Onjus - Squeezed Out
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(Case Code: BSTR011) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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BSTR011 |
For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges
ThemesBrand Management |
| Case Length |
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9 Pages |
| Period |
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1997 - 2001 |
| Pub. Date |
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2002 |
| Teaching Note |
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Available |
| Organization |
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Enkay Texofood Ltd |
| Industry |
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Food, Beverages and Tobacco |
| Countries |
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India |
Abstract:
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The case focuses on the short-lived success of the Onjus brand of orange juice from Enkay Texofood Ltd.
Onjus was an instant hit thanks to the promotional strategies of the company. Meanwhile, the company faced various problems arising from the MRTPC inquiry, the FIs and the loss-making textile-division.
These problems resulted in the shut down of its businesses, and the subsequent decline in popularity of the Onjus brand.
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Issues:
» Brand Management
Contents:
Keywords:
Onjus, brand, orange juice, Enkay Texofood Ltd, hit, promotional strategies, company, MRTPC
Onjus - Squeezed Out
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