Shanghai Jahwa is the largest domestic-owned Chinese manufacturer of cosmetics and personal care products. In recent years it has been part of a rapidly growing market with a growth rate of 35% per year. This impressive growth rate was due to attract the entry of large multinational corporations, including Unilever, Procter & Gamble, Shiseido, Kao, and others. Target marketing in Shanghai Jahwa is to carve a viable and defensible market position in terms of competition from some of the most powerful global players in the industry. This case illustrates the management issues related to the successful brand of cream. The two main flagship products, Maxam Tremella Pearl Cream and Cream Maxam hand, evolved in different directions. Tremella Pearl Cream is still popular in the country and is considered a bastion of rural cosmetic use. Maxam Hand Cream, on the other hand, is primarily urban brand that meets the needs of urban women who want to soften their hands after they have been exposed to the cold and detergents. However, in urban areas, the brand's attractiveness as foreign competitors to roll out their international brands and products. The challenge is to renew Maxam brand without losing loyal customers cream Tremella Pearl. "Hide
by Niraj Dawar, Peter Yuan Source: Richard Ivey School of Business Foundation 18 pages. Publication Date: December 16, 1998. Prod. #: 98A026-PDF-ENG
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