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    Case Analysis Clean Edge Razor

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    03232007798
    Paramount is a global consumer products company that entered the non-disposable razor market in 1962 and currently has a 23.3% market share. It faces competition from Prince, Benet & Klein, and Radiance. The razor market can be divided into value, moderate, and super premium segments based on price and quality. Paramount's existing products are positioned in the moderate and value segments. To gain more market share, the document recommends that Paramount create innovations to attract consumers in the moderate segment, which has higher sales volumes and the potential for mass appeal, despite facing high competition.

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    Case Analysis Clean Edge Razor

    Uploaded by

    03232007798
    313 views9 pages
    Paramount is a global consumer products company that entered the non-disposable razor market in 1962 and currently has a 23.3% market share. It faces competition from Prince, Benet & Klein, and Radiance. The razor market can be divided into value, moderate, and super premium segments based on price and quality. Paramount's existing products are positioned in the moderate and value segments. To gain more market share, the document recommends that Paramount create innovations to attract consumers in the moderate segment, which has higher sales volumes and the potential for mass appeal, despite facing high competition.

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    Paramount is a global consumer products company that entered the non-disposable razor market in 1962 and currently has a 23.3% market share. It faces competition from Prince, Benet & Klein, and Radiance. The razor market can be divided into value, moderate, and super premium segments based on price and quality. Paramount's existing products are positioned in the moderate and value segments. To gain more market share, the document recommends that Paramount create innovations to attract consumers in the moderate segment, which has higher sales volumes and the potential for mass appeal, despite facing high competition.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    313 views9 pages

    Case Analysis Clean Edge Razor

    Uploaded by

    03232007798
    Paramount is a global consumer products company that entered the non-disposable razor market in 1962 and currently has a 23.3% market share. It faces competition from Prince, Benet & Klein, and Radiance. The razor market can be divided into value, moderate, and super premium segments based on price and quality. Paramount's existing products are positioned in the moderate and value segments. To gain more market share, the document recommends that Paramount create innovations to attract consumers in the moderate segment, which has higher sales volumes and the potential for mass appeal, despite facing high competition.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    Case Analysis

    CLEAN EDGE RAZOR

    INTRODUCTION
    Paramount is a Global Consumer Products Giant with
    $13 Billion World Wide sale and its corporate Division
    included Health, Cleaning, Beauty & Grooming
    In 1962 Paramount entered in Non Disposable Razors
    and captured the great market share. In 2009 it
    captured Market Share 23.3% in Retail unit.
    Known Products:
    1. Paramount Pro (Positioned to Moderate Segments)
    2. Paramount Avail (Considered As Value Offering)

    COMPETTITION
    PRINCE: Super premium non-disposable razor (fierce
    Competitor)
    BENET & KLEIN (B & K): (Vitric Master)
    RADIANCE: Naivs Posted Threat to PARAMAOUNT as
    its used a technology. Similar used in Clean edged
    Also Faced competition from other substitute products.

    MAIN ISSUES
    Entrance in a market
    Positioning Strategy
    Brand Name
    Marketing Budget

    MARKET SEGMENT (based on price and


    quality)

    Segments are divided into 3


    1. Value
    2. Moderate
    3. Super Premium

    CONSUMER BEHAVIOR
    More Brand Switching
    Shorter inter-Purchase Intervals
    Shorter average usage period for blades
    The Market is divided into 3 types of consumers with
    different behavioral Specification
    1. Maintenance Shaver
    2. Aesthetic Shaver
    3. Social/Emotional Shavers

    POSITIONING WITH THREAT/s AND


    OPPORTUNITIE/s
    Niche Segment

    New technology features

    Lesser Financial Risk

    Moving mainstream

    High Competition

    Moderate Segment

    High Turn Over

    Innovative Product Great Mass Appeal

    Cannibalization

    BRANDING CONSIDERATIONS
    Brand Name:
    Clean Edge by Paramount
    Paramount Clean Edge

    RECOMANDATION
    In order to gain market share in moderate segment,
    PARAMOUNT should create innovations and hence attract high
    involvement in this segment in respect of following innovations
    Non Disposable razors sales grew by 5% 2007-2009
    High involvement Sale
    Innovative product with great mass appeal
    Volumes Sales Are High as compare to Niche market
    Launch of Naive By Radiance
    Difficulty in gaining high Profit level in Niche Market
    The size of Niche market is Smaller

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