Questions on Clean Edge Razor

1062 Words Feb 7th, 2018 4 Pages
Step 2: Weight Each Factor.
Step 3: Rate Segments on Each Factor, Plot Results on Matrices.
Step 4: Project Future Position for Each Segment.
Step 5: Choose Segments to Target, Allocate Resources.

The U.S. disposable razor market can be broken up into five major market segments. These segments include:
Nondisposable razors
Refill Cartridges
Disposable Razors
Shaving Cream
Depilatories
Further segmentation in the nondisposable razor can offer even better insights into the competitive landscape. There are basically three categories of razors in this segment which include super premium, moderate, and value. The moderate category captures the most revenue (44%) as well as the most volume of sales (43%). Even further segmentation reveals that some consumers are "maintenance shavers" who were completely disinterested in the product's marketing and features. Another type of shopper was identified as the "social/emotional" shaver who could be swayed by marketing and an "aesthetic" shaver who focused on the quality of the shave and the product's performance.

Niche
Niche Competitiveness
Niche Size
Niche Growth
Total
Premium
3
2
3
8
Moderate
5
5
4
14
Value
5
2
2
9

What changes are occurring in the…

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