Cherrypicking The Mid-League Brands

Cherrypicking The Mid-League Brands
Advertising
Guy Brighton
  • 9 may 2006

An article in the Independent looks at London based Jatanias who recently bought two brands off Unilever (Finesse and Aqua Net).

Other people’s castoffs may not, at first glance, be an attractive proposition. But there is brass in that muck, to borrow a phrase. “Unilever’s focus is on the number one and two market positions, so tail brands don’t have much relevance for a business with a global cost structure,” says David Lang, consumer goods analyst at Investec. “But if you have a local cost structure and local markets then you can make some sense out of them.”

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