Clean Edge Razor: Splitting Hairs in Product Positioning

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Clean Edge Razor: Splitting Hairs in Product Positioning

Name: Yuanxu He (Jason)
Semester: Fall, 2012
Course Number: MBA 812A
Date of paper: September 25th, 2012

Executive Summary
The Clean Edge which is Paramount’s newest nondisposable razor has powerful influence in the market since 2010. It was improved design and used the new skills to make the razor’s properties become better than before. Lots of men like it and consider it was the closest, cleanest and smoothest. The article analysis the Paramount’s situation, competition, product positioning, marketing strategy through the U.S. razor market, market segments and consumer behavior and the trends of nondisposable razors and refill cartridges. After the company overview, the analysis of competition, design and testing and compare the marketing budget, Randall think that the Clean Edge has the significant mainstream potential and will become the new standard in men’s shaving.

1.Non-disposable razor category has changed a lot these years. The article pointed that nondisposable razors experienced approximately 5% growth per year from 2007 to 2010. Numerous innovations and product in the super-premium segment has grown a lot. The expenses of advertising increased a lot because of the need to promote new benefits from advances in razor technologies. Changes in retail channel distribution have also been noted in the category. Male-specific grooming products seemed to be a bright spot in the industry from 2007 to 2010 and the segment saw much more growth because shaving became more than just shaving – it started to include body spray, fragranced shower gel and skincare lines proliferated. Channel distribution for the razor category has become increasingly important through the Exhibit 4. It has been quite demand for male-grooming products. Competitive Position:

Paramount has been a global consumer products giant with over $13 billion in worldwide sales and $7 billion in gross profits for 2009...
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