Clean Edge Razor Splitting Hairs in Product Positioning

978 Words4 Pages
Clean Edge Razor Splitting Hairs in Product Positioning 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 products as well as Clean Edge? The non-disposable razor category has seen changes in the recent years. * Advertising expenditures increased significantly for newer and smaller players to grab the market share whereas established players did not increase it significantly. * Male grooming product seemed to be a bright spot in the industry with the advent of male-specific personal care products that outpaced the growth in women’s beauty market * 5% growth per year from 2007 to 2010, attributed to…show more content…
In other hand, launching as a “niche” positioning, would be a lot cheaper. Also, the company could use the market penetration of the brand to help consumers buy the product. A product launch in other paramount product categories indicated a considerable portion of the volume sales by fir clean edge could come at an expense of paramount Pro and avail. According to statistics, 60% of the clean Edge sales would likely come from current Pro/Avail customers in mainstream positioning scenario and 35% of clean edge sales would likely to come from current pro/avail customers in a niche positioning scenario. Launch “Clean Edge” as a “niche” product. This would help paramount to become a revolutionary leader in non-disposable segment, focusing on highly involved, fastidious groomers looking for a superior shaving experience. The Super-premium category will allow Paramount to charge a higher price and consequently make more profit. Also, this would not cannibalize its existing products. For calculations, please refer to the appendix below.

More about Clean Edge Razor Splitting Hairs in Product Positioning

Open Document