Due to the heavy emphasis on advertisement, consumers in this category have become well informed making it easier for consumers, shavers to switch across brand in order to evaluate new products. Develop and articulate the positioning strategy for clean edge target segment, frame of reference pop, pod, value proposition, reasons to believe. Complete beginners guide to straight razors cut throat club. In 2007, clean edges ron pernick and clint wilder authored the clean tech revolution. One strategy is to release clean edge as a niche product, targeting the highend market of fastidious groomers.
Get help on this questiontalk to a marketing tutor in under 5 minutes. Splitting hairs in product positioning paramount entered non disposable razor market in 1962. Splitting hairs in product positioning essay 1247 words 5 pages. As the case points out, both niche and mainstream strategy will help paramount to raise its market share in superpremium non disposable razor segment. Clean edge razor case study presentation by semaan obeid on.
Read clean edge razor case analysis free essay and over 89,000 other research documents. An edging blade provides extra precision in hardtoreach spaces, and an ergonomically designed handle gives the user added control. Splitting hairs in product positioning on august 9, 2010, 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 twoway mirror. Nov 23, 2014 read clean edge razor case analysis free essay and over 89,000 other research documents. You wander around the flea market and found a vintage safety razor and wondering how to clean a vintage safety razor like this one. Clean edge razor case study free download as powerpoint presentation. The overall wellbeing of the company marketing challenge marketing budget. Get help on this questiontalk to a marketing tutor in under 5.
Clean edge razor lars semb maalenjohansen prof martin mrkt. In the end, all business operations are reduced to three words. In most courses studied at harvard business schools, students are provided with a case study. Basic quantitative analysis for marketing hbs 9584149. The direct competition product positioning analysis product release challenges the first new release in 5 years. The fast growing industry will propel clean edge to gain popularity and. Meet the perfect combination of speed and userexperience in touchfree car wash technology. To provide precise marketing and advertising advice, this report begins with a summary elaborating on the components regarding the current situation of paramount and current u. Clean edge razor free download as powerpoint presentation. Splitting hairs in product positioning 1 how is the nondisposable razor market segmented. If you have a reusable razor, you already know you should clean it periodically, maybe every time you change blades. Clean edge razor case niche vs mainstream only half part. This report will then assess competitors positioning, cannibalization. Major hbr cases concerns on a whole industry, a whole organization or some part.
If you are like me, finding a good and clean vintage safety razor is a dream come true. The next big growth and investment opportunity and in 2012, pernick and wilder authored a sequel called clean tech nation. Paramount clean edge razor competes in the fast growing nondisposable razor category and refill cartridge category. Clean edge razor paramount health and beauty company, known as paramount, is a global consumer products giant with four corporate divisions including health, cleaning, beauty and grooming. Clean edges improved design provided superior performance by utilizing a vibrating technology to stimulate hair follicles and lift the hair from the skin providing a more thorough shave. Keeping your straight edge razorsharp is critical to ensuring your razor is able to continue giving you the closest possible shave.
Clean edge razor case analysis luiz dantas marketing management professor maryjo radosevich backgroundsituation 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 twoway mirror. The company has already decided to introduce clean edge into the mens market where it has a strong presence. A few swipes across the face and women will be falling at your feet over your smooth jawline. It is important to keep your safety razor clean for many reasons and in this article, i will show you how to do that. Clean edge razor case study presentation by semaan obeid. Use niche market positioning concept randall should use the niche market positioning concept. And because a good safety razor should last a lifetime, we highly recommend you get. If youve never used one before, fortunately, figuring out how to shave with a safety razor only requires a few simple steps. The razor edge comes equipped with all our reliable razor components, plus an intense customer experience. Apr 26, 2012 click on a datetime to view the file as it appeared at that time. Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy. It entered the nondisposable razor market in 1962 and became a prestigious brand. Scribd is the worlds largest social reading and publishing site. Clean edge razor paramount health and beauty company, known as paramount, is a global consumer products giant with four.
Mechanic daily full length interior detail duration. Razor market can be broken up into several categories non disposable razor refill cartridges disposable razors. The clean edge razor, after years of development, was set to be launched. Paramount clean edge razor case solution and analysis, hbr. Splitting hairs in product positioning problem a wellknown health and beauty company, paramount is launching a hightechnology nondisposable razor, clean edge. In 2007, clean edge s ron pernick and clint wilder authored the clean tech revolution. Clean edge razor case study market analysis brand scribd. The innovative new design of clean edge provides superior performance by stimulating the hair follicles to lift.
