Question
ANYONE PLEASE SOLVE THIS. I DONT HAVE MUCH TIME Jamuna groups Aromatic halal soap was almost stamped out by Unilevers Lux from the market, even
ANYONE PLEASE SOLVE THIS. I DONT HAVE MUCH TIME
Jamuna groups Aromatic halal soap was almost stamped out by Unilevers Lux from the market, even with allegations of Unilever using animal fat in their soaps against Jamuna using vegetable fat in Aromatic. Unilever was forced to import Lux from their other offshore plants and thus bled in their balance sheets. However, like any other brand parent, Unilever didnt budge from investing in the brand. Ultimately, Lux returned to public perception as a super brand, representing the ultimate commitment to quality and client solution building. Though deemed a winner, Jamuna eventually stopped investing in the Aromatic brand for the time being, which died prematurely. The entire company was sold to an Indian company at a throwaway price (www.dhakatribune.com) a. Do you think the Jamuna group was subjected to marketing myopia? Explain your rationale. Do you know any other company subjected to the same phenomenon? Explain how that organization revived/failed due to marketing myopia. (4 marks) b. Suppose you want to revive investment and bring back Aromatic Halal Soap as the product development manager of Jamuna. What will be your brand positioning strategies? (3 marks)
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