Onjus - Squeezed Out


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Case Details:

Price:

Case Code : BSTR011 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges

Themes

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

Abstract:

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.

Issues:

Brand Management

Contents:

  Page No.
Introduction 1
Background 2
Juicy Prospects 2
Oranges Turn Sour 3
Onjus is Squeezed 5
Will Onjus Make a Comeback? 6
Exhibits 7

Keywords:

Onjus, brand, orange juice, Enkay Texofood Ltd, hit, promotional strategies, company, MRTPC

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