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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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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recent history of non-disposable razors. These changes for Paramount to deal with include competition‚ new products‚ and a change in customer perception as far as grooming goes. While these changes include challenges it also provides opportunity. Paramount has two steady competitors being Prince and Benet Klein. Two new competitors have emerged over the last few years being Simpsons and Radiance. Prince has been traditionally the industry leader in non-disposable razors. They also are in the deodorant
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Comp 1 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
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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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* 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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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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situation. Business Analysis Strengths Weaknesses 1) Paramount focuses on extensive clinical testing. A consumer research indicated that Clean Edge achieved a 25% increase in hair removal compared to other leading nondisposable razor brands. 2) Paramount is a respected brand in the industry. 3) Paramount created a special nondisposable razor project team. The team focuses on developing a technological breakthrough and providing the company with a standout new product in the category
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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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