The Procter & Gamble Company is a household name. It is one of the thirteen largest companies in the world. Even with its size, this company has had their ups and downs. In 1997, P&G ran into an issue that was bestowed towards Rob Assimakopoulos (Assistant Brand Manager for Scope) and Krista Boone (Scope�s Brand Manager). With their uncertainty of their brand strategy, Rob and Krista decided to hold a focus group session to help discover their potential consumer insights. Evidence was not found pertaining to their research with secondary data. With the Scope brand that P&G had, it positioned itself as giving the benefit of providing fresh breathe to the user. Until the entry of private label products, Scope was confident that its line was good enough and did not need any altering. These private labeled products allowed the consumers to purchase a lower quality product at a lower price. I believe that P&G handled this part perfectly. Instead of giving in, P&G decided that it was more beneficial to stick with their original techniques, based on its quality and price premium st......

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