Create a new account

It's simple, and free.

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 this market can be expensive because the new fragrance must establish an image for itself and gain acceptance in the market, and there is considerable competition for the loyalty of the consumer. With Shulton planning to introduce products which will compete directly with Cambridge, MEM should delay introduction of the new product line in order to avoid confusion among the public and retailers. Having two new fragrances in the same category introduced at the same

...

Page 1 of 4 Next >

More on MEM and Rohm Cases...

Loading...
APA     MLA     Chicago
MEM and Rohm Cases. (1969, December 31). In LotsofEssays.com. Retrieved 05:09, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1694851.html