P&G Case, Scope Essay

3308 words - 14 pages


Procter & Gamble, Inc.

As Gwen Hearst looked at the year-end report, she was pleased to see that Scope held a 32 percent share of the Canadian mouthwash market for 1990. She had been concerned about the inroads that Plax, a prebrushing rinse, had made in the market. Since its introduction in 1988, Plax had gained a 10 percent share of the product category and posed a threat to Scope. As brand manager, Hearst planned, developed, and directed the total marketing effort for Scope, Procter & Gamble's (P&G) brand in the mouthwash market. She was responsible for maximizing the market share, volume, and profitability ...view middle of the document...

Between 1987 and 1990, worldwide sales of P&G had increased by $8 billion and net earnings by $1.3 billion. P&G executives attributed the company's success to a variety of factors, including the ability to develop truly innovative products to meet consumers' needs. Exhibit 1 on page 252 contains the statement of purpose and strat-egy of the Canadian subsidiary.
P&G Canada has five operating divisions, organized by product category. The divisions, and some of the major brands, are:

1. Paper products: Royale, Pampers, Luvs, Attends, Always
2. Food and beverage: Duncan Hines, Crisco, Pringles, Sunny Delight
3. Beauty care: Head & Shoulders, Pantene, Pert, Vidal Sassoon, Clearasil, Clarion,
Cover Girl, Max Factor, Oil of Olay, Noxzcma, Secret

This case was prepared by Professors Gordon H. G. McDougall and Franklin Rantsoomair, of the Wilfrid laurier I niversin•. as a basis for class discussion and is not designed to illustrate effective or ineffective handling of an administrative situation. Used with permission.




A Statement of Purpose and Strategy: Procter & Gamble, Canada

We will provide products of superior quality and value that best fill the needs of consumers.
We will achieve that purpose through an organization and a working environment which attracts the finest people; fully develops and challenges our individual talents; encourages our free and spirited collaboration to drive the business ahead; and maintains the Company's historic principles of integrity and doing the right thing.
We will build a profitable business in Canada. We will apply P&G worldwide learning and resources to maximize our success rate. We will concentrate our resources on the most profitable categories and on unique, important Canadian market opportunities. We will also contribute to the development of outstanding people and innovative business ideas for worldwide company use.
We will reach our business goals and achieve optimum cost efficiencies through continuing innovation, strategic planning, and the continuous pursuit of excellence in everything we do.
We will continuously stay ahead of competition while aggressively defending our established prof-
itable businesses against major competitive challenges despite short-term profit consequences.
Through the successful pursuit of our commitment, we expect our brands to achieve leadership...

Other assignments on P&G Case, Scope

Mergers And Aquisitions Essay

1191 words - 5 pages Taylor Adams Dr. E. Montgomery BUS 508 Contemporary Business 02/14/2014 Mergers and Acquisitions When Proctor and Gamble acquired Gillette Products in 2005, Warren Buffet stated “This was a dream deal, this acquisition would create the greatest consumer products company in the world”. (Englishe, 2011) This is one reason why P&G chose to take on the major brand. Other than being known for their razors, Gillette’s products include

Jinsu Essay

286 words - 2 pages Benston, G. J. (2006). Fair-value accounting: A cautionary tale from Enron.Journal of Accounting and Public Policy, 25(4), 465-484 Baber, W.R., Fairfield, P.M., & Haggard, J.A. (1991). The effect of concern about reported income on discretionary spending decisions: The case of research and development. Accounting Review, 818-829.  Dechow, P. M., & Sloan, R. G. (1991). Executive incentives and the horizon problem: An empirical

Fourier Analysis Of Control System

5034 words - 21 pages contour given in Figure 5. Note that Z and P represent the numbers of zeros and poles, respectively, Of D(s) in the unstable part of the complex plane. At the same time, the zeros of D(s) are the closed-loop system poles, and the poles of D(s) are the open-loop system poles (closed-loop zeros). The above criterion can be slightly simplified if instead of plotting the Function D(s) = 1+G(s) H(s) , we plot only the function G(s) H(s) and count

Dyncorp International

423 words - 2 pages DynCorp International LLC 1. Case Name: Decision Matter of: DynCorp International LLC Citation: B-402349 (Comp. Gen), 2010 CPD P 59 (Comp. Gen), 2010 WL 893517 Date: March 15, 2010 2. Key Facts - On August 24, 2007, five indefinite-delivery/indefinite-quantity (ID/IQ) contracts were awards on the basis of full and open competition to Blackwater Lodge, Lockheed Martin Integrated systems, Northrop Grumman/TASC, Raytheon Technical

