Proctor and Gamble is a leading consumer company in the world, operating in more than 140 countries. Their primary focus is on valuing customers by providing them with quality and branded products which adds values to customer needs. There are five operating divisions which are organized by the product category. These categories are named as • Paper Products • Food and Beverages • Beauty Care • Health Care • Laundry and cleaning This case primarily focuses on the products under health care segment. P&G’s Scope is the product under consideration in this case analysis. Initially, Listerine was a dominant mouthwash before the entry of Scope. Listerine was positioned as a therapeutic germ killing mouthwash that eliminated bad breath. When Scope came into the market, it came up with refreshment benefits as well. Gradually, its market share peaked and it became the market leader in Canada in 1976. After that many pharmaceutical firms came up with refreshment and therapeutic mouthwashes. Subsequently, it lead to decrease in market share of Scope. Later, Plax was introduced in 1988 which differentiated itself from contemporary products in a way that it focused on plaque elimination and brought in a pre-brushing concept. Key issue: Since Scope is not operating in plaque-fighting segment, the key issue here is to develop a strategy for Procter and Gamble to enter this market segment and compete with Plax. SWOT Analysis Strengths • Scope was a well-established brand in the oral