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 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
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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;
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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
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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
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Paramount Health and Beauty Company is 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
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Nedim 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
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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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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
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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
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