NORTH SOUTH UNIVERSITY
Case Study
Failure Story of Jui Extra Virgin Coconut Oil
Submitted to
Dr. Muhammad SabbirRahman
BUS 620
Sec: 02
Submitted by
Name
ID
Md. TasfiqulAlam
1735061060
Md. Asif Arafat Rahman
1825031060
Srayashi Paul
1725112060
FatemaTuzZohora
1725074660
Submission Date
04th September, 2018
Failure story of Jui Extra Virgin Coconut Oil:
Square Toiletries Ltd. is one of the largest and leading companies in Bangladesh with a turnover
of USD 75 million. The company is marketing 20 brands in different segments like health and
hygiene, oral care, hair care, fabric care etc. Major brands of the company are Jui, Chaka,
Senora, Magic, Meril baby. Square is also exporting its finished products to13 countries- UAE,
Germany, UK, Australia, Malaysia etc.
Jui was launched in Bangladesh in 1988. In the early Bangladesh people, if anyone asked about
hair oil Jui (tin container)would be the sensation in the mind of customer. Jui hair oil has been
the market leader even 10-12 years back. Firstly, it comes up with 2 varieties of hair care: Jui
hair care oil and Jui extra virgin coconut oil. Jui Coconut oil has become a standard for hair care
to Bangladeshi women. As per Bangladeshi culture and tradition, women like to have healthy,
soft, long and shiny hair to fulfill the need of their perfection.
As mentioned above, Jui has two kinds of oil. We are working on extra virgin coconut oil
as its sales have been decreasing in last couple of years. The reason behind this is that they focus
less to increase the method of sales. Like, Jui has poor promotional activities. Media com is the
advertising agency of Square group and also does promotional activities of Jui. They came up
with emotional and romantic ads but now the advertisement is only on YouTube. Jui is also
giving ads on billboard. They gave the last TV ads in 2008. So village people might miss the
promotional activity because of the lacking of internet. Another reason is very ordinary
packaging. Jui came up with an ordinary packaging as they had no competitor but in 1999 when
parachute came to the market; its packaging was too good. Everyone liked the blue plastic bottle
as it was attractive. There are also some other coconut oil like Cute coconut oil, Nutiva coconut
oil, Nihar organic coconut oil. The price of different brands is given below:
Brand Name
Price
Parachute
100 ml- 65t
350ml- 200tk
Jui
200ml- 120tk
350ml- 200tk
Biotic natural coconut hair oil
200ml- 130tk
Nihar Coconut oil
200ml- 190tk
Here, we see into the table that Jui and parachute have the same price in the market. Biotic and
Nihar have over priced as they are foreign brand. Parachute is also a multinational brand but it
kept its price to the equal of Jui. As the village people in Bangladesh are poor, so they preferred
non-branded coconut oil than branded coconut oil. They can save 20-30 taka by purchasing nonbranded oil. Jui is trying to establish itself to the mind of customer that it is chemical and bleach
free. It is trying to send the message that it is 100% natural oil but due to its competitors Jui
coconut oil’s sales are decreasing day by day. Now it holds only 2% share. But once a time its
share was 100%.
Jui is endorsed by Mithila (actress), Tahsan (actor) and Kaniz Almas Khan (Beauty Expert).
It did ads on women empowerment in 2017. It also distributes in rural area on discounts.
1. Why Jui extra coconut virgin oil fail to attract consumer market?
Ans. There are many reasons Jui extra coconut virgin oil fails to attract consumer market which
are as follow as:
 Not premium edible grade coconut oil
 Threats of competitors (DaburAmla coconut hail oil , Parachute )
 Brand has not sought to remain relevant and differentiated through a slew of initiatives
packaging
 Substitute product such as mustard oil & other hair oil
 Lack of variety and ingredients (Amla, peanut ,honey , vitamins& minerals)
 Poor quality and old packaging system
 Lack of promotions in social media (Face book)
2. What went wrong in their strategy that leads to their sales decline? How they gain
market again?
Ans. MainlyJjui extra coconut virgin oil follows market penetration strategy that leads to them
decline their sales .In order to increase and keep remain in market they should follow product
development strategy .Compare to other hair coconut oil (Parachute & Dabur Amla coconut oil)
they should also focus on quality of the product .By giving better quality they can increase their
market share and also gain new customers.