The production objectives of the company are to continue producing great-tasting mouthwash in the next 3 years, achieve greater efficiencies and operational excellence, and provide consumers now and for generations to come with superior quality and value products.
The finance objectives are to have a 20% increase in revenue in the next 3 years, maintain market dominance, and gain more profit for the organization.
The marketing objectives include continuing research to improve Scope's ability to reduce plaque better than Flax. Scope is advertised as not only a "breath refreshment and good tasting" mouthwash, but also as a mouthwash that fights plaque as well.
The marketing mix includes a product strategy focused on serving customers with bad-breath protection and a great aftertaste. The slogan for Scope is "Scope fights bad breath. Don't let the good taste fool you". Sc
...ope offers flavors such as Orlando mint (green), Peppermint, Cinnamon, and Citrus.
Price penetration strategy is defined as a company offering a low price for a product compared to its competitors.
The case study shows that Scope implemented a strategy of setting their prices lower than competitors, particularly in food stores compared to drug stores. This was done to attract more consumers and gain an edge over competitors. Scope also prioritizes distributing their products in various channels, such as supermarket and drugstores, where 65 percent of mouthwash sales occur, while food stores account for the remaining 35 percent. Additionally, they distribute their products to wholesale clubs like Price Club and Cost to further strengthen their market share. In terms of communication strategy, Scope focuses on advertising, with an emphasis on their slogan "Scope fights bad breath. Don't let the good tast
fool you" in television advertisements. They also offer free samples of their products as part of their communication strategy. Overall, Scope's effective implementation of pricing, distribution, and communication strategies has positioned them as the leader in market share.In order to effectively market their new product and persuade consumers to make a purchase, Scope employs a strategy that involves allowing consumers to sample the products beforehand. This approach not only enables Scope to boost sales but also helps them maintain their position as industry leaders.
- Sales Promotion essays
- Advertising campaign essays
- Advertisement essays
- Advertising essays
- Anheuser-busch essays
- Audience Theory essays
- Brand essays
- Brands essays
- Competitor Analysis essays
- Consumer essays
- Detergent essays
- Marketing Management essays
- Marketing Mix essays
- Marketing Plan essays
- Marketing Research essays
- Marketing Strategy essays
- New Product Development essays
- Point Of Sale essays
- Price essays
- Procurement essays
- Product essays
- Product Differentiation essays
- Product Placement essays
- Promotion essays
- Promotion And Marketing Communications essays
- Research Design essays
- Retailing essays
- Trademark essays
- Accounting essays
- Andrew Carnegie essays
- Automation essays
- Business Cycle essays
- Business Intelligence essays
- Business Model essays
- Business Operations essays
- Business Software essays
- Cooperation essays
- Cooperative essays
- Corporate Social Responsibility essays
- Corporation essays
- Customer Relationship Management essays
- Family Business essays
- Franchising essays
- Harvard Business School essays
- Harvard university essays
- Human Resource Management essays
- Infrastructure essays
- Inventory essays
- Logistics essays
- Management essays
