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Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
11 / 2886 |
Essay's paper body
The Tremella Pearl Cream is still popular in rural areas and is considered a mainstay of rural cosmetic use. The Maxam Hand Cream, on the other hand, is primarily an urban brand, which meets the need of urban women looking to soften their hands after they have been exposed to the cold and to detergents...
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However, in urban areas the brand is losing its appeal as foreign competitors roll out their international brands and products. The challenge is to renew the Maxam brand without losing the loyal customers of Tremella Pearl Cream.
Market position
Since its inception in 1981, Shanghai Jahwa spent little on marketing and promotion of Maxam brand, but under a central planned economy, Maxam brand achieved a very successful leadership position in domestic market, by 1991 Maxam held a market share of near 10 per cent, but until Maxam brand was repatriated to Shanghai Jahwa in 1994, its market share slides to 0...
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