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Then MEM can reinvest the money into revamping and remarketing the other more successful colognes. Perhaps they could use the product with most brand awareness and sales dollars as their signature product. This would be ?English Leather' which generated 68.3% of the dollar sales between 1979 and 1980 and has the highest brand awareness with 96% as shown in exhibit three. After ?English Leather' has been established then MEM could use the halo effect to slowly market off the other re vamped colognes.
Another way they can achieve company growth is by expanding their products into food stores. So far, MEM has been against introducing their products there, but exhibit six shows that the three other major men toiletries brands Brut, Old Spice and Mennen Skin bracer hold their largest market share there...
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