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MEM had competed primarily in the medium priced market. Its principal toiletries were marketed under the English Leather line of which generated 68.3% of total sales revenue. This was substantially more than any other line it owned and it also had a market share only second to its main competitor, Old Spice. MEM faced stiff competition from Old Spice, British Sterling, Jovan and Brut, whose new products, since 1979, were being launched in the medium priced market with hefty advertising expenditures of around $7 million. These new products included Chaps by Ralph Lauren, Oleg Cassini by Jovan and Denim by Lever Brothers...
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