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 PondЎЇs(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 consumerЎЇs increasingly perceived confusion with MaxamЎЇs two similar flagship sub-brandЎЄMaxam 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.