Essay on Proctor And Gamble Scope Case Analysis
1660 Words7 Pages
Procter & Gamble
Scope, a green mint tasting mouthwash, was positions as a great tasting mouth refreshing brand that provided bad breath protection. It is the first brand that offers both effective protection against bad breath and a better taste than other mouthwashes.
Scope was introduced in 1967 by Procter & gamble, which is one of the most successful companies in the world. P&G philosophy is to provide superior quality and value that best fills the needs of the consumers; it was recognized as a leader in the Canadian packaged good industry.
P&G Canada has five operating divisions, organized by product category. The divisions and some of their major brands are:
1- Paper products: Royale, Pampers
2- Food and…show more content…
In studying the current situation and preparing for a strategic plan, Gwen Hearst reviewed the available information for the mouthwash market and Scope.
Information and surveys showed that 75% of Canadian household use 1 or more mouthwash brands. The company’s market research revealed that users could be segmented to 'heavy' users that comprised 40 % of all users and to 'medium' users that comprised 45% of all users and to light users that comprise 15%.
The company also made a research on why consumers use mouthwash, and the results were that people use mouthwash because it is part of their basic hygiene, it gets rid of bad breath, it kills germs and many other reasons.
Also surveys were conducted of mouthwash user’s image of the major brands based on several attributes such as, reducing bad breath, killing germs, removing plaque and others. The results showed that Plax achieved a strong image on removing plaques and healthier teeth and gums, whereas scope scored a weaker image on those attributes.
In analyzing the Canadian mouthwash market share the data showed that Scope had the highest market share among all brands, but there was a big difference in the share held by Scope in food stores 42%, versus drug stores 27%.
Competitive data were also collected for advertising expenditures, and
Case Study: Procter and Gamble’s Business Strategy Essay examples
791 WordsSep 15th, 20124 Pages
Case Study Questions
(1) What is Procter & Gamble’s business strategy? What is the relationship of collaboration and innovation to that business strategy?
Procter & Gamble uses “distributed development” as part of their global model. This model allows for the adaptation in a set of tools and practices that fit an organization’s needs. This can range from project management procedures to specific chain of tools used by company’s development team. P&G shares the model for increased communications from all aspects of the company; from production to suppliers, to upper-management. By increasing interaction of its employees, informed decision making is fostered which can ultimately lead to P&G producing more quality goods.
(2) How is P&G…show more content…
Summary of Case Study: Procter and Gamble
Discovering early on, as Procter and Gamble (P&G) did in 2000 under the leadership of then CEO A.G. Lafley, that current methods of information handling and communication are ineffective can prove beneficial if the right blend of technology and leadership are woven into the fabric of the organization globally. When P&G realized that its current information handling processes were inefficient and dated, such as “gluing” together page-by-page experiments done by scientists, Lafley took the initiative to modernize the organization as a whole to allow for a more collaborative method of information sharing. According to then-Innovation Manager for P&G’s Global Business Services Joe Schueller, the biggest culprit in efficient information sharing was email. Senders were controlling the flow of information, causing those involved in the email to not have the distributed information available to them. Also, sharing of information such as presentations via email proved redundant as the same file was being sent out to multiple recipients. To allow for a more collaborative working environment globally, P&G elected to use Microsoft SharePoint. Although employees initially met with resistance to the idea, SharePoint allowed for a single-point of information sharing while combining a myriad of technologies such as email,