Ariel Egypt: From Market Penetration ti Fierce Competition
Ahmed Tolba:
Soap and Detergent
June 2011
The case discusses the dilemma that arises at P&G Egypt when the market of the Ariel Hand Wash detergent reached maturity and is going into decline. The fierce competition and the growing market of the automatic detergents negatively affected the sales of Ariel Hand Wash. Being positioned as “The Brand of the People,” P&G needs to resolve this dilemma while maintaining the overall portfolio of the company. The case discusses the product life cycle of Ariel Hand Wash, which is shifting into being a cash cow instead of a star.
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