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Procter & Gamble, Inc. Scope I. Introduction Procter & Gamble manufactures and sells paper products, food and beverage, beauty care, health care, laundry and cleaning. In 1990, the company markets its brands in more than 140 countries and had net earnings of $1.6 billion. The Canadian subsidiary contributed $1.4 billion in sales and $100 million in net earnings in 1990. The mouthwash market was initially developed by Warner-Lambert with its pioneer brand Listerine. Positioned as a therapeutic germ-killing mouthwash that eliminated bad breath, it governed the market until the entry of Scope in 1967. Scope, a green, mint-tasting, was positioned as a great-tasting, mouth-refreshing brand that provided bad-breath protection. It was the first brand that offered both effective protection against bad breath and a better taste than other mouthwashes. Gwen Hearst, Brand Manager for Scope, was in charge of maximizing the market share, volume, and profitability of the brand. In 1990,...

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