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KCC
Ariel Egypt: From Market Penetration to Fierce Competition

Author(s): Ahmed Tolba
Industry: Soap and Detergent
Publication Date: 2,011
Business Area: Marketing
For The Full Case:Please contact kcc@aucegypt.edu


Abstract

This case study examines the past and present challenges facing Ariel, a long-time market leader in the detergent sector in Egypt whose market share has started to slip. In particular, it examines the marketing strategies and performance of Ariel High Suds, which is witnessing a declining market share as well as a decline in the overall high-suds market due to fierce competition and the growing low-suds market in Egypt.