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AFTER KAO ATTACK,
WHAT’S NEXT?
1.0 Case Introduction:
This case is about the introduction of a new brand of Kao Malaysia Sdn. Bhd. Kao Malaysia is a leading company having third position in the detergent industry of Malaysia with its most popular powder detergent “Kao Attack”. Presently, the company is enjoying a leading position in household detergent market of Malaysia, however, the company has only Kao Attack in the household detergent category and don’t has any product in the liquid detergent category. Rapidly changing consumer preferences and globalization are constantly putting pressures for re-positioning of the company image by introducing new products in laundry detergent industry. The company already has prepared a plan, after a considerable market research, to introduce a new liquid laundry detergent “Kao Attack Compact Liquid Detergent”. Top management wants a final decision, based on the information gathered by market research, by its marketing team on weather it should launch this new product or not.
Kao Malaysia was incorporated in Malaysia on March, 1973, as a subsidiary of Kao Corporation Japan, a market leader in Japanese household and personal care industry, with the introduction of a single product, Kao Feather Shampoo. It had since grown to be one of the most prominent manufacturers and marketers of a wide range of household and personal care products. The company has always been a pioneer in introducing new products in the market and wants to keep its image of first mover by introducing a new unique product in the detergent market.
Kao Malaysia was guided by the philosophy of producing products that contributed towards building a “clean, beautiful and healthy” society. Ex ...