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 just emphasize the product name “Clean
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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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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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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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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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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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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
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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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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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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 been is a growing
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