Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • July 2010 (Revised December 2010)
  • Case
  • HBS Case Collection

Beohemija's Duel

By: Das Narayandas and Kerry Herman
  • Format:Print
  • | Pages:35
ShareBar

Abstract

Vladimir Joksic, Director of Marketing for Serbia's Beohemija, along with his marketing team has managed to grow Duel, the firm's soap powder offering from single digits to almost 40% of the Serbian market in just a few short years. He has used innovative and strategic, cost-saving tactics to achieve this growth, taking share from multi-national competitors P&G and Henkel, as well as other domestic competitors. Beohemija's management is proud of these achievements and looking to possibly leverage Duel's new brand strength with new products in the pipeline for launch. Joksic is more cautious. He is worried that Beohemija has woken the sleeping giants and wonders if the firm should instead invest more in the Duel brand. The case provides detailed information about the Duel campaigns.

Keywords

Investment; Growth and Development; Innovation Strategy; Management Teams; Marketing; Product Launch; Competition; Consumer Products Industry

Citation

Narayandas, Das, and Kerry Herman. "Beohemija's Duel." Harvard Business School Case 511-018, July 2010. (Revised December 2010.)
  • Educators

About The Author

Das Narayandas

Marketing
→More Publications

More from the Authors

    • March 2022
    • Faculty Research

    Hometown Foods Spreadsheet Supplement for Instructors

    By: Julian De Freitas, Jeremy Yang and Das Narayandas
    • March 2022
    • Faculty Research

    Hometown Foods Spreadsheet Supplement for Students

    By: Julian De Freitas, Jeremy Yang and Das Narayandas
    • March 2022
    • Faculty Research

    Hometown Foods

    By: Julian De Freitas, Jeremy Yang and Das Narayandas
More from the Authors
  • Hometown Foods Spreadsheet Supplement for Instructors By: Julian De Freitas, Jeremy Yang and Das Narayandas
  • Hometown Foods Spreadsheet Supplement for Students By: Julian De Freitas, Jeremy Yang and Das Narayandas
  • Hometown Foods By: Julian De Freitas, Jeremy Yang and Das Narayandas
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Digital Accessibility
Copyright © President & Fellows of Harvard College