intensified the competition in this space. The market can be segmented into three categories based on price and quality – value‚ moderate and super-premium. Paramount Pro is positioned in the mainstream moderate market while Avail sells in the ‘value’ market. As far as the company is concerned‚ it had not yet tapped the niche ‘Super-premium’ market. Based on consumer behaviour‚ the market can be divided into ‘Maintenance shavers’ and ‘Involved shavers (Social/emotional‚ aesthetic)’. This product is planned
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come up with a suitable strategy to make the product successful in the market. Through a proper economic analysis considering the razor market and the facts available‚ we have come up with a conclusion that Paramount should position Clean Edge in the Niche Segment. Statement of the Problems Paramount needs to come up with a marketing strategy to effectively position its new line of technologically advanced non-disposable razors. Over the last five year years the industry has seen major advancements
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where your toothbrush is out of order . So consumer behavior is rather different and have different habits. 4. What are the arguments for launching the Precision toothbrush as a niche product..? What are the arguments for launching it as a mainstream brand..? If the precision toothbrush is lunched as a niche product we are avoiding the problem of cannibalism or acquisition of our own market share. However if the toothbrush is lunched as such it is target for a smaller group and it will take
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specializes in organic foods and it has done an excellent job of determining its target market and how to position itself. Instead of going head to head with large food retailers such as Wal-Mart‚ Whole Foods has found a niche market that works perfectly for itself. This niche market is one that prides itself on being health conscious and environmentally responsible and Whole Foods has done a great job of positioning itself in the same way through its environmentally safe actions and its use of
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becoming increasingly concerned with their oral health‚ specifically their gums. This led to a rise in the sales of therapeutic toothbrushes. The toothbrush industry experienced a massive influx of worthy competitors and this led to the formation of a niche‚ super-premium market. In order to gain an edge each competitor worked on developing new toothbrush technology‚ forming alliances with dental professionals‚ expanding advertising budgets and offering promotions that would grab consumer attention.
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toothbrush sales rose it became apparent that baby boomers were becoming increasingly concerned with their oral health‚ specifically their gums. As a result‚ the toothbrush industry experienced amassive influx of worthy competitors and the formation of a niche‚ super-premium market. In order to gain an edge eachcompetitor worked on developing new toothbrush technology‚ forming alliances with dental professionals‚ expandingadvertising budgets and offering promotions that would grab consumer attention.
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In a highly competitive oral care market‚ Colgate holds its’ own‚ and maintains a category leadership position. The company ’s strategies to category growth are accomplished by long-term‚ joint planning with retailers; understanding consumers and how they shop; and employing integrated marketing to demonstrate the benefits of new products. The company has long been on the voyage to establish the best brush possible‚ and in doing so‚ has developed a number of impeccable products along the way
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Clean Edge Razor Splitting Hairs in Product Positioning MBA8145-Marketing Management Alpharetta‚ Summer-2011 GSU Individual Case Analysis Situation at Paramount Paramount had established itself as a global consumer products giant with over $13 billion in worldwide sales and $7 billion in gross profits for 2009 since it’s entry in the market in 1962. In 2009‚ Paramount had established itself as unit-volume market leader in 2009 based on non disposable razor product sales. The Non disposable razor
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Problem Statement The aim of this report is to analyze the two different launch strategies (as a niche or a mainstream product) for Colgate Palmolive ’s new toothbrush‚ Precision‚ and choose the one that is the most suitable in the face of the market competition and consumer needs. The report also aims to make recommendations for the positioning‚ branding‚ communication and promotion of the product under the chosen strategy. Situation Analysis Company: In 1991‚ CP held 43% of the world toothpaste
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recommendation is to introduce the Precision toothbrush into the niche market‚ as it is a significantly advanced toothbrush and should be tested on a smaller scale before being placed into the mainstream. The toothbrush needs to be positioned as a technological breakthrough in oral care‚ to young adults and baby boomers‚ who are concerned about plaque removal and gum disease. If that initial strategy is successful I advise moving towards the mainstream market with additional inventory. Secondly‚ the correct
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