Onjus - Squeezed Out


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Case Details:

Case Code : BSTR011
Case Length : 9 Pages
Period : 1997 - 2001
Organization : Enkay Texofood Ltd
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Food, Beverages and Tobacco

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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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EXCERPTS Contd...

Will Onjus Make a Comeback?

Goyal planned to re-launch Onjus in mid-2001. He said, "We are getting ready to roll out the brands in the next two months.

Nothing has really changed and nobody has been able to make a dent in the market while we have been away. Consumers like our taste and will always come back to it." However, analysts felt that the chances of Onjus making a comeback were slim.

Almost 200 people working on the brand had quit, and it would be difficult for the company to get the right people to market the brand. Analysts also felt that it would take a lot for the brand to pull itself out of the financial crisis before it hoped to stage a re-entry. Meanwhile, competition had heightened in this category. PepsiCo's Tropicana, launched in mid-1998, was very successful and had garnered a 35% market share by 2001...

Exhibits

Exhibit I: The Fruit Beverages Market
Exhibit II: Cross Comparison of Major Players in the Fruit Beverage Market

  

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