Analysis of Clean Edge Razor Product Characteristics In 2007‚ Paramount developed a technological breakthrough in non-disposable razor segment called Clean Edge. It had a vibrating‚ ultra-thin five blade design and worked on AAA battery. A heavier handle allowed for better balance‚ grip and control while shaving and ultra-thin razor blade design reduces irritation. Clinical trials indicate that Clean Edge achieved a 25% increase in hair removal versus other leading non disposable razor brands. Market
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Clean Edge Razor MKTG600‚ Section 233 10/18/2012 Brief case study analysis of Paramount’s newly designed Clean Edge razor Table of Contents INTRODUCTION 2 PROBLEM STATEMENTS 2 RECOMMENDATIONS & CONCLUSIONS 3 RATIONALE & ANALYSIS 4 APPENDIX & ATTACHMENTS 6 Exhibit A: Select Non-disposable Razor Brand Prices 6 Exhibit B: Non-Disposable Razor Unit & Dollar Market Share by Brand: 2007-2010E 6 Exhibit C: Financial Forecasts: Alternative Positioning Scenarios
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Clean Edge Razor: Splitting Hairs in Product Positioning Duanyi Feng 02/13/2013 1. What changes are occurring in the non-disposable razor category? * In US razor market‚ nondisposable razors experienced approximately 5% growth per year from 2007 to 2010. * Super-premium segment of nondisposable razor grew significantly. * Different kinds of product innovation appear in the market. * Replacement cycle has been shortened. * Media advertising expenditures rose faster than
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Clean Edge Razor Splitting Hairs in Product Positioning MBA8145-Marketing Management Alpharetta‚ Summer-2011 GSU Individual Case Analysis Situation at Paramount Paramount had established itself as a global consumer products giant with over $13 billion in worldwide sales and $7 billion in gross profits for 2009 since it’s entry in the market in 1962. In 2009‚ Paramount had established itself as unit-volume market leader in 2009 based on non disposable razor product sales. The Non disposable razor
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Positioning Clean Edge razor as niche would go nicely with the company’s current portfolio. Looking at the exhibits‚ it is clear that using this marketing strategy would lead to consistently high profit margins. Furthermore‚ Niche positioning will only require $15 million in marketing costs as opposed to $42 million in mainstream. There are some disadvantages to using this market position‚ such as the fact that this would limit the consumer base and there have not been any innovations in their
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product manager for Clean Edge‚ must decide on his product positioning strategy for Clean Edge‚ a new‚ state-of-the-art non-disposable razor to be introduced by Paramount Health and Beauty Company. By culling information on past and future market trends‚ competitors‚ branding‚ available budget and financial forecasts‚ this paper will attempt to provide recommendation and insights that may assist Mr. Randall with his decision. This paper supports the launch of Clean Edge razor using a niche-market
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3/12/2013 The Razors Edge The Razors Edge was a story created in 1944 and two years later was transformed film (in 1946) and redone in the mid-1980s. It is a captivating story of a man’s quest to find the meaning of life. The movie brought you to many places and left me questioning many actions‚ only to find the answer of why he did it shortly after his actions. This movie has many meanings‚ it makes you think‚ it gets under your skin‚ and it really makes you think about how you live your life. The
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PunyamurthulaVinay Adithya S [Clean edge razor:splitting hairs in product positioning] The company has already decided to introduce Clean Edge into the men’s market where it has a strong presence. Jackson Randall‚ the product manager for Clean Edge‚ struggles with how best to position the product for the launch.It has two strategies in mind “niche” and “mainstream”. Randall must recommend an optimal strategy and provide supporting economic analysis of his decision--not just for Clean Edge‚ but for its effect
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* Case: “Clean Edge Razor: Splitting Hairs in Product Positioning” * Writing task: Recommend a strategy to Paramount Health and Beauty Company about the best positioning plan for the new product Clean Edge. The plan should include the brand name and marketing budget in order to launch the product. The best course of action for the positioning of Paramount’s new Clean Edge Razor is Niche strategy with an emphasis on “the most intensely involved super-premium consumers” (Clean Edge‚ 2011‚ p
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Clean Edge Razor 1. Use “niche market” positioning concept Randall should use the “niche market” positioning concept. As the case points out‚ both “niche” and “mainstream” strategy will help Paramount to raise its market share in super-premium non disposable razor segment. But the “niche” strategy will enables Clean Edge Razor to contribute profit and at the same time‚ limit the effect of cannibalizing Paramount’s existing products. Two reasons Randall should use the strategy are presented
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