Clean Edge Razor Case Study

Clean Edge Razor MKTG600, Section 233 10/18/2012 Brief case study analysis of Paramount’s newly designed Clean Edge razor Table of Contents INTRODUCTION 2 PROBLEM STATEMENTS 2 RECOMMENDATIONS & CONCLUSIONS 3 RATIONALE & ANALYSIS 4 APPENDIX & ATTACHMENTS 6 Exhibit A: Select Non-disposable Razor Brand Prices 6 Exhibit B: Non-Disposable Razor Unit & Dollar Market Share by Brand: 2007-2010E 6 Exhibit C: Financial Forecasts: Alternative Positioning Scenarios

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

the non disposable razors and became the leading brand. As per Paramount two lines of products have been shown the Paramount pro and Paramount Avail, which generated a revenue of $ 170 million, with a gross profit of $ 92 million during the 2009 in United States Paramount Pro was positioned in a moderate segment, and Paramount Avail was considered as a value segment. The United States razor market

Case study: Clean Edge Razor- Splitting Hairs in product positioning 2/12/2013 Group 5 * Radhika Nadkarni * Rishi Ranjan * Sujoy Chakrabortty * Sumanta Chatterjee * Suresh Panigrahi * 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. This

Marketing Case Analysis - Clean Edge Razor Case - Team members * Min Woo Song * Yang-hee Park * Yekaterina Li * Onofre C. Mateo * Khanan Pinnoi Clean Edge Razor Case 1. What changes are occurring in the non-disposable razor category? What are the strategic life cycle challenges for Paramount’s current products as well as for Clean Edge? Assess Paramount’s competitive position. (1) Market growth in super premium segment Non-disposable razor experienced approximately

Clean Edge Razor Splitting Hairs in Product Positioning 1 Index 1. Synopsis ……………………………………………………………………………………………….. 3 2. Situation Analysis…………………………………………………………………………………. 3 3. Alternative Evaluation………………………………………………………………………….. 4 4. Position Strategy, with explanation……………………………………………………… 5 5. Marketing mix………………………………………………………………………………………. 6 6. Expected Outcomes……………………………………………………………………………… 8 7. Appendices…………………………………………………………………………………………… 9 - 22 2 Synopsis: Based

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 closest

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

Semiotics is defined as the study of symbols and signs as elements of communicative behaviour (Nöth 476). A sign comprises of two main parts, namely signifier and signified. The signifier refers to any objects, image, or words on a page whilst signified is the concept the sign reflects. Gillette Advert The signifier in the Gillette advertisement is represented by a naked man’s torso with contours similar to a landscape. It is clear that the torso is of man not a woman because of the masculine

needed to manufacture its products effectively, and a formulaic, integrated marketing strategy. Gillette prided itself on its innovations in shaving technology and its ability to persuade consumers to trade up as new improved versions of existing razors were launched. In 1990, the Gillette Sensor represented a breakthrough in shaving systems technology with its twin blade cartridge. This