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This spectacular growth rate has attracted and been fuelled by the entry of major multinationals, including major Pond??s(Unilever), Procter & Gamble, Shiseido, Kao, and other minor players. The marketing challenge for Shanghai Jahwa is to carve out viable and profitable positions in the marketplace, in the face of competition from some of the most powerful global players in the industry, and target consumer??s increasingly perceived confusion with Maxam??s two similar flagship sub-brand??Maxam Tremella Pearl Cream and Maxam Hand Cream. The situation illustrates in the case is actually a marketing (brand management) issues with respect to extending a once successful brand of Chinese personal care products named into the shower cream product category...
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Common topics in this essay:
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