The Case Analysis for Clean Edge Razo

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The Case Analysis for Clean Edge Razor: Splitting Hairs in Product Positioning

Marketing Management
MBA 812 B
Jihang Yang (Elvis)
September 27, 2012

Executive Summary
Paramount’s newest nondisposable razor, Clean Edge, which from Paramount Health and Beauty Company injected a drop of new blood for the company. They feel very encouraging for the new product, because it gives the user a very great and all new feeling. And also it will be a competitive product in the razor marketing. It is very important to make a correct and suitable product positioning for the Clean Edge and make it to be successful in the market. We will discuss from two aspects, one is the U.S. razor market and another is from the product itself. The paper through a series of economic analysis, including the background the razor market, razor market segments, consumer behavior, competition between producers, the feature of Clean Edge Razor and so forth, to got a positioning recommendation, brand name and budget recommendation to help product manager of company, Randall, find the right answer. The body paper will round some special questions to analyze what is the right way for put the Clean Edge Razor in the market. Some economic research and individual opinion will comprise the whole analysis. Eventually, we will got a conclusion and do some special recommendations.

Question 1: a. What changes are occurring in the nondisposable razor category? There are two major changes are occurring in the nondisposable razor category. Firstly, the nondisposable razors experienced more growth, approximately 5% form 2007 to 2010, and most of the growth due to the innovations and new product introductions. The customer is more want to trying new products than before. Secondly, industry experts divided the nondisposable razor market into three segments based on price and quality, super-Premium, moderate, and value. The first change of nondisposable razor category was in the segment of...
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