The Benefits Of Safety Razors

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, cleanest, and smoothest shave they had encountered. All executives at Paramount agreed Clean Edge should be priced in the super-premium segment of the market. However, some executives believed Clean Edge should be launched as a mainstream entry

Paramount Health and Beauty Company (Paramount) had entered the new non-disposal razor product, Clean Edge, in 1962 and discussed the new technology on the product through the managers’ experiences. It achieved $13 billion of sales and $7 billion in gross profits for 2009.The company decided to introduce the product into men’s market where there is strong presence in comparison to women’s market. The executives of Paramount discussed the changes on this product and the direct competitors in addition to the substitute products. They are concerned on marketing and advertising the product, but they argued on the positioning strategy where to launch it as a niche or mainstream position. The executives also discussed the branding considerations and marketing budget allocations.

The company offered a new product, safety razors and blades, a product of convenience at a reasonable price. Gillette had a few lean years to establish a customer base. To attract new customers Gillette tried advertising by putting his face stamped on the thin razor blades, and then gave away the razor as a free gift. The razor was useless without the blades. The marketing gimmick of “FREE” worked! Gillette gave free razors that then created a demand for the blades. Gillette sold razors in bulk at discounted prices to banks so they could use them as give away when you opened an account, the” Shave and Save” campaigns were huge success. Gillette took it even further when he then sold to the Wrigley’s gum company; packets of coffee, tea, spices, and marshmallows. Gillette sold millions of razors at steep discount to the Army hoping the habits soldiers developed at war

The Clean Edge which is Paramount’s newest nondisposable razor has powerful influence in the market since 2010. It was improved design and used the new skills to make the razor’s properties become better than before. Lots of men like it and consider it was the closest, cleanest and smoothest.

You love the sight of his face. Why not help him keep it smooth and beautiful with the Philips Norelco Electric Shaver 2100? It costs a paltry $34, but it's a champion razor with three heads and a pop-up trimmer to boot. You'd pay more for replacement blades on some other models than you would for this quality grooming tool. And because it's cordless, Dad can carry it with him

The Gillette Tri-Glide. Finally, a manual razor that provides the efficiency of an electric razor. With this new innovative product, Gillette can revolutionize the way men shave. The Gillette Tri-Glide combines the three step process of shaving into one simple step. The secret lies within the handle of the razor; it contains two separate compartments, one holding the shaving cream and the other holding the aftershave. As you apply pressure to your face, shaving cream exits below the razor. The razor blade glides over the shaving cream, and the aftershave sprays above the razor. Gillette is the leading brand in the wet shave industry; to stay on top, it must update their razors in order to differentiate themselves from competitors and maintain

Electric razors are allowed so your body trimmer is probably good to go, and disposable razors are allowed in checked baggage as well.

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. Clean Edge’s improved design provides superior performance and hence the top management is extremely excited. They need to come up with a marketing strategy including product positioning, brand name & marketing budget allocation for the upcoming launch. Another area of concern is how to deal with the cannibalization effect on the other range of non-disposable razors sold by Paramount.

Synopsis: Gillette has long been known for innovation in both product development and marketing strategy. In the highly competitive, but mature, razor and blade market, Gillette holds a commanding worldwide market share. The peak of its innovation occurred in 2006 with the introduction of the Fusion 5-bladed razor. Today, innovation in razors and blades is thwarted by a lack of new technology and increasing consumer reluctance to pay for the “latest and greatest” in shaving technology. Gillette must decide how to put the razor wars behind them and maintain or increase its share of the global razor market.

Reducing costs. The initial cost to start shaving straight razor is a bit on the expensive side. But after all the equipment to buy, you are ready to live. You never have to buy razor blade cartridges or two-edged blades. Just give your a beautiful razor and you're good to go. The only cost you can get from there is an occasional shaving cream

* Paramount will be viewed as innovative and keeping up with competition. A company that is stagnant falls behind. Through marketing this razor to everyone, Paramount will be viewed as taking the next step to create the best razor. Currently Paramount isn’t working on any other innovative razors so this technology will have to be available to all different types of customers.

Paramount Health and Beauty Company is set to launch a new non-disposable razor, Clean Edge, utilizing a

The Indonesian economy has constantly grown within the last 20 years. However, the shaving market is still underdeveloped compared with Western markets. Hence, Gillette should provide more information to spread widely concept of shaving. Moreover, it should introduce new products to facilitate the introduction of shaving products to non-shavers and increase the frequency of shaving in current shavers.

Gillette has been successful in convincing the world that more is better, in regards to the number of blades and other features of a razor. To be successful in the

Gillette is successful because the focus on the one thing they know and that is men. They understand what men need for their grooming needs, and their products are sold all over the world (P Kotler, 2017). Gillette’s popularity has worked because of several factors, including high-quality innovation, consumer research, and mass communications. With their research, and the fact they have kept improving their product, Gillette has made many breakthrough product innovations, which should allow their success to keep increasing. In 1971, there was the Trac II, the first twin-blade shaving system, then the Atra in 1977 there was a razor with a pivoting head, and then in 1989 they developed the Sensor the first razor with spring-mounted twin blades dubbed (P Kotler, 2017). In 1998, Gillette introduced the Mach3 it was the first triple-blade system, surpassed only by the 2006 launch of the six-blade Fusion, promoted as “the best shave on the planet.” (P Kotler, 2017) It is possible that Gillette can become as successful with Women as Men due to the fact Procter & Gamble acquired Gillette in 2005 and Procter & Gamble are experts at marketing to women, due to the fact most of their lines such as dishwashing liquid, laundry detergent, and hygiene products are aim for their woman clients.