Case study: Clean Edge Razor- Splitting Hairs in product positioning 2/12/2013 Group 5 * Radhika Nadkarni * Rishi Ranjan * Sujoy Chakrabortty * Sumanta Chatterjee * Suresh Panigrahi * Problem Statement: ‘Paramount Health and Beauty ‘ Company is launching a new non-disposable razor‚ Clean Edge that boasts about superior performance by utilizing a vibrating technology that stimulates hair follicles and lifts the hair from the skin allowing a thorough shave. This
Premium Marketing
What changes are occurring in the non-disposable razor category? Paramount is facing not only the traditional‚ on-going competition from the other long term‚ established companies in the market‚ but faces increasing challenges to its market share from new entrants as well. Traditionally‚ the market consisted of disposable and non-disposable razors‚ but within the last few years‚ a new trend has emerged. As a result of the increased emphasis on esthetic‚ or beauty products for men‚ there has
Premium Marketing
Executive Education Center Executive MBA program Teamwork: Sadik HAMIDI Khedidj hafid Rachid charmouh Clean Edge Razor. 1. The changes occurred in the non-disposable razor are as follows: * There was an increase by 5% on the market. * The rate of new product introduction had accelerated in the last years 2008.2009 by 22 SKUs. There are two types of competition for Paramounts: One linked to direct competitors providing the same product ( Prince; Bent and Klein;
Premium Marketing Strategic management
Clean Edge Article response 1. What changes are occurring in the non-disposable razor category? The non-disposable razor category has experienced tremendous growth in recent years‚ boasting a steady 5% growth per year from 2007 to 2010. This growth can be attributed to introduction of new innovative products; 22 between 2008 and 2009. There is increased competition for shelf space‚ which was forcing distribution to shift outside traditional food and drug stores. In 2000‚ food stores
Premium Marketing
Marketing Case Analysis - Clean Edge Razor Case - Team members * Min Woo Song * Yang-hee Park * Yekaterina Li * Onofre C. Mateo * Khanan Pinnoi Clean Edge Razor Case 1. What changes are occurring in the non-disposable razor category? What are the strategic life cycle challenges for Paramount’s current products as well as for Clean Edge? Assess Paramount’s competitive position. (1) Market growth in super premium segment Non-disposable razor experienced approximately
Premium Marketing Brand
Clean Edge Razor For many years‚ personal health care and shaving for men was seen as a routine maintenance issue. The U.S. razor market has recently seen an upswing in sales and overall interest in multiple categories of products offered in the past five to ten years. In recent years‚ new products and promotions have drastically changed the approach some men take to the daily chore of shaving. Product innovations have turned this morning ritual from a chore into a pleasing grooming experience
Premium Marketing Price
Čelebić BSAD 350 – Marketing June 6‚ 2012 Clean Edge Razor: Splitting Hairs in Product Positioning Executive summary Paramount is planing to launch a non disposable razor ‘Clean Edge’. This companyis a market leader in the non disposable razor market. Currently it is offering Paramount Pro and Paramount Avail. Neither pro nor Avail has introduced significant technology innovations in the last five years. The non disposable razor and refill cartridge market is divided into three segments based on
Premium Marketing
Case Analysis Clean Edge Razor Splitting Hairs in Product Positioning Executive Summary Paramount’s newest non-disposable razor‚ Clean Edge‚ has brought a new hope for the company whose other products are either on the mature stage of product life cycle or on the declining stage. Clean Edge’s improved design provides superior performance and hence the top management is extremely excited. They need to come up with a marketing strategy including product positioning‚ brand name & marketing
Premium Marketing Revenue Profit
Case Brief #1 : Clean Edge Razor October 29‚ 2013 1. Problem Statement: Paramount Health and Beauty Company having difficulty to choose position their new product (Clean Edge) in the market. 2. Situation Analysis: Company (Paramount Health and Beauty Company) Paramount is a respected brand in the industry since 1962 Paramount offered two lines of nondisposable razors and refill cartridges. The Paramount Pro for moderate segment and the Paramount Avail for a value offering Paramount is
Premium Brand management Marketing Advertising
4249 JANUARY 19‚ 2011 JOHN A. QUELCH HEATHER BECKHAM Clean Edge Razor: Splitting Hairs in Product Positioning On August 9‚ 2010‚ a group of executives from Paramount Health and Beauty Company (Paramount) sat in a research room intently observing a dozen men shaving on the other side of a two-way mirror. The subjects were testing out Paramount’s newest nondisposable razor‚ Clean Edge‚ and discussing the experience. The verdict was extremely encouraging. The majority of men felt it was the
Premium Product management Marketing Shaving