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Compact case
Case
-
Reference no. 9A98A024
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University); Peter Yuan (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1998
Version: 1998-10-27
Length: 5 pages
Data source: Field research
Topics: Brand positioning; Brand extension; Marketing defense strategies; Competing with multinationals
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Abstract

Shanghai Jahwa is the largest domestically-owned Chinese manufacturer of cosmetics and personal care products. The (A) case, 9A98A023, illustrates management issues with respect to extending a very successful brand of Chinese eau-de-toilette named into the shower cream product category. This case provides an update of the market; specifically, the new competitive situation faced by Jahwa in the shower cream market in 1996. There is a Simplified Chinese version available ''9A98AC24''. There is a Traditional Chinese version available ''9A98AT24''.
Location:
China
Industry:
Chemicals and allied products
Size:
Medium
Teaching note
-
Reference no. 8A98A23
Subject category: Marketing
Authors: Niraj Dawar (INSEAD); Peter Yuan (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1998
Version: 1999-06-03
Length: 5 pages
Data source: Field research
View full details
Case
-
Reference no. 9A98AC23
Simplified Chinese language
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University); Peter Yuan (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1998
Version: 1998-10-26
Length: 14 pages
Data source: Field research
Topics: Marketing defense strategies; Competing with multinationals; Brand positioning; Brand extension
View full details
Compact case
Case
-
Reference no. 9A98AC24
Simplified Chinese language
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University); Peter Yuan (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1998
Version: 1998-10-27
Length: 5 pages
Data source: Field research
Topics: Brand positioning; Brand extension; Marketing defense strategies; Competing with multinationals
View full details
Case
-
Reference no. 9A98AT23
Traditional Chinese language
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University); Peter Yuan (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1998
Version: 1998-10-26
Length: 14 pages
Data source: Field research
Topics: Competing with multinationals; Brand positioning; Brand extension; Marketing defense strategies
View full details
Compact case
Case
-
Reference no. 9A98AT24
Traditional Chinese language
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University); Peter Yuan (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1998
Version: 1998-10-27
Length: 5 pages
Data source: Published sources
Topics: Brand extension; Marketing defense strategies; Competing with multinationals; Brand positioning
View full details

About

Abstract

Shanghai Jahwa is the largest domestically-owned Chinese manufacturer of cosmetics and personal care products. The (A) case, 9A98A023, illustrates management issues with respect to extending a very successful brand of Chinese eau-de-toilette named into the shower cream product category. This case provides an update of the market; specifically, the new competitive situation faced by Jahwa in the shower cream market in 1996. There is a Simplified Chinese version available ''9A98AC24''. There is a Traditional Chinese version available ''9A98AT24''.

Settings

Location:
China
Industry:
Chemicals and allied products
Size:
Medium

Related

Teaching note
-
Reference no. 8A98A23
Subject category: Marketing
Authors: Niraj Dawar (INSEAD); Peter Yuan (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1998
Version: 1999-06-03
Length: 5 pages
Data source: Field research
View full details
Case
-
Reference no. 9A98AC23
Simplified Chinese language
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University); Peter Yuan (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1998
Version: 1998-10-26
Length: 14 pages
Data source: Field research
Topics: Marketing defense strategies; Competing with multinationals; Brand positioning; Brand extension
View full details
Compact case
Case
-
Reference no. 9A98AC24
Simplified Chinese language
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University); Peter Yuan (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1998
Version: 1998-10-27
Length: 5 pages
Data source: Field research
Topics: Brand positioning; Brand extension; Marketing defense strategies; Competing with multinationals
View full details
Case
-
Reference no. 9A98AT23
Traditional Chinese language
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University); Peter Yuan (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1998
Version: 1998-10-26
Length: 14 pages
Data source: Field research
Topics: Competing with multinationals; Brand positioning; Brand extension; Marketing defense strategies
View full details
Compact case
Case
-
Reference no. 9A98AT24
Traditional Chinese language
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University); Peter Yuan (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1998
Version: 1998-10-27
Length: 5 pages
Data source: Published sources
Topics: Brand extension; Marketing defense strategies; Competing with multinationals; Brand positioning
View full details