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1. THE PRODUCT - BRAND WIDTH & DEPTH The men's toiletries market consists of many types of products, therefore when considering entering this market there is the need for extensive analysis of the market. When entering the market through fragrances it is important to analyse the rest of the market as well it may show gaps, which you can fill in and make extensive profits. Figure 1.1 below shows the different types of products in the men's toiletries market. It also show the market share the product has, for instance fragrance has £262 million sales in the market, which accounts for 47% of the total market share in 1998. In comparison to year 2000 the sales have risen to £272 million, shown in figure 1.2, which accounts for 46% of total market share. This product has decreased by 1% in market share, but has increased in its sales by £10 million over...

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