In preparing for the strategic plan, Gwen Hearst reviewed the available information for the mouthwash market and Scope. As shown in Exhibit 2, in 1990, 75 percent of Canadian households used one or more mouthwash brands, and, on average, usage was three times per week for each adult household member. Company market research revealed that users could be segmented on frequency of us "heavy" users once per day or more) comprised 40 percent of all users,