Ariel Egypt: From Market Penetration to Fierce Competition

Ariel Egypt: From Market Penetration to Fierce Competition

Ahmed Tolba (American University in Cairo, Egypt)
DOI: 10.4018/978-1-60960-583-4.ch013
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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.

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