Clean Edge Razor: Splitting Hairs in Product Positioning Case Analysis Marketing Concepts Problem/Decision Identified This case is about ‘strategic positioning’ decision dilemma of a newly developed technologically advanced product. The product manager Randall of Paramount Health and Beauty Company- a Global player in health and beauty industry is faced with an intriguing question of how to best position the new product so as to have a right market
Premium Marketing
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
Premium
Statement: Paramount Health and Beauty wants to launch a new razor into the market currently referred to as “Clean Edge.” The project team recommends that the company should position the product as a distinct mainstream product‚ dubbing it “Clean Edge by Paramount” in order to produce growth in sales from new product innovation. The importance of placing the product in a mainstream position is to successfully launch an innovative product creating more market share for Paramount and for Clean Edge to become
Premium Marketing Product life cycle management Price
SUMMARY: Paramount is planning to launch a new nondisposable razor ‘Clean Edge’ which has an improved design and provides a superior performance by utilizing a vibrating technology that that stimulates hair follicles lifting them from the skin and allows a more thorough shave. CURRENT MARKET SITUATION: Launching a nondisposable razor in the super premium market is a brilliant move as: a) Paramount has a respected brand image in the razor market through its two already existing brands 1) Paramount
Premium Marketing
9‚ 2014 BUS 360 Clean Edge Analysis The decision at hand is should Paramount position its new innovative Clean Edge razor in the mainstream market or possibly position the razor as a niche product? In addition‚ the company also must decide on the brand name and marketing budget for the product launch. Paramount product manager‚ Jackson Randall is faced with some very difficult decisions that involve many differing opinions from company executives. All Paramount executives believe
Premium Brand management Marketing Product management
CASE ANALYSIS OF CLEAN EDGE RAZOR Submitted by BrandMasters Fatima Dilruba (B13085) Bhavya Singla (B13080) S Jayaram (B13110) Case Analysis of Clean Edge Razor Problem Statement Paramount Health and Beauty Company developed the Clean Edge Razor‚ a technologically advanced non disposable razor. The company now has to study and segment the market environment and find a suitable target to successfully position and launch their product. Situational Analysis General Market Profile
Premium Marketing Razor Shaving
Clean Edge Razor- Case Analysis Introduction Paramount Health and Beauty Company has developed a new razor called Clean Edge. Paramount needs to decide between launching this razor in a niche or mainstream position. After analysis‚ we recommend that Paramount launch Clean Edge in niche position. Analysis of Clean Edge Financial Analysis Launching Clean Edge as a niche product would require significantly less ad expense compared to attempting a mainstream positioning‚ $15 million compared
Premium Marketing Shaving Razor
Paramount 1994 1.) On December 14‚ Paramount’s board dropped the merger agreement with Viacom and agreed to hold an auction for control of Paramount. The implication of this move was that although Paramount would endorse one of the two bids‚ the shareholders’ tender decisions ultimately would decide the winner. 2) 3.) (Refer Chart “Stock Price Movements” in appendix.) Before the announcement‚ (on September 7)‚ Paramount stock traded at $55.875 per share. From that point‚ Paramount stock reached
Premium Stock Stock market Call option
PARAMOUNT 1994 CASES IN CORPORATE FINANCE July 12‚ 2013 Board of Directors Paramount Re: Acquisition Dear Board of Directors: In order to make our recommendation to the Board‚ we must address the following questions: Acquiring Paramount Communications‚ Inc (PCI) was important for Redstone as it would enable Viacom to obtain a stronger position in the communications industry. His initial offer was designed to show that Viacom was a better strategic
Premium Stock Stock market
E N E T ® Paramount Communications Inc.–1993 Steven N. Kaplan University Of Chicago A t the end of August 1993‚ Sumner Redstone‚ Chairman of the Board of Directors of Viacom‚ sat back and wondered what to do about Paramount Communications. He had been pursuing the acquisition of Paramount for some time but seemed to have reached a road block. Beginning in 1989‚ Redstone and Martin S. Davis‚ Chairman of the Board and Chief Executive Officer of Paramount‚ had held informal discussions
Premium Cable television Television network Satellite television