Preview

Case Study on Shanghai Jahwa

Satisfactory Essays
Open Document
Open Document
287 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Case Study on Shanghai Jahwa
Shanghai Jahwa, established as early as in 1898, is the largest domestically owned (joint held by shanghai Industrial Investment group and Shanghai Jahwa corporation) Chinese manufacturer of cosmetics and personal care products. In recent years, it has been part of a booming market with annual growth rates of more than 30 per cen. This spectacular growth rate has attracted and been fuelled by the entry of major multinationals, including major Pond¡¯s(Unilever), Procter & Gamble, Shiseido, Kao, and other minor players. The marketing challenge for Shanghai Jahwa is to carve out viable and profitable positions in the marketplace, in the face of competition from some of the most powerful global players in the industry, and target consumer¡¯s increasingly perceived confusion with Maxam¡¯s two similar flagship sub-brand¡ªMaxam Tremella Pearl Cream and Maxam Hand Cream. The situation illustrates in the case is actually a marketing (brand management) issues with respect to extending a once successful brand of Chinese personal care products named into the shower cream product category. Unilever, P&G already have established competitive high end products on the market under its well-known Luxury brand. In addition, other international players are entering in the market. Competition is heating up, and if the company cannot come up with branding strategy for dealing with the more and more confusing brand of Maxam, it could cost the company a sharp decrease or even being swept out in market. In sum, taking into account of market position, brand extension, pricing and competitive pressures, the company has to consider a repositioning strategy for Maxam brand. Though sale revenue increase, facing a even flat profit margin, the company also requires to improve its contribution ratio of brand

You May Also Find These Documents Helpful

  • Good Essays

    Case Study Snapple

    • 952 Words
    • 4 Pages

    Snapple Corporation was established way back to 1972 in Brooklyn, New York when brothers-in-law, Leonard Marsh and Hyman Golden, left their window-washing business and teamed up with Marsh’s childhood friend and health food store owner Arnold Greenberg to sell pure fruit juice as the “Unadulterated Food Products Co.”…

    • 952 Words
    • 4 Pages
    Good Essays
  • Good Essays

    BMF consulting has evaluated the structure of Global Household Brands, in order to give recommendations for possible growth and stability for the future of the company. In this analysis, I have gathered information regarding financial statements, internal and external factors in Global Household Brands competitive structure, and strategic priorities in order for the company to grow in the household product industry.…

    • 1668 Words
    • 7 Pages
    Good Essays
  • Best Essays

    Over the past long period, products and brands continue proliferate. A good analysis and understanding of brand value and market segmentation is more essential than ever. Based on the theory of brand, product, market segmentation and target, a new product will be developed in the market to improve company’s performance and make profit. The information generated from this report is used for strategic planning, resource allocation and tactical marketing.…

    • 2372 Words
    • 10 Pages
    Best Essays
  • Powerful Essays

    Pg Japan

    • 1454 Words
    • 6 Pages

    Description: Organization 2005, a reorganization that places strategic emphasis on product innovation rather than geographic expansion and shifts power from local subsidiary to global business management. In the context of these changes introduced by Durk Jager, P&G’s new CEO, Paolo de Cesare is transferred to Japan, where he takes over the recently turned-around beauty care business. Within the familiar Max Factor portfolio he inherits is SK-II, a fast-growing, highly profitable skin care product developed in Japan. Priced at over $100 a bottle, this is not a typical P&G product, but its successful introduction in Taiwan and Hong Kong has de Cesare thinking the brand has global potential. As the case closes, he is questioning whether he should take a proposal to the beauty care global business unit to expand into Mainland China and/or Traces changes in P&G’s international strategy and structure, culminating in Europe.…

    • 1454 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    This case is about ‘strategic positioning’ decision dilemma of a newly developed technologically advanced product. The product manager Randall of Paramount Health and Beauty Company- a Global player in health and beauty industry is faced with an intriguing question of how to best position the new product so as to have a right market fit. There are several factors which would play an important role in the making the right decision like cannibalization effect on the company’s current product line, rapid technological advancement in the non disposable razor industry, marketing mix, budget constraints and market competition. However, making the right decision is not the only issue here, coming up with the right brand name followed by the right execution of the marketing strategy are also the essential components of the decision dilemma.…

    • 1832 Words
    • 8 Pages
    Powerful Essays
  • Good Essays

    Branding of Mac Cosmetic

    • 542 Words
    • 3 Pages

    Today, the cosmetic industry is a very innovative and competitive industry where product innovation and brand image is the key to success. One of the world’s cosmetics leading brands nowadays is M•A•C, standing for Makeup Art Cosmetics. The purpose of this essay is to present M.A.C’s branding strategies and it differentiation to the competitors.…

