Case Study: Clean Edge Razor
Case 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 Characteristics
Products available in the US market are disposable and non-disposable razors, refill cartridge, shaving cream, and depilatories. Non disposable razors recorded average growth of about 5% in retail sales during the period 2007 to 2010 whereas refill cartridge and disposable razors recorded growth of approximately 2% and 3% respectively for the same period. The prime factors for the growth are innovations and new product introductions.
Non disposable razors and refill cartridge market is broadly classified into three segments namely value, moderate and super premium based on price and quality. Paramount’s consumer research identified distinct segmentation in terms of product benefits and consumer behaviour.
39% of non-disposable razor users are segmented as Involved Razor users, social/emotional shavers; 28% as Involved Razor users, aesthetic shavers and 33% as Uninvolved Razor users, maintenance shavers. Studies from 2009 showed that the retail sales of non-disposable razors and refill cartridge came from 25% volume of super-premium, 43% of moderate and 32% of value segments
Market Analysis
POSITIONING AND MARKETING
Clean Edge’s improved design provided better performance. Within the super-premium segment, Clean Edge could be positioned as a Niche product focusing on high involvement & fastidious groomers looking for a superior shaving experience.
Pros:
Positioning Clean Edge as niche will complement company’s existing
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 Characteristics
Products available in the US market are disposable and non-disposable razors, refill cartridge, shaving cream, and depilatories. Non disposable razors recorded average growth of about 5% in retail sales during the period 2007 to 2010 whereas refill cartridge and disposable razors recorded growth of approximately 2% and 3% respectively for the same period. The prime factors for the growth are innovations and new product introductions.
Non disposable razors and refill cartridge market is broadly classified into three segments namely value, moderate and super premium based on price and quality. Paramount’s consumer research identified distinct segmentation in terms of product benefits and consumer behaviour.
39% of non-disposable razor users are segmented as Involved Razor users, social/emotional shavers; 28% as Involved Razor users, aesthetic shavers and 33% as Uninvolved Razor users, maintenance shavers. Studies from 2009 showed that the retail sales of non-disposable razors and refill cartridge came from 25% volume of super-premium, 43% of moderate and 32% of value segments
Market Analysis
POSITIONING AND MARKETING
Clean Edge’s improved design provided better performance. Within the super-premium segment, Clean Edge could be positioned as a Niche product focusing on high involvement & fastidious groomers looking for a superior shaving experience.
Pros:
Positioning Clean Edge as niche will complement company’s existing