A well-known health and beauty company, paramount is launching a high-technology nondisposable razor, clean edge they are searching for the most efficient way to gain market share. Clean edge razor: splitting hairs in product positioning thank you by: alyssa gervasio, jiazhao li, cheryna mangila, lorin qin, donovan tait company background paramount health and beauty company is a global consumer product giant that offers product lines in areas such as health, cleaning, beauty, and grooming. Clean edge razor 2 summary of the background and facts this case is an analysis of the techniques paramount health and beauty company engaged in to determine the positioning of its newest product, a non-disposable razor entitled “clean edge”, in a very competitive market (quelch & beckham, 2011, p 1. View clean edge razor splitting hairs in product positioning from marketing mk4200 at georgia state university running head: clean edge razor 1 clean edge razor: splitting hairs in product. Clean edge razor splitting hairs in product positioning mba8145-marketing management alpharetta, summer-2011 gsu individual case analysis the non disposable razor market had a significant growth only in super-premium segment paramount’s clean edge should compete with radiance naiv in test markets.
Clean edge razor: splitting hairs in product positioning case analysis marketing concepts problem/decision identified this case is about ‘strategic positioning’ decision dilemma of a newly developed technologically advanced productthe product manager randall of paramount health and beauty company- a global player in health and beauty industry is faced with an intriguing question of how to. Clean edge razor: splitting hairs in product positioning | 4249 harvard business school | briefcases 3 the intensity of involvement with the product varied significantly among consumers there was a group of consumers that paramount labeled as “maintenance shavers” who were almost completely disinterested in the product category.
4249 | clean edge razor: splitting hairs in product positioning 2 briefcases | harvard business school the us razor market background the us razor market could be broken up into several categories, including nondisposable.
Clean edge razor: splitting hairs in product positioning case solution 1 briefly describe the current situation of clean edge by articulating up to six key insights from the information presented in the case about the current situation.
Positioning clean edge as mainstream product will help prevent loyal paramount customers from being wooed away to more innovative brands main stream razor unit volumes are expected to capture over three times the volumes of the niche market in the first year.
Jackson randall, the product manager for clean edge, struggles with how best to position the product for the launch one strategy is to release clean edge as a niche product, targeting the high-end market of fastidious groomers looking for superior skin care products another strategy is to release the product into the highly competitive mainstream razor market where the product can be positioned as the most effective razor available. The most effective proposition for clean edge, in consideration of design, cost, and its overall influence to the company, is to become a niche product clean edge razor: splitting hairs in product positioning.