is airing danger to overtake scope as the frontrunner product in the market industry.

· The company dares the product manager to create a three-year marketing strategy with a motive of advancing the sales of scope.

· Plax’s pressure on overtaking Scope is caused by the added advantages it offers which include pre-brushing and fighting plague.


Three years before 1990, the Canadian mouthwash market had experienced some significant changes. For instance, there was introduction of new tastes in several major products like Scope and Listermint in 1987. The resultant change that occurred form the introduction of such flavors is increasing the Canadian mouthwash market to 26 percent. In 1988, another important change ensued in the Canadian mouthwash market where Listerine started marketing its brand by claiming to fight a plague and prevent exacerbated gums. In this period, Listerine received important marketing support for a reason of combating the menace bad breath. In the same year, a Canadian marketing Company by the name Strategic Brands convened a licensing treaty with Merrel Dow to advertise Cepacol. The contract helped Merrell Dow to make several distributions of Cepacol as the advertisements made its affordable prices made to people through promotions. Finally, Plax entered the industry in 1988. Plax dealt with pre brushing services and it was advertised to eradicate up to thrice more plague than brushing only.

Pricing and market shares

Scope had the highest market shares both in food stores and drug stores within the three revealed years. Scope, Cepacol, Listerine and Plax had the highest shares in the market. Their products entered the market through top wholesale stores like Price store and Costco store. Competitive data shows that Scope, Palx, and Listerine had the highest expenditures in making advertisements. Scope was the leading with $1700 followed by Listerine ($1600), Plax ($1200), Listermint ($330), and Capecol ($170).

Scopes performance

For the last three years (1987 to 1990), Scope as a brand had performed well in the Canadian mouthwash industry. It was the frontrunner in the industry all along owning an approximation of one-third of the entire market shares. Scope led in market shares both in Canada and in the United States of America. However, the introduction of Plax in conjunction with Cepacol’s expansion caused a threat to overtake Scope. As a result, there was need for Scope to do something about them to continue topping in the industry. Despite doing well in the industry, Scope’s market shares decreased between 1988 and 1990.