and taking into account the effects of cannibalization on Paramount Pro and Avail‚ I recommend Paramount to adopt the niche positioning strategy. This strategy would (as per the financial analysis) result in high and consistent profit margins for the company and the risk involved would be lesser than that involved in case of the mainstream positioning strategy. With the launch of Paramount Clean Edge in the super-premium segment‚ Paramount will introduce a completely new and innovative technology
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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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that represents a possible scenario managers in today’s business environment may encounter. The individuals and companies used in this case are also fictional. Paramount Health and Beauty Company‚ known as Paramount‚ is a global consumer products giant with four corporate divisions including Health‚ Cleaning‚ Beauty and Grooming. Paramount entered the non-disposable razor market in 1962 and quickly became a market leader. By 2009‚ the company realized $13 billion in worldwide sales and $7 billion
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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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pleasing grooming experience. This has also opened a new segment of men in the world who are now interested in personal grooming and made the idea of men’s grooming more mainstream and many consumers have embraced the change in the morning ritual. Paramount Health and Beauty Company is among the leaders of the nondisposable razor market‚ with multiple products each targeting a different market of consumers. Recent trends have shown that some of the nations’ male population are interested in shaving
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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 Edge” or add “Paramount” at the front to broaden brand image;whether
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Problem Statement: Paramount has become a market leader in global consumer products; but knows that innovation is vital to continue success. Paramount has used technology 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
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share‚ especially in super premium market. Accordingly the portion of media advertising expenditures in promotion budget has increased continuously to deliver the value of new and innovative products to customers. But there wasn’t any change in Paramount current products. (3) Consumer’s attitude change The industry participants tried to change the consumers’ attitude. They stimulated consumers to replace cartridges more frequently than before as delivering the benefit of frequent cartridge-change
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National Broadcasting Company (NBC) and Paramount‚ the owner of the show. While the National Broadcasting Company (NBC) wants to pay under $5 million in order to make a profit on the show‚ Paramount seemed to be demanding $ 6 million per episode. Paramount came down to $5.5 million later. Q.2. What is NBC’s BATNA? What is Paramount’s BATNA? What is your best estimate of their respective reservation prices? Is there a ZOPA? Answer: NBCs BATNA: The fact that Paramount didn’t have a BATNA. If they switch
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Exhibit D: Profit and Loss 7 BIBLIOGRAPHY 9 ------------------------------------------------- INTRODUCTION Paramount Health and Beauty Company is set to launch a new non-disposable razor‚ Clean Edge‚ utilizing a vibration technology to improve men’s shaving experience. The new product is to be launched in the super-premium segment‚ which will mark the first time Paramount has played in this segment. Jackson Randall‚ product manager for Clean Edge‚ must decide on his product positioning strategy
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