Three options exist to P&G: 1) status quo, do nothing. 2) reposition Scope with a “plaque-fighting” benefit, 3) introduce a new product as either: a) a line extension with the Scope name, or b) implement a fighter strategy, with a new name. 3. Analysis of the options Qualitative: If P&G decides to not do anything, they will remain the market leader and continue their operations of Scope in the mouthwash market. In doing so, P&G can maximize market share, volume, and profitability by focusing efforts…
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