    • 542 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Info

    • 1021 Words
    • 5 Pages

    A key aspect of managing brand equity is the proper branding strategy. This case deals with the major strategic branding decision faced by Best Buy International, a division of Best Buy Inc. (Best Buy), the largest retailer of consumer electronics (CE) in the United States. The company had acquired a majority stake in Jiangsu Five Star Appliances (Five Star), the third-largest retailer of appliances and consumer electronics in China and is weighing in on a branding option. The company is in situation where it is facing a dilemma whether its dual branding strategy that worked well in Canada will work in the vastly different retail environment of China.…

    • 1021 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Rebuilding Brand Strategy

    • 21109 Words
    • 85 Pages

    I understand that the thesis/dissertation may be available electronically to a variety of individuals and institutions via the World Wide Web, including automated search agents.…

    • 21109 Words
    • 85 Pages
    Powerful Essays
  • Satisfactory Essays

    MERER

    • 352 Words
    • 2 Pages

    Rebuilding Brand Strategy Rebuilding the Brand Strategy of L’Oreal for Men in Mainland China Chao Li Dissertation 17 October, 2008 Declaration Student Agreement: Premium 21109 Words 85 Pages…

    • 352 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Brand Analysis Lufthansa

    • 5756 Words
    • 34 Pages

    Fall 2014 Brand Management - Lufthansa Tongji University Shanghai Marketing in China – 2040168 Ioannis Assiouras Patrick Layer – patrick.layer@gmail.com – 88069 Tettnang Germany Table of Contents 1. Overview ............................................................................................................................ 3 a) Passenger Transportation ............................................................................................. 3 b) Logistics .......................................................................................................................... 4 c) MRO-Services ................................................................................................................ 4 d) Catering .......................................................................................................................... 4 e) IT Service ........................................................................................................................ 4 2. Brand history .....................................................................................................................…

    • 5756 Words
    • 34 Pages
    Powerful Essays
  • Best Essays

    Lvmh Marketing Case

    • 6963 Words
    • 28 Pages

    1. Company SWOT……………………………………………………………………7 2. SWOT per sector……………………………………………………………………9 3. Key Success Factors for LVMH………………………………………………..….13 4. Competitors……………………………………………………………………..…14…

    • 6963 Words
    • 28 Pages
    Best Essays
  • Powerful Essays

    Wezwez

    • 1080 Words
    • 5 Pages

    Throughout the semester, it is intended that participants witness several methods of learning, to enhance the ability and knowledge about the topic in hand. These methods are ranging from in class lecturing, case study discussions, simulation activities, and moreover hands-on application through research, planning, and proposing a relevant marketing plan to the syllables selected. Please read through carefully the below mentioned for your own convenience regarding the group project which will account for 20% of your final grade.…

    • 1080 Words
    • 5 Pages
    Powerful Essays
  • Better Essays

    Top 100 brands

    • 908 Words
    • 4 Pages

    Firms like Apple and others shape the bar for what a digital experience for any consumer to be. Collaborations and acquisitions also help Apple grow both as a brand and value. Burberry’s collaboration with Apple for taking images for its catwalk with the latest iphone.…

    • 908 Words
    • 4 Pages
    Better Essays
  • Best Essays

    This report refers to an evaluation and recommendations on the current market situation of L’Oreal Paris. A brief introduction of the background of L’Oreal Paris and the product category which L’Oreal Paris exists will be also explained in this report. It includes the general idea of cosmetic industry. Furthermore, this report also indicates the macro and micro environment and major competitors. The most significant factors in macro environment are economic, cultural and demographic forces. In this case, it will be also providing the reason and some evidence that explain how these factors are affecting L’Oreal Paris. Otherwise, for, micro environment, this report only discuss between customer and competitors. Next, there is a significant evaluation of the product analyse with reference to the type of products, the three level of products, the branding strategies, and what types of packing and labelling that L’Oreal Paris provided. In addition, a complete analysis of target segment and how current product influence buyer behaviour and meet difference needs and wants. Later on, L’Oreal Paris needs to consider and build the marketing mix to attract more consumers. It includes a brief evaluation of the price, place, promotion and products. Some recommendations associated with several aspects are also provided at the end of this report. The sources of information were collected from academic journals and text book as secondary data.…

    • 4310 Words
    • 18 Pages
    Best Essays
  • Good Essays

    Mistine

    • 1426 Words
    • 5 Pages

    Mistine is poised for success in its attempt to continue as Thailand’s front runner in the direct-selling cosmetics industry. Being number one in a small group of competitors is a precarious, but beneficial position. As leader, Mistine will continue to be in control of its own destiny. The current levels of market share and growth are theirs to lose. Their quality commitment and customer satisfaction guarantee make them a rival for any competition. It’s interesting to note that this level of “value-for-money” is a core aspect of Mistine’s corporate culture, and has been since the beginning. With a 70 percent brand recognition rating, Mistine is on its way to even greater dominance in the Thai market.…

    • 1426 Words
    • 5 Pages
    Good Essays