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The mouthwash market of Canada between 1986 and 1990.
Member rating: No Rating | Words: | Submitted: Thu Mar 25 2004
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TABLE OF CONTENTS ANALYSIS OF MARKET......................................................................... PAGE 2 SWOT ANALYSIS.................................................................................. PAGE 3 SPECIFIC OBJECTIVES (SMART, SIMPLE ACTION ORIENTED)................ PAGE 4 STRATEGIES........................................................................................ PAGE 4 TACTICS IN SPECIFIC ACTIONS TO OBTAIN THE GOALS........................ PAGE 4 SUMMARY............................................................................................ PAGE 6 FINANCIAL (PROFIT, LOSS STATEMENT).............................................. PAGE 7 ANALYSIS OF MARKET The mouthwash market of Canada between 1986 and 1990 comprised of an assortment of extensively supported brands that fought tightly for their market shares. Segmented around 2 major benefits: Fresh breath and Killing germs, the brands growth busted an overall market expansion that reached the top in 1987 with the introduction of flavored mouthwashes. Since, the market still grows (currently sized at $68.6 million) but the brands share remain in relative terms constant- incremental sales are distributed according to the market shares of the existing brands. The Canadian mouthwash market during the last 5 years has tremendously increased and changed with the creation of additional consumer segments and product attributes. Scope, a P&G brand that provide bad breath protection and...
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