Harvard Case - MEM Co., Inc.: English Leather
"MEM Co., Inc.: English Leather" Harvard business case study is written by Frank V. Cespedes, Laura Goode. It deals with the challenges in the field of Marketing. The case study is 27 page(s) long and it was first published on : Sep 28, 1992
At Fern Fort University, we recommend that MEM Co., Inc. implement a multi-pronged strategy to revitalize the English Leather brand. This strategy focuses on leveraging the brand's heritage and nostalgia while appealing to a new generation of consumers through targeted marketing, product innovation, and a robust digital presence. We propose a series of actions to achieve this, including a shift in marketing strategy, product diversification, and a strategic approach to digital marketing and social media engagement.
2. Background
MEM Co., Inc. is a privately held company that owns and operates the English Leather brand, a men's fragrance line with a rich history dating back to the 1960s. The brand enjoyed immense popularity in its early years, becoming synonymous with masculinity and sophistication. However, English Leather faced declining sales in recent years due to changing consumer preferences, increased competition, and a lack of innovation. The case study focuses on MEM Co., Inc.'s efforts to revitalize the brand and regain its market share.
The main protagonists of the case study are:
- John Matarazzo: The CEO of MEM Co., Inc., who is tasked with leading the brand revival.
- The MEM Co., Inc. team: The team responsible for developing and implementing the revitalization strategy.
- Consumers: The target audience for English Leather, who have evolving preferences and expectations.
3. Analysis of the Case Study
To analyze the case study, we will employ a framework that incorporates the following elements:
- SWOT Analysis: This will identify the brand's strengths, weaknesses, opportunities, and threats.
- Marketing Mix (4Ps): This will examine the product, price, place, and promotion strategies.
- Consumer Behavior Analysis: This will delve into the changing preferences and motivations of the target audience.
- Competitive Analysis: This will assess the competitive landscape and identify key rivals.
- Digital Marketing Strategies: This will analyze the potential of digital channels to reach and engage consumers.
SWOT Analysis:
- Strengths: Strong brand recognition, nostalgic appeal, loyal customer base, established distribution channels.
- Weaknesses: Perception of being outdated, lack of innovation, limited marketing budget, weak online presence.
- Opportunities: Growing demand for classic fragrances, resurgence of vintage trends, expanding online market, potential for product diversification.
- Threats: Intense competition from newer fragrance brands, changing consumer preferences, economic uncertainty, potential for brand dilution.
Marketing Mix (4Ps):
- Product: English Leather's product portfolio needs to be expanded to appeal to a wider range of consumers. This could include introducing new scents, formulating different fragrance intensities, and exploring complementary products like grooming kits and aftershaves.
- Price: MEM Co., Inc. needs to strike a balance between maintaining the brand's premium image and offering competitive pricing. They could consider offering limited edition or special value sets to attract new customers.
- Place: The company should leverage both traditional and digital distribution channels. This includes expanding online presence through e-commerce platforms, partnering with retailers that cater to the target market, and exploring alternative distribution channels like subscription boxes and online marketplaces.
- Promotion: MEM Co., Inc. needs to adopt a multi-channel marketing approach that leverages both traditional and digital media. This includes advertising on social media platforms, partnering with influencers, creating engaging content, and utilizing targeted digital advertising campaigns.
Consumer Behavior Analysis:
- Target Markets: The target market for English Leather should be expanded to include younger generations. This requires understanding their preferences, values, and purchasing habits.
- Consumer Psychology: Leveraging nostalgia and appealing to a sense of heritage can resonate with younger consumers who are seeking authenticity and connection to the past.
- Segmentation, Targeting, Positioning: MEM Co., Inc. can segment the market based on age, lifestyle, and fragrance preferences. Targeted marketing campaigns can then be developed to appeal to specific segments.
Competitive Analysis:
- Key Competitors: MEM Co., Inc. faces competition from established fragrance brands like Old Spice, Axe, and Calvin Klein, as well as newer brands that cater to niche markets.
- Competitive Advantage: English Leather can differentiate itself by leveraging its heritage, offering a unique scent profile, and focusing on quality ingredients.
Digital Marketing Strategies:
- Social Media Marketing: MEM Co., Inc. should establish a strong presence on social media platforms like Instagram, Facebook, and TikTok. This involves creating engaging content, running social media campaigns, and interacting with followers.
- Content Marketing: Creating valuable content like blog posts, videos, and infographics can attract and engage potential customers. This content should focus on the brand's history, fragrance notes, and lifestyle inspiration.
- Search Engine Optimization (SEO) and Search Engine Marketing (SEM): Optimizing the brand's website and online presence for search engines can drive traffic and increase visibility. Paid search advertising can also be used to target specific keywords and demographics.
