Case Name :      Shanghai Jahwa: Liushen Shower Cream (A)

Authors :           Niraj Dawar, Peter Yuan

Source :             Ivey Publishing

Case ID :            98A023

Discipline :        Marketing

Case Length :    16 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Shanghai Jahwa is the largest domestically-owned Chinese manufacturer of cosmetics and personal care products. In recent years, it has been part of a booming market with growth rates of 35% a year. This spectacular growth rate has attracted and been fuelled by the entry of major multinationals, including Unilever, Procter & Gamble, Shiseido, Kao, and others. The marketing challenge for Shanghai Jahwa is to carve out viable and defensible positions in the marketplace in the face of competition from some of the most powerful global players in the industry. This case illustrates management issues with respect to extending a very successful brand of Chinese eau-de-toilette into the shower cream product category. Unilever already has a strong and established shower cream on the market under its well-known Lux brand. In addition, other international players are entering the market. The case calls for the development of a brand strategy, taking into consideration market position, brand extension, and competitive issues.