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Mem

We believe that the company should not launch the new fragrance Cambridge due to the main reason, lack of budget. It is stated in the case study that ‘Shulton' has a communication budget of approximately twelve million with which they can afford an impressive number of advertising options such as magazine spreads and television commercial, MEM pales in comparison as shown in Exhibit nine. The company's communication budget averages between six to seven million, which is spread over their six existing colognes. It is therefore highly unadvisable to go against Shulton as they have much stronger financial backing and are choosing to use it to create a very aggressive marketing campaign.
Instead it would be wise to focus their attention on achieving company growth. We think that MEM's biggest obstacle to success is that they have too many products that are not doing as well as they should in the market. So we believe MEM should discontinue the product that generate the least amount......


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Approximate Word Count: 421
Approximate Pages: 2 (250 words per double-spaced page)

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