4. Recommendations
1. Revitalize the Brand Identity:
- Reimagine the English Leather Logo: Update the logo while retaining its core elements, making it more modern and appealing to a younger audience.
- Develop a New Brand Narrative: Craft a compelling story that highlights the brand's heritage, craftsmanship, and unique scent profile.
- Emphasize Nostalgia and Authenticity: Leverage the brand's history to connect with consumers who appreciate classic fragrances and vintage aesthetics.
2. Expand the Product Portfolio:
- Introduce New Scents: Develop fragrances that appeal to modern tastes while staying true to the English Leather DNA.
- Explore Fragrance Intensities: Offer different concentrations of fragrance, such as Eau de Parfum, Eau de Toilette, and Cologne, to cater to diverse preferences.
- Develop Complementary Products: Expand into complementary product categories like grooming kits, aftershaves, and body washes.
3. Implement a Multi-Channel Marketing Strategy:
- Leverage Digital Channels: Focus on social media marketing, content marketing, influencer marketing, and targeted digital advertising campaigns.
- Embrace Traditional Media: Utilize print advertising, television commercials, and radio spots to reach a wider audience.
- Partner with Retailers: Collaborate with retailers that cater to the target market, including online platforms and brick-and-mortar stores.
4. Build a Strong Online Presence:
- Develop a User-Friendly Website: Create a visually appealing and informative website that showcases the brand's history, products, and values.
- Optimize for Search Engines: Implement SEO strategies to improve website ranking and drive organic traffic.
- Utilize E-commerce Platforms: Offer online purchasing options through the brand's website and other e-commerce platforms.
5. Foster Customer Engagement:
- Create a Loyalty Program: Reward loyal customers with exclusive offers, discounts, and early access to new products.
- Encourage User-Generated Content: Promote user-generated content on social media to showcase the brand's personality and connect with consumers.
- Offer Excellent Customer Service: Provide prompt and helpful customer service through various channels, including email, phone, and social media.
5. Basis of Recommendations
These recommendations consider the following factors:
- Core Competencies and Consistency with Mission: The recommendations build upon the brand's heritage and focus on leveraging its core competencies in fragrance development and marketing.
- External Customers and Internal Clients: The recommendations address the needs of both existing and potential customers, while also aligning with the goals of MEM Co., Inc.
- Competitors: The recommendations aim to differentiate English Leather from its competitors by emphasizing its unique brand story, product quality, and marketing approach.
- Attractiveness: The recommendations are expected to drive sales growth, increase brand awareness, and improve profitability.
6. Conclusion
MEM Co., Inc. has a significant opportunity to revitalize the English Leather brand by embracing a multi-pronged strategy that combines nostalgia with innovation. By focusing on product diversification, targeted marketing, and a robust digital presence, the company can attract a new generation of consumers while retaining its loyal customer base. This approach will require a commitment to investing in marketing, product development, and technology to ensure the brand remains competitive in the evolving fragrance market.
7. Discussion
Other alternatives not selected include:
- Rebranding: Completely changing the brand identity and target market. This option carries significant risk and could alienate existing customers.
- Licensing: Licensing the English Leather brand to another company. This could generate revenue but would relinquish control over the brand's direction.
Key assumptions of the recommendations include:
- Consumer demand for classic fragrances: This assumption is based on the resurgence of vintage trends and the growing appreciation for heritage brands.
- Effectiveness of digital marketing: This assumption is based on the increasing influence of digital channels on consumer behavior and purchasing decisions.
- Ability to attract new customers: This assumption is based on the potential of the revitalization strategy to appeal to a wider range of consumers.
8. Next Steps
- Phase 1 (Months 1-6): Develop a detailed revitalization plan, including budget allocation, marketing strategies, and product development timelines.
- Phase 2 (Months 7-12): Implement the revitalization plan, focusing on brand identity refresh, product launches, and digital marketing initiatives.
- Phase 3 (Months 13-18): Monitor and evaluate the effectiveness of the revitalization strategy, making adjustments as needed based on market feedback and performance metrics.
This phased approach will allow MEM Co., Inc. to gradually implement the recommendations, monitor progress, and adapt the strategy as necessary to ensure its success.
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Case Description
In 1992, the president of MEM (a producer of personal care products, including men's fragrances) considered a redeployment of field sales efforts and changes in sales compensation policies. Any changes, moreover, must consider the context of strategic decisions concerning English Leather, the firm's major product line. The case provides data concerning consumer behavior and attitudes in the product category, as well as information concerning how changes in competition and distribution channels affect the brand.
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