Clean Edge Razor Haifeng Chen 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 product as well as for Clean Edge? The rate of new-product introductions for non-disposable razors and refill cartridges had accelerated in recent years‚ with an unprecedented flurry of 22 new stock-keeping units being introduced between 2008 and 2009. Most of these new SKUs were line
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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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Positioning Clean Edge razor as niche would go nicely with the company’s current portfolio. Looking at the exhibits‚ it is clear that using this marketing strategy would lead to consistently high profit margins. Furthermore‚ Niche positioning will only require $15 million in marketing costs as opposed to $42 million in mainstream. There are some disadvantages to using this market position‚ such as the fact that this would limit the consumer base and there have not been any innovations in their
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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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CASE ANALYSIS OF CLEAN EDGE RAZOR Submitted by BrandMasters Fatima Dilruba (B13085) Bhavya Singla (B13080) S Jayaram (B13110) Case Analysis of Clean Edge Razor Problem Statement Paramount Health and Beauty Company developed the Clean Edge Razor‚ a technologically advanced non disposable razor. The company now has to study and segment the market environment and find a suitable target to successfully position and launch their product. Situational Analysis General Market Profile
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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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Statement: Paramount Health and Beauty wants to launch a new razor into the market currently referred to as “Clean Edge.” The project team recommends that the company should position the product as a distinct mainstream product‚ dubbing it “Clean Edge by Paramount” in order to produce growth in sales from new product innovation. The importance of placing the product in a mainstream position is to successfully launch an innovative product creating more market share for Paramount and for Clean Edge to become
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9‚ 2014 BUS 360 Clean Edge Analysis The decision at hand is should Paramount position its new innovative Clean Edge razor in the mainstream market or possibly position the razor as a niche product? In addition‚ the company also must decide on the brand name and marketing budget for the product launch. Paramount product manager‚ Jackson Randall is faced with some very difficult decisions that involve many differing opinions from company executives. All Paramount executives believe
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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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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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