Scope Mouth Wash Case Study

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Date Submitted: 03/01/2013 02:21 PM

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Ho Yin Ray Chung

IBM 421

Midterm case analysis

1. First the mouthwash market have been growing an average of 3% in the past 12 years and after 1987 which they introduce a new flavors peppermint it grows to 26% with a 5% average growth rate per year. Listerine was leading the market, along with scope and various store brand they have added new flavors in 1987 which expanded the whole mouth wash market. This shows that in the early market of mouthwash, consumer are focus in the taste of the mouthwash which can give them a breath refreshment and good smell on breath. In 1988, they launched Colgate Fluoride rinse with the seal from the Canadian Dental Association which can fight cavities. This change only bring 2% share for Colgate which they were planning to discontinue that product line. This shows that the mouthwash market does not necessary focus on the cavities and people who use mouthwash have a different purpose. In 1988, Plax came up with a after brushing/ prebrushing rinse which help to loosen the plaque in the teeth for better brushing effectiveness. It become a successful product which brings up the issue that the consumer is looking for product that can remove plaque, give them healthier teeth and gums and kill germs. This market has becoming narrower into better taste and benefits for removing plaque for users.

2. SWOT Analysis.


1. Taste of scope claim to be better than other brands

2. Products distribute more than 140 countries.

3. Strong brand name and current market leader with highest market share.

4. Experience in oral hygiene industry since 1967

5. Good amount of marketing exposure


1. Do not have an unique advantage clearly stated versus the other brand. (Reduce plaque or kill germs)

2. Weak on developing new products, lack of product research.

3. Packaging and image are not as strong as other brand which lack of product awareness.

4. Not enough distribution channel to push the product to the market....