Onjus - Squeezed Out

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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.

Case Details:


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


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


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.


Brand Management


  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


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

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