The clean edge razor is the first nondisposable razor produced by paramount that has a technological innovation. The next big growth and investment opportunity and in 2012, pernick and wilder authored a sequel called clean tech nation. Firstly it can be segmented into traditional pricequality segments of super premium, moderate and value. It has four divisions which include health, cleaning, beauty and grooming. Clean edge razor case summary main issue problem statement analysis recommendation 3. After three years of development, paramount health and beauty company is preparing to launch a new technologically advanced vibrating razor called clean.
Clean edge razor case niche vs mainstream only half part solution. Paramount will get a lot of advantages by positioning in niche market. Paramount clean edge razor competes in the fast growing nondisposable razor category and refill cartridge category. 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. One strategy is to release clean edge as a niche product, targeting the highend market of fastidious groomers. We work diligently to earn your trust in order for that partnership to be successful. You wander around the flea market and found a vintage safety razor and wondering how to clean a vintage safety razor like this one.
It looks so gloomy that you want to take it home and cheer it up. In the end, all business operations are reduced to three words. Nov 28, 2014 the company has already decided to introduce clean edge into the mens market where it has a strong presence. Clean edge is a nondisposable razor with a vibrating technology allowing for a more thorough shave. While a leather strop is able to realign the edge it does not actually sharpen the. If you have a reusable razor, you already know you should clean it periodically, maybe every time you change blades. Clean edge razor case analysis by nicole ng on prezi. This case study deals with product positioning for the clean edge razor as dealt with by jackson randall, its product manager. The overall wellbeing of the company marketing challenge marketing budget. Shaving with a safety razor seems to be making a comeback. Paramount clean edge razor case solution and analysis, hbr. The direct competition product positioning analysis product release challenges the first new release in 5 years. Jackson randall, the product manager for clean edge, struggles with how best to position the product for the launch.
This report will then assess competitors positioning, cannibalization. Splitting hairs in product positioning paramount entered non disposable razor market in 1962. Mechanic daily full length interior detail duration. 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. After three years of development, paramount health and beauty company is preparing to launch a new technologically advanced vibrating razor called clean edge. 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. Our mission is to provide effective marketing, print and media solutions for our clients. Clean edge analysts are regularly quoted in the media and the firm has offices in the san francisco bay area and portland, oregon. Razor market can be broken up into several categories non disposable razor refill cartridges disposable razors. Mainstream positioning strategy more emphasis on the paramount name e.
Jackson randall was the product manager for clean edge. Develop and articulate the positioning strategy for clean edge target segment, frame of reference pop, pod, value proposition, reasons to believe. 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. Apr 26, 2012 click on a datetime to view the file as it appeared at that time. 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. Nov 23, 2014 read clean edge razor case analysis free essay and over 89,000 other research documents. Paramount health and beauty company is in the process of launching a new technologically advanced nondisposable razor clean edge.
Edge razor with refills the edge razor is a durable razor with 4 titaniumcoated blades that stay sharp to reduce irritation. Splitting hairs in product positioning case solution. 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. Effective class participation includes your 1 asking questions about concepts you have either not understood from the book or agree or disagree with. Positioning clean edge as a mainstream product will prevent loyal paramount customers from leaving and becoming more interested in other products. In 2007, clean edges ron pernick and clint wilder authored the clean tech revolution.
Marketing management case analysis clean edge razor. Basic quantitative analysis for marketing hbs 9584149. Clean edge razor case study analysis essay 1845 words. The innovative new design of clean edge provides superior performance by stimulating the hair follicles to lift. Clean edge razor case niche vs mainstream only half part. 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. Paramount is relying on the clean edge razor to increase sales and earn more market share in the nondisposable razor category. If you are like me, finding a good and clean vintage safety razor is a dream come true.
Clean edge razor free download as powerpoint presentation. As the case points out, both niche and mainstream strategy will help paramount to raise its market share in superpremium non disposable razor segment. In most courses studied at harvard business schools, students are provided with a case study. If youve never used one before, fortunately, figuring out how to shave with a safety razor only requires a few simple steps.
Splitting hairs in product positioning problem a wellknown health and beauty company, paramount is launching a hightechnology nondisposable razor, clean edge. The subjects were testing out paramounts newest nondisposable razor, clean edge. Splitting hairs in product positioning essay 1247 words 5 pages. Meet the perfect combination of speed and userexperience in touchfree car wash technology. Clean edge razor case study presentation by semaan obeid on. Keep in mind the hygienic rules, after each strop, wipe the razor clean. 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. The fast growing industry will propel clean edge to gain popularity and. The clean edge razor, after years of development, was set to be launched. In 2007, clean edge s ron pernick and clint wilder authored the clean tech revolution. It is important to keep your safety razor clean for many reasons and in this article, i will show you how to do that. 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.
Describe each segment the nondisposable razor market is divided into three segments. Clean edge razor lars semb maalenjohansen prof martin mrkt. Complete beginners guide to straight razors cut throat club. Click on a datetime to view the file as it appeared at that time. Get help on this questiontalk to a marketing tutor in under 5. 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. Paramount entered the nondisposable razor market in 1962 and quickly became a market leader. Keeping your straight edge razorsharp is critical to ensuring your razor is able to continue giving you the closest possible shave. Major hbr cases concerns on a whole industry, a whole organization or some part.
It entered the nondisposable razor market in 1962 and became a prestigious brand. 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. 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. A few swipes across the face and women will be falling at your feet over your smooth jawline. Therefore, clean edge is recommended to be positioned into the niche market and target involved razor users both socialemotional shavers and aesthetic shavers. Get help on this questiontalk to a marketing tutor in under 5 minutes. The idea is to broadcast a message that will reach the largest number of people possible.
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. Clean edge razor case study free download as powerpoint presentation. How to clean and care for your favorite double edged safety razor. 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.
Clean edge razor splitting hairs in product positioning. And because a good safety razor should last a lifetime, we highly recommend you get. Splitting hairs in product positioning 1 how is the nondisposable razor market segmented. Clean edge razor splitting hairs in product positioning case. Splitting hairs in product positioning prepared by. Splitting hairs in product positioning case solution briefing. 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. Clean edge razor lars semb maalenjohansen prof martin.
The razor edge comes equipped with all our reliable razor components, plus an intense customer experience. Clean edge razor case study market analysis brand scribd. Scribd is the worlds largest social reading and publishing site. Note that the quality of your participation is what counts, not the amount you participate in each class. Clean your reusable razor in a snap with a white vinegar soak. The non disposable razor market the non disposable razor market can be segmented by 2 ways. Splitting hairs in product positioning hbs 4249 pdf eng note. Between 2009 and 2010, advertising expenditures increased by 39%. What you may not know is instead of fancy cleaners, a quick soak in white. Use niche market positioning concept randall should use the niche market positioning concept.
Clean edge razor case study presentation by semaan obeid. Clean edge razor paramount health and beauty company, known as paramount, is a global consumer products giant with four. An edging blade provides extra precision in hardtoreach spaces, and an ergonomically designed handle gives the user added control. The 2010year is good for launching new edge, because the malespecific grooming products and nondisposable razor markets are both in their growing stages. Read clean edge razor case analysis free essay and over 89,000 other research documents. Clean edge razor case study analysis d2nv1dd73ynk idocpub. The company has already decided to introduce clean edge into the mens market where it has a strong presence.
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