Case | HBS Case Collection | July 2010 (Revised December 2010)

Beohemija's Duel

by Das Narayandas and Kerry Herman


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;


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