The Product Of The Super Premium Segment

3) What are the arguments for launching Clean Edge as: a) a niche product; and b) a mainstream brand? Which would you recommend? What are the strategic implications of your recommendation?

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 quality of the meat that is fed to children in school and at the fast food restaurants is, in some cases, horrendous. "The animals used to make about one quarter of the

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

Hearst and the business team have three options, on one hand a line extension or new product positioned against Plax could be introduced into the market and in the other hand doing nothing and just looking at claims other than “breath” instead of adding a new product. Launching a new product “new pre-brushing rinse,” for example would cannibalize a part of Scope sales, also the delivery, marketing and capital costs of P&G will increase if a new rinse was launched and the user of Scope would be confused since he/she saw in the old scope a breath refreshment, taking into consideration that the new rinse is not any better than Plax in reducing plaque, but at the same time it may increase the market share of P&G and increase its profit. Whereas adding a new claim for Scope would not increase the volume of sales, but it could prevent current users of Scope to switch and it would stabilize the

The Regional Food Manager for Ye Olde FoodKing Company has retained Mark Craig of Blue Steel Consulting to perform a regression analysis to forecast demand of your product. The four characteristics readily available included price, competitors’ price, average income, and market population. The results of each regression analysis are presented at the end of this memo. The remainder of this memo describes the regression analysis used and limitations to the data available. Running a regression provides a statistical procedure to estimate the liner dependency of one or more

Western diet and culture are responsible for the increase of global meat consumption, over the last few decades. This is why the global trend of moving “towards concentrated animal feeding operations is expected

The meat industry today is not what it was nearly a century ago. While improvements are thought to have been made, an ever changing society has brought upon new problems that have been piled on to the previously existing ones. While these problems are not like those found in The Jungle, they do parallel how by exposing what is going on in the meat industry; new regulations would be the answer to the noted problems. The increased demand for meat has made it a rushed mutated production instead of a means to raise livestock for consumers. Taking into consideration the demand for cheap meat that will be used for in quick and high demanded products such as frozen and fast food, this demand of meat has greatly skyrocketed. Animals whose sole

The case points out that Gillette’s competitors were quick to copy new products. The launch of Sensor will be a breakthrough in the market and will introduce a new product category the “cartridge laser cut razor with superior quality”. Therefore it is essential for Gillette to protect their new product by pursuing patent enforcement, as they already have. This way will Gillette retain its competitive advantage and will re-introduce and position itself as a technology leader.

The biggest impediment is that the Clorox enters an already existing market and the dominant market leader, PUR, has well developed its “PUR Ultimate” system. Moreover Procter & Gamble are about to take control over PUR. It is also likely that the sale of

In terms of sales and marketing, we adapted our strategy based on how the products played in each segment. Our strategy was to spend efficiently in marketing & sales to keep the customer awareness and accessibility high for the premium products, while maintaining a decent level of awareness and accessibility in other segments.

* Money spent on advertising. Based on the pro forma; it would cost roughly $12million more to advertise to the mass market. This is risky if the Clean Edge Razor doesn’t do as well as forecasted.

competitors in the at-home market. In my opinion, this is marketing-mix problem and the end goal

For this reason, Gillette has always been trying to innovate in the market with new products. But they did not want their product to be bought just because they are a novelty but because it was perceived by the customer as a good quality product and have a staying power and product loyalty. This can be illustrated by the launch of the “Fusion” product by

Since the product is being positioned in the mainstream segment it would be better if it is named “Paramount Clean Razor” because this helps customers relate with the brand and would be easier for it to compete with Naiv since it is a recognized brand in this