@article{maghraby2015toilet,
  title = {Toilet Soap Case},
  author = {Engy El Maghraby and Ahmed Tolba},
  year = 2015,
  url = {https://ibimapublishing.com/articles/MENA/2015/636015/},
  journal = {The MENA Journal of Business Case Studies},
  volume = (2015),
  pages = 10,
  doi = 10.5171/2015.636015,
  abstract = {IMayer Brothers is a famous FMCG company that launched in the year 1920 as a merger between a British soap maker and a Dutch margarine producer, to increase efficiency of resources. Having entered the Egyptian market in the year 1991, the company needed to make certain adjustments to its products on the basis of the specific Egyptian market and the culture of the Egyptian people. Despite the fact that the world has been shifting its purchase patterns towards the gel and liquid soaps, many Egyptians (especially of lower socio-economic classes) have still been clinging to the old bar soaps for all kinds of cleansing rituals. In order to maintain a balance between keeping up with modern-day trends, as well as preserving the Egyptian consumer base, Mayer Brothers must scrutinize the market at hand in order to come up with the best possible market strategy for the coming three years.},
  keywords = {FMCG, Soap, Egyptian market},
  note = Article ID: 636015
}