Clean edge razor case study analysis essay 1845 words. Clean edge is a nondisposable razor with a vibrating technology allowing for a more thorough shave. Effective class participation includes your 1 asking questions about concepts you have either not understood from the book or agree or disagree with. What are the arguments associated with launching clean edge as a. It looks so gloomy that you want to take it home and cheer it up. Shaving with a safety razor seems to be making a comeback. Splitting hairs in product positioning case solution briefing. Paramount clean edge allow paramounts name to receive top billing matches the overall corporate strategy of building the paramount name equity clean edge razor case analysis by. Clean edge razor splitting hairs in product positioning. Jackson randall was the product manager for clean edge. According to table a, nondisposable razors and refill cartridge experienced a 5% and 2% growth respectively from 2007 to 2010 due to the product innovation. The clean edge razor is the first nondisposable razor produced by paramount that has a technological innovation.
How to clean and care for your favorite double edged safety razor. It has four divisions which include health, cleaning, beauty and grooming. Clean edge razor splitting hairs in product positioning case solution,clean edge razor splitting hairs in product positioning case analysis, clean edge razor splitting hairs in product positioning case study solution, clean edge razor. Mainstream positioning strategy more emphasis on the paramount name e. The innovative new design of clean edge provides superior performance by stimulating the hair follicles to lift the hair from the skin, allowing for a closer shave. What you may not know is instead of fancy cleaners, a quick soak in white. The non disposable razor market the non disposable razor market can be segmented by 2 ways. The market of nondisposable razor and refill cartridges is divided into three segments of superpremium, moderate and value based on the price and quality of the product.
Paramount will get a lot of advantages by positioning in niche market. Describe each segment the nondisposable razor market is divided into three segments. Marketing management case analysis clean edge razor. Note that the quality of your participation is what counts, not the amount you participate in each class. To shavers and groomers, paramount clean edge is the brand of global personal care products, that provides the closest and smoothest shave because it is composed of ultrathin five blade design and vibrating technology proved to be the most innovative in the nondisposable razor market.
After three years of development, paramount health and beauty company is preparing to launch a new technologically advanced vibrating razor called clean. Edge razor with refills the edge razor is a durable razor with 4 titaniumcoated blades that stay sharp to reduce irritation. Clean edge razor case niche vs mainstream only half part solution. The 2010year is good for launching new edge, because the malespecific grooming products and nondisposable razor markets are both in their growing stages. Splitting hairs in product positioning prepared by. Clean edge razor splitting hairs in product positioning case. Clean edge razor lars semb maalenjohansen prof martin. Value moderate superpremium when we categorize these segments we look into price and quality. The idea is to broadcast a message that will reach the largest number of people possible. Clean edge razor case analysis by nicole ng on prezi. Keep in mind the hygienic rules, after each strop, wipe the razor clean. Our mission is to provide effective marketing, print and media solutions for our clients. Splitting hairs in product positioning case solution. Clean edge razor case study analysis d2nv1dd73ynk idocpub.
With its improved design, clean edge provides superior performance by utilizing a vibrating technology to stimulate hair follicles and lift the hair from the skin, allowing for a more thorough shave. Splitting hairs in product positioning hbs 4249 pdf eng note. Clean your reusable razor in a snap with a white vinegar soak. Jun 07, 2017 this feature is not available right now. Clean edge razor kelompok 7 mm kelas 27c dian atika, rafika, rery indra kusuma clean edge razor 2. Click on a datetime to view the file as it appeared at that time. Between 2009 and 2010, advertising expenditures increased by 39%. Paramount is relying on the clean edge razor to increase sales and earn more market share in the nondisposable razor category. Therefore, clean edge is recommended to be positioned into the niche market and target involved razor users both socialemotional shavers and aesthetic shavers. While a leather strop is able to realign the edge it does not actually sharpen the. This case study deals with product positioning for the clean edge razor as dealt with by jackson randall, its product manager.
We work diligently to earn your trust in order for that partnership to be successful. Paramount entered the nondisposable razor market in 1962 and quickly became a market leader. Paramount health and beauty company is in the process of launching a new technologically advanced nondisposable razor clean edge. Jackson randall, the product manager for clean edge, struggles with how best to position the product for the launch. Positioning clean edge as a mainstream product will prevent loyal paramount customers from leaving and becoming more interested in other products. Clean edge razor case summary main issue problem statement analysis recommendation 3. Since 2009, it was the unitvolume market leader for nondisposable razor products. After three years of development, paramount health and beauty company is preparing to launch a new technologically advanced vibrating razor called clean edge. Firstly it can be segmented into traditional pricequality segments of super premium, moderate and value.
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