Case Brief #1 : Clean Edge Razor
October 29, 2013
1. Problem Statement: Paramount Health and Beauty Company having difficulty to choose position their new product (Clean Edge) in the market.
2. Situation Analysis:
Company (Paramount Health and Beauty Company) * Paramount is a respected brand in the industry since 1962 * Paramount offered two lines of nondisposable razors and refill cartridges. The Paramount Pro for moderate segment and the Paramount Avail for a value offering * Paramount is ready to launch newest nondisposable razor, Clean Edge * Clean Edge is improved by utilizing a vibrating technology to stimulate hair follicles and lift the hair from the skin * Paramount would be the first company to
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Context * Nowadays, consumers are becoming more sophisticated and they tends looking for new technologies (innovation and creation). They invest more money to buy the products that would satisfy their needs. The old law of business said that a satisfied customer brings ten more.
3. Alternatives:
Option One : A Niche product
A niche product is made and marketed for use in a small capacity and specialized, but very profitable. Niche strategy targeting the most intensely involved super-premium consumers who look for superior skin care products.
Option Two : A Mainstream Brand
A mainstream brand require a higher marketing budget in order to reach larger target.
Conclusion:
This option which using mainstream brand assumes that Paramount will get higher revenue rather than using niche strategy. On the other side, Paramount still thinking to use this strategy because of the high cost and given that the strategy using more marketing support and $42 million marketing budget would be needed for one year. Paramount should pursued this strategy, unless the cost of marketing budget could not be cover by sales revenue of Clean Edge.
4. Recommendation:
After review the information on past and estimated in the future, company, products, competitors and branding, I recommend the following strategy: * Paramount should taking mainstream brand * Maintain a lower price than competitive
In fact, because Clarisonic was originally inspired by the line of Sonicare toothbrushes, looking to other related fields that employ the same technology will be beneficial as well. The company must also be aware of trends in the market concerning focus areas for beauty treatments. Currently, anti-aging is one of the most sought-after traits in topical treatments, so Clarisonic should respond to this trend by expanding and improving its line of anti-aging products. Doing so will enable the company to develop more appealing complimentary products.
Preoperative hair removal with razor shaving predisposes patients to skin injuries which increase postoperative wound infection rates. The study found that injuries and resulting wound infections are decreased when depilatory cream is used for hair removal.
Marketplace, especially in technology business is growing fast and constantly bringing the new offers to the consumers. As a society we have an ongoing strive for newer and better things. It’s a part of the nature and it might seem like a race, but we tend to think that we can always have something improved. We get a phone, but the new model comes out a month later. We are most likely to go and get the new one, because it has more functions than our other phone. Do we really need that new phone? Probably not, but it’s the need for the newer and better things that will always be there and rule the marketplace. It is a great opportunity for the businesses to grow and to satisfy the consumer’s needs.
Epilation works better as it plucks your hairs out unlike shaving. Shaving only cuts hairs at the skin level making it shorter. On that case epilation is better as it leaves you hairless for longer period and won’t accidentally cut yourself like when you shave. Both epilation and shaving are easy methods employ in removal of hair. However, how to operate epilators effectively can be challenging for beginners. Once the knowledge is absorbed, they are non- messy and will work safely for me without accidents unlike how you could cut yourself with razors. Also, epilators are real life savers as being unplanned person. Things spruce up at pinpoint. At moments like these, you will have smooth silky legs in at most 30 minutes. Its cooling pack and
Laser hair removal is one of the most common cosmetic procedures used today to remove unsightly body hair. The process uses pulsed laser light to target problem areas such as the upper lip, chin, bikini line and legs for women and the chest and back for men. This procedure effectively destroys the hair follicle so that unwanted hair does not grow back while ensuring the surrounding area skin is untouched.
However, this is for good reason. The Pulsonic is one of the most popular and well built shavers ever created. The Pulsonic offers many great features other shavers don’t. First off, it offers three different modes for individual users, from sensitive to intensive. For those that suffer from razor burn often, changing the mode to sensitive can be the difference between a smooth shave or a painful one. The head of this razor is also flexible, letting it adapt to anyone’s face. It is one hundred percent waterproof and runs for up to 50 minutes on a single charge. Also included is Braun’s great Advanced Clean & Charge
PowerFlex 360 degree and ActiveContour combine to let you find the best shaving angle, while keeping the rotary head in close contact with your skin. Whether you're shaving on the neck and chin area, and trimming your sideburns, the electric razor adapts to your needs.
This Pain-Free, Hair-Free method of treatment lets you enjoy the smooth, silky feeling of your baby-soft skin free from stubble and unsightly hairs - and the best part is that it takes fewer and fewer treatments to achieve the results you want.
The final way to increase a customer 's likelihood in making that purchase is Innovation. In this scenario a company focuses on "The Next Big Thing (Marketing, 2006)."
Although few other competitive companies exist, through the years Gillette has become so famous and rigid that it is a household name now. Given this lack of competition, Gillette has the freewill to do almost anything. Their ads now give more attention to the product system rather than focusing on the market. The Gillette Mach3, a modern ad is very simple, and pictures the Gillette blade and mentions its features (Mach 3 Shaving System). Although the ad is very simple in nature, Mach3 is the most sold Gillette product. Thus, owing to low competition and the comfort and uniqueness of the Gillette products, the demand is very high, regardless of the plain features of the ads.
Savvy uses Candela GentleLASE® for laser hair removal and our laser works best is lighter skin tones with darker hair follicles. Savvy offers the benefits of long-lasting smooth skin at affordable pricing. During laser treatments, most clients experience mild discomfort with the GentleLASE® Dynamic Cooling Device (TM) or DCD. The DCD device sprays the skin
For years razor blade buyers have been subject to an irritating shopping experience. Mainstream brands like Gillette charge little or nothing for razor handles, then overcharge for the blades, to the point where stores keep them in locked cases.
* Entry in the Niche Segment - Till now, Clean Edge hasn 't been a player in the niche market. This will be their first product, thus opening up more business avenues.
Epilating is considered to be more efficient than waxing. Epilator device removes hair in all parts of the body disabling re-growth for 4 weeks. The smoothness acquired through this method is incomparable.
Lift-Tech Foils have conical shaped edges that are reversed to raise and trim hair regardless of how flat laying they are