Colgate's Listeriton: A Case Study Of Gwen Hearst

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Introduction:
P&G has always introduced products focused on catering to the unmet expectations of the masses with superior quality products. Keeping the same belief Scope was introduced in the market when it was dominated by Pfizer’s Listerine. Listerine was promoted as a therapeutic, germ killing mouthwash that eliminates bad breath while Scope entered the market as green, minty, great tasting and refreshing mouthwash. It was the first to give better taste and protection against bad breath. Scope enjoyed a good 32% market share in Canada.
The problem posed here is a threat being faced with the introduction of Colgate’s Plax. Plax was introduced as a niche product – a Pre-brushing plaque fighting liquid. Until then the products majorly were categorised with two benefits – fresh breath and killing germs.
With this entry into the market in 1988, Plax had acquired 10% of the share and is growing and thus posed a need to revive Scope which is the direct competitor, in a way that it not only holds on to its current market but also raises it’s volume share at the same time.
This responsibility was entrusted upon Gwen Hearst, the brand manager of Scope in P&G.
The options in front of Hearst are - to either position Scope in a line extension against Plax or to introduce a new product completely. And of course the option of doing nothing at all exists.
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Scope must use the ‘not good tasting’ perception of Plax to its advantage in advertisements. Also the company can get the new qualities of Scope tested by well-known dentists to add the ‘Doctor Recommended’ factor to the product since it impacts many users. Hearst could also take into consideration Scope’s market share in the United States where the market leader is still Listerine and a close competition exists between the two. Here is another region for

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