Abstract

The case focuses on the short-lived success of the Onjus brand of orange juice from Enkay Texofood Ltd. Onjus was an instant hit thanks to the promotional strategies of the company. Meanwhile, the company faced various problems arising from the MRTPC inquiry, the FIs and the loss-making textile-division. These problems resulted in the shut down of its businesses, and the subsequent decline in popularity of the Onjus brand.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Brand management
• branding strategies.

Keywords

Onjus, brand, orange juice, Enkay Texofood Ltd, hit, promotional strategies, company, MRTPC