Scope Case - Procter Gamble Canada Developing Scope...

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Procter & Gamble Canada: Developing Scope Advertising Case Darren Nussel MAR 4333 11/7/07
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
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 over two years. Rob was an Assistant Brand Manager with his assignment to the
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern