P&G Scope
Analysis of Current Situation
To begin with, an analysis about the current situation is conducted.
Market Situation
The Canadian mouthwash market was initially developed by the pioneering brand of Listerine. It dominated the market until the entry of Scope in 1967. Scope is a first brand that offered both effective protection against bad breath and a better taste than other mouthwashes. Starting from year 1976, Scope became the market leader in Canada. After that, several other brands came into the market and share the whole Canadian mouthwash market. Until 1988, Plax, a product of Pfizer Company, was launched and got an immediate success. This has caught many in the industry by surprise.
From 1986 to 1990, the whole mouthwash market is growing gradually. In 1987, it experienced a 26% increase and after that, the growth rate was kept in a level of 5 percent to 1990. ( See appendix I).
Among all the households in Canada, 30% are heavy users of mouthwash products, whose usage were once per day; 34% are medium users with 2 to 5 times a week; 11% are light users who use mouthwash less than once a week. Apart from
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