MEM and Rohm Cases

MEM should move forward with its product introduction of Cambridge items. The Cambridge line should not be marketed with the English Leather brand name, and product introduction should not begin for another six months. Distribution should be through outlets which already handle English Leather products as well as through food stores and other outlets where English Leather does not have a strong presence but which are not discounters. The goal will be to position Cambridge as a mid-price fragrance which lacks the association of the English Leather brand and which has appeal to younger (18-34 years) consumers.

MEM has a successful line of fragrance products which are marketed under the English Leather brand. These fragrance products are sold through a variety of outlets, including department stores, and the company participates in industrystandard promotional activities to encourage retailers to carry the items and consumers to purchase them. However, market research shows that the English Leather brands are associated with an older consumer base, and younger consumers are not necessarily interested in using the same brand as their fathers. Because of this, the name Cambridge should also be changed to a name which does not have such a "stodgy" connotation.

In recent years, the competition has been successful at marketing new brands in the mid-price category which have seized market share from traditional brands. New product introduction in

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