how do you make it look like this again

need to get out or cover deep scratches out of my red plastic front mudguard

 

deep are going to be a pain, light scratechs can be sanded out a little then primed up with a filler primer and touched up with factory match paint.

deep gouges , well your going to have to sand and fill the fender with body filler, then sand it nice and flat and re-spray the whole fender again