This document provides information about the Canadian mouthwash market and Scope brand's declining market share. It details Scope's competitors including Listerine, Plax, private label brands, and new entrant Colgate Total. It discusses Listerine's increasing marketing activities and Scope management no longer allowing new investment in the brand. The objective is to develop focus group questions to finalize Scope's brand positioning statements and lead to breakthrough advertising. Example questions probe consumer perception of benefits, brand perception, positioning statements, and ad effectiveness.

1. Canada:
Developing Advertising Copy
Presented by Group 3
For
Integrated Marketing Communication

2. About Procter & Gamble
Based in Cincinnati, Ohio, USA since 1879
Established in Canada in 1815
Divisions:
Laundry and Cleaning products
Paper products
Health and Beauty Care products
Food & Beverages products

3. About the Canadian Mouthwash
Market
Slow growth rate- 2% over last five years
Traditionally, 2 main segments:
Refreshment
Therapeutic
A new segment emerging- Hybrid
Scope- targeting “refreshment” benefit segment

4. Continued…
Till 1965- only Listerine- “therapeutic” benefit
Then came Scope- “refreshment” benefit- took over
Listerine in 1975
In 1984- Scope’s market share peaked- 40%
Subsequently, it started declining- private label came
in- lower quality at lower price- for price-conscious
segment

5. Competitors
1. Listerine
Loyal following
Original flavor- therapeutic
New flavors- CoolMint, FreshBurst- therapeutic + better
taste- ads: “Rooster” + “Grandfather”
New ad- “Speak-Out”- targeted at younger audience
Growing market share- retained leadership
2. Plax
Therapeutic- “Equations” ad
Not considered major threat- inferior taste

6. Continued…
3. Private Label
Not supported by significant advertising campaigns-
lower price
Targeted at price-conscious customers
Not considered major threat- competitive pricing alone
is not enough to sustain rapid growth- will only draw
customers from price conscious segment

7. Scope’s Steps to Boost Sales
Introduces new flavors- Peppermint and Hint O’ Mint-
not enough
Needed breakthrough advertising to rebuild its
market share
“Personal Question”- functional benefit
“Honeymoon Suite”- emotional benefit

8. New Competitor: Colgate
Colgate “Total” Mouthwash
Heavy television advertising- “Bottle Fills” , “Dentist”
Trade promotion- coupons, flyers
But not considered major threat
Premium priced- “me too” product
Benefit not believable (12-hour refreshment)
Focus not clear- therapeutic, refreshment or hybrid

9. The Problem
New threat: Colgate
Listerine- increasing market share
Intense couponing activity
Price discounts in weekly flyers
Display activity
No more investment in the brand “Scope” was
allowed by management that fiscal year
Needed breakthrough advertising rather than
increase spending on existing advertisements

10. The Objective
Develop a set of questions to be used in the focus
groups that would probe Scope’s consumer behavior in
order to finalize brand positioning statements that
would lead to breakthrough advertising for Scope.

11. Questions
The group should focus on such issues as consumer
perception of product benefits, brand perception, brand
positioning statements and ad effectiveness.
Examples:
Why do you buy a mouthwash? (rate different criteria)
How does it improve your mouth condition?
When do you use it?
Where and at what price do you think it should be available?
What do you think about brand ‘Scope’?
What kind of advertisement would be affective?

12. Thank You!
Group 3 Members:
Shweta, Zacharia, Kern, Rachita, Swaroopa