About wikiwealthcom wikiwealthcom is a collaborative research and analysis website that combines the sum of the world's knowledge to produce the highest quality research reports for over 6,000 stocks, etfs, mutual funds, currencies, and commodities. 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. Clean edge razor splitting hairs in product positioning mba8145-marketing management alpharetta, summer-2011 gsu individual case analysis the non disposable razor category market is entering a new phase with technology products and new entrants posing a threat to capture paramount’s market share.
Depilatoriesparamount paramount’s products paramount avail paramount pro clean edge market situation goodmarket targeting emotional shavers aesthetic. Clean edge, inc, founded in 2000, serves corporate, utility, and financial clients working to transition to a clean-energy economy the firm is a clean-tech stock indexing pioneer, having published its first index with nasdaq in 2006. Before introducing the paramount clean edge, they offered two lines of non-disposable products in this category those two products were the paramount pro and the paramount avail the paramount pro is positioned in the moderate segment and the paramount avail was positioned in the value offering segment.
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. With the entrance to the nondisposable razor market in 1962, paramount is currently offering two lines of nondisposable razor and refill cartridges by utilizing new vibrating technology, paramount plans to introduce a new nondisposable razor, clean edge,. Clean edge razor case analysis prepared by: chirag barhate jaydeep joshi deep dey dibyayan das kalluri dashmanth reddy gaurav gupta case overview paramount health and beauty company where male grooming was given more attention and the frequency of purchase increased due to sponsored articles regarding advantages. 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.
Paramount have invented a brand new, innovative razor, but are unsure how to position it in the market paramount clean edge razor 000 thecasesolutionscom paramount clean edge razor 000 thecasesolutionscom problem identification paramount have invented a brand new. Under niche, clean edge will complement the existing products under the paramount brand, provide less risk of cannibalization, use less marketing expenditures, yet will be priced at a higher rate of $1299 a razor and $1050 per. Paramount’s consumer research identified distinct segmentation in terms of product benefits and consumer behavior % of non- disposable razor users are segmented as involved razor users, social/emotional shavers 28% as involved razor users, aesthetic shavers and 33% as uninvolved razor users, maintenance shavers. Clean edge razor case analysis luiz dantas marketing management professor maryjo radosevich background/situation 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 paramount pro customers may shift to purchasing the clean edge razor, therefore siphoning off customers from pro to clean edge randall’s team runs potential scenarios of product cannibalization, which point to the clean edge razor taking 60% of sales from the paramount pro and paramount avail lineup. Paramount cannot afford in failing to inadequately implement clean edge products in the super-premium razor market but if we appropriately engineer three factors: branding, positioning and accurately allocate a marketing budget we can be successful in the launch of clean edge. 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.
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. 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. Given the recommendations just presented, below is the corresponding rationale behind each of them 1) the risk of cannibalization that paramount faces in the mainstream launch of the clean edge razor stems from the competition the new product would face against the company’s preexisting cash cow items, pro and avail.
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. Clean edge case questions 1 what changes are occurring in the non-disposable razor category assess paramount’s competition position (strengths, weaknesses, opportunities, threats) the market for non-disposable razors has been growing over the years. 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. Clean edge razor 54 contingency plan 21 60 conclusion 23 10 introduction paramount health and beauty company (paramount), a leading name in consumer’s health, cleaning, beauty and grooming, is all set to launch a new non-disposable razor with cutting edge technology aims to improve men’s shaving experience.