with the cannibalization effect on the other range of non-disposable razors sold by Paramount. It is very important to 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
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SUMMARY: Paramount is planning to launch a new nondisposable razor ‘Clean Edge’ which has an improved design and provides a superior performance by utilizing a vibrating technology that that stimulates hair follicles lifting them from the skin and allows a more thorough shave. CURRENT MARKET SITUATION: Launching a nondisposable razor in the super premium market is a brilliant move as: a) Paramount has a respected brand image in the razor market through its two already existing brands 1) Paramount
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[pic] CONTENT 1. To start with 2. Database Marketing a. Consumer Data b. Business Data 3. Difference between direct marketing and database marketing 4. Why database marketing is increasing so rapidly? a. Greater use of market segmentation b. Emphasis on service and customer relationship management c. Changes in media d. Changes in distribution structure and power e. Lifestyle and demographic trends
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1 There have been many changes in the 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
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be beneficial to Paramount. The merger would provide Paramount operational synergies. Though both companies having publishing arms‚ Time is strong in magazine publishing – notably Time and Sports Illustrated – while Paramount is strong is paperback and hardcover publishing. The merger would create positive economies of scope for the new company‚ with its greater diversification in the publishing business. Organic growth in this area would be much more difficult for Paramount‚ due in part to entry
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cleaning‚ beauty and grooming. Currently Paramount is offering two types of non –disposable razors and refill cartridges- Paramount pro and Paramount avail former is in positioned in moderate segment and later is considered as value offering. With these two products‚ Paramount is a market-leader in razor segment. Two close competitors of Paramount are Benet & Klein and Prince. These brands have their products in super- premium segment also on the other hand paramount have only in moderate and value
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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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Jackson Randall‚ 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
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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 fit. There are several factors which would play an important role in
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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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