Executive Summary Central Problem MEM Company, Inc. is seeking new opportunities to improve its flattening sales growth in the mens toiletries market. To do so, it considered two main options: to expand its distribution lines into food stores, and introduce a new product line, Cambridge, in the medium price category. However, the latters chances of success are dampened by the impending launch of men toiletries brand Blue Stratos by Shulton, which targets a similar segment in terms of age group and price range. Current Marketing Situation & Market Description The men toiletries market is primarily divided into three segments: the exclusive, medium, and mass price category. MEM co. competes mainly in the medium priced group. It has been facing increasing competitive pressure in the recent years, particularly in the medium priced segment. The brand English Leather, introduced in 1947 makes up 68.3% of its sales revenue, and has extended way past the average life cycle of cologne brands . Its two other top selling brands are Musk (since 1975) and Racquet Club (since 1978), with......

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