Scope Case

Scope Case - Procter & Gamble Canada: Developing Scope...

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Developing Scope Advertising Case Darren Nussel MAR 4333 11/7/07
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PROBLEM: From the time Scope launched its product in 1965, it has been the market share leader. However, an increase in Listerine market share from January 1997 to May 1997 put Scope’s share trailing Listerine’s. In the year that it occurred, the team made a presentation for increased investment in the brand but had been told that there would be no more money spent on Scope for that year. When the team looked back at the refining the P&G’s Canadian Scope brand strategy, a few questions remained. Was targeting the “refreshment benefit” segment the right thing to do, or should they try to make inroads on the “hybrid benefit” segment? Another challenge was private label products that started to make inroads into the price-conscious segment. THE TEAM: Rob Assimakopoulos is a graduate of the University of Western Ontario in London, Canada with an MBA in 1995. He had been working with P&G for just
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Scope Case - Procter & Gamble Canada: Developing Scope...

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