Art Appreaciation

1677 words - 7 pages ) df dx (p) df dx (p) = 0 and = 0 and = 0 and d2 f dx2 (p) d2 f dx2 (p) d2 f dx2 (p) > 0, then f (x) has a local minimum at x = p. < 0, then f (x) has a local maximum at x = p. = 0, then we learn no new information about the behavior of f (x) at x = p. For example, take g(x) = x3 − 9x2 + 15x − 7, and let us find the critical points of g(x) and if any of its critical points are local maxima or local minima. The derivative of g(x) is g


658 words - 3 pages commanding 50% market share Furthermore P&G learnt its innovation lessons from the Gillette Guard. They learnt to go deep Into the field to be immersed in the lives of poorer customers to understand their needs. P&G developed a product that genuinely addressed these needs – and seemingly better than any of its competitors The case highlights P&G’s global innovation strategy. The company did not develop this geocentric perspective of the market

Limpopo Teat Paper


Procter & Gamble Europe: Vizir Launch

2066 words - 9 pages position. That means of Vizir will not be launched soon, there will be a competitor’s similar brand be launched and dominate the market first. In this case, the effect that Vizir will have to Ariel is not the most important problem, which P&G should be considered. 5. CONSUMER ANALYSIS European detergent consumers have a slower life styles compare with American consumers. They do the laundry with a longer time cycle (around 90-minute cycle

Governing The Commons-The Evolutions Of Institutions For Collective Action

5562 words - 23 pages policy analysis of US Transportation case as described in ―A Systematic Approach to Institution Analysis‖. Figure 2: The process of ADICO classification 15 Crawford, Sue E.S. and Elinor Ostrom. 1995. “A Grammar of Institutions.” American Political Science Review. 89 (3): 582-600. 13 | P a g e Syntax Analysis of the Forest Rights Act We have taken the Forest Rights Act to analyze using the Syntax as suggested by E.Ostrom in the

Parle Ka Popat

1015 words - 5 pages Agro are two different companies now both have their own product mix Product Mix of Parle         Parle G Monaco Hide and seek Hide and Seek Bourbon Parle Marie Nimkin Golden Arc Top Sweets:Melody , Mango Bite, Chox, Kaccha Mango Bite, poppins, 2 in 1 Eclairs, Kismi Snacks:     Monaco Smart chips Parle Wafers Full toss Sixer Musst bites   Krack Jack Parle Actifit Digestive Marie Product Mix of Parle Agro

Ust Case

1000 words - 4 pages increasing anti-tobacco campaigns. UST had seven pending health related lawsuits at the end of 1998. Lawmakers were expected to continue to push for new laws to combat youth tobacco use, restrict tobacco advertising and empower FDA to regulate nicotine as a drug. These developments made the distant future of tobacco industry and UST unclear. 2. According to Exhibit 3 of the case, the current P/E ratio is 13.8 (i.e., P0/E0 = 13.8). Using the 20-year T

Similar Documents

Scope Case Essay

561 words - 3 pages against the other mouth washes. If Scope were not to try and match the level of Plax, they could be left behind as other brands could try to further develop their brands by extending their product to match what Plax can provide to purchasers. If you don’t move ahead quick enough, someone else could overshadow you. Unfortunately, the tests to have a rinse to use before brushing would have cost P&G $20,000 which could be more hurtful than helpful. PDD concluded that it would prove more beneficial to add plaque reduction claims to the Scope rinse rather than come up with an additional product.

How Has Marketing At P&G Changed?

286 words - 2 pages How has Marketing at P&G changed from the time of the scope case to now? First of all I just want to say thank you for the opportunity to meet and have lunch with Marc Pritchard. It was an amazing and educational experience. The food was pretty good too. Marketing at Proctor and Gamble has changed significantly since the time of the scope case. They are no longer dealing with what to do with a new product entering the market. Something

Risk Essay

373 words - 2 pages “Scope Changes” and Problems in the following light: a) Value for money b) Multiple projects handled by many different state, municipal bodies c) No Centralization d) Complexity in Co-ordination. e) Complexity in adherence to Compliance f) Lack of Scrutinizing Delivery Progress g) Lack of Central Information system h) Ms. Juliana Kilan from COPE party raises the issues of projects not taking of the ground. i) She

Rpd Problem Solution Paper

6503 words - 27 pages established and agreed to by the various groups involved, particularly the client (Gray & Larson, 2006, p. 103-105). Sometimes there is a need for reducing duration such as when projects get delayed and must be gotten back on schedule (p. 282). There are a variety of techniques to reduce the duration of a project that is running late such as “fast-tracking” (p. 285),”Critical Chain” (p. 285), Reducing Project Scope, or Compromise Quality (p