Shortly after the turn of the century Sapolio owned the lion's share of the soap market due largely to the magnitude of its sustained advertising campaign. However, the brand eventually failed. Why?

### Sapolio owned the soap market originally, so they thought they could save money by discontinuing advertising. They thought they were so firmly embedded in the minds of their consumers that this would not impact them, but their brand deteriorated and brands like Ivory took their market share within two years.

## Step1: Understanding the Situation### Sapolio was the leading brand in the soap market at the turn of the century, largely due to its extensive advertising campaign. This indicates that Sapolio had a strong market presence and was well-known to its consumers.## Step2: Analyzing the Decision### Sapolio decided to stop its advertising campaign, believing that its strong brand presence would allow it to save money without any negative impact on its market share.## Step3: Consequence of the Decision### The discontinuation of the advertising campaign led to a deterioration in the brand's presence and recognition among consumers.## Step4: Market Shift### Within two years, Sapolio lost its market share to competitors like Ivory, which likely continued to advertise and maintain its brand presence.