to create an innovative razor‚ but wants to make sure that it is positioned effectively. Situation Analysis: * Customers: Male consumer products have been trending upward in the last decade. The customer segments are broken up into three areas; social/emotional‚ involved razor users‚ and uninvolved or maintenance users. Social/emotional are responsible for 39% of Nondisposable razors‚ Involved is for 28%‚ and maintenance users account for 33%. In 2009 consumers razors and replacement cartridges
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Clean Edge Razor Haifeng Chen 1. What changes are occurring in the non-disposable razor category? Assess Paramount’s competitive position. What are the strategic life cycle challenges for Paramount’s current product as well as for Clean Edge? The rate of new-product introductions for non-disposable razors and refill cartridges had accelerated in recent years‚ with an unprecedented flurry of 22 new stock-keeping units being introduced between 2008 and 2009. Most of these new SKUs were line
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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
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in the process of launching a new technologically advanced nondisposable razor “Clean Edge”. With its improved design‚ Clean Edge provides superior performance by utilizing a vibrating technology to stimulate hair follicles and lift the hair from the skin‚ allowing for a more thorough shave. The company has decided to introduce it in the men’s market where it has a strong presence. The company is now focussing on positioning and naming of this new product. It also needs to decide on the promotional
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BUS 152A September 18‚ 14 Case Write Up #1 Clean Edge Razor: Splitting Hairs in Product Positioning Problem A well-known health and beauty company‚ Paramount is launching a high-technology nondisposable razor‚ Clean Edge. They are searching for the most efficient way to gain market share. Their concerns come down to three main problems: whether they should target niche market and price the product in the super-premium segment‚ or aim mainstream market and gain broad appeal‚ ;whether they should
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Clean Edge Razor Splitting Hairs in Product Positioning 1. What changes are occurring in the non-disposable razor category? Assess Paramount’s competitive position. What are the strategic life-cycle challenges for Paramount’s current products as well as Clean Edge? The non-disposable razor category has seen changes in the recent years. * Advertising expenditures increased significantly for newer and smaller players to grab the market share whereas established players did not increase
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Clean Edge Razor-Case Analysis Executive summary Paramount is planning to launch a non disposable razor ‘Clean Edge’. This company is a market leader in the non disposable razor market. Currently it is offering Paramount pro and Paramount Avail. The product based categorisation in hair removal market is non disposable razor‚ disposable razor‚ cartridges‚ shaving cream and depilatories. The non disposable razor and refill cartridge market is divided into three segments based on price and quality
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Clean Edge Razor Case 1. What is the marketing management problem or opportunity the case protagonist faces? Paramount must decide how it wants to position the Clean Edge Razor in the market. With the men’s grooming market segment poised for growth‚ it must figure out where the most profit opportunity lies (i.e.‚ super-premium‚ mainstream‚ etc.) and then proceed with an implementation plan. 2. What alternative courses of action can the protagonist pursue to address the case problem? One
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million to use mainstream strategy to promote Clean Edge Razor‚ the expense will account for 87% of the company’s annually marketing budget‚ which will definitely squeeze the budget of Paramount’s other cash cow products‚ and thus cause the tremendously potential risks on other product’s competitiveness in Moderate and value market. Secondly‚ after deducting the cannibalization effect‚ the profit come from “Paramount’s new customers” who buy Clean Edge Razor under niche strategy scenario in Year 1&
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Clean Edge Razor Splitting Hairs in Product Positioning 1 Index 1. Synopsis ……………………………………………………………………………………………….. 3 2. Situation Analysis…………………………………………………………………………………. 3 3. Alternative Evaluation………………………………………………………………………….. 4 4. Position Strategy‚ with explanation……………………………………………………… 5 5. Marketing mix………………………………………………………………………………………. 6 6. Expected Outcomes……………………………………………………………………………… 8 7. Appendices…………………………………………………………………………………………… 9 - 22 2 Synopsis: Based
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