Marketing Plan for Proctor and Gamble, Inc. The best option for Proctor and Gamble, Inc.: Scope’s reaction to the introduction of Plax is to reintroduce Scope to the market with plaque protection.
Strengths:
* Better value to customers * Prevent consumers from leaving Scope for Plax * No cannibalization * Minimal confusion * Reinforces brand * Higher profits/margins * Will have a competitive advantage with having a better tasting product * Existing Shelf space so they do not have to try and get additional shelf space
Weaknesses:
* Increased risk * Potential damage to Scope Brand * Might not attract Plax customers
Segment Sought:
By the addition of plaque protection, scope will become a medical product. This will allow Scope to capture not only their current market, but also additional customers from the medical market.
Pricing:
With the additional benefits of plaque protection, the consumers will see a minimal price increase in order to cover Scope’s added expense to the manufacturing process. The new price would be at least $32.43 to cover costs, but the suggested price would be $35.00
Promotion:
Promotions will have to be run in order to alert the public of the changes to the public. The promotion budget will have to be increased in order to allow for promotions scope will have for the product.
Distribution:
Distribution channels will not have to change because it is a modification of a existing product, however