Clean edge razor case niche vs mainstream only half part solution. If you are like me, finding a good and clean vintage safety razor is a dream come true. 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. Splitting hairs in product positioning 1 how is the nondisposable razor market segmented. The fast growing industry will propel clean edge to gain popularity and. Splitting hairs in product positioning essay 1247 words 5 pages.
Jackson randall was the product manager for clean edge. Get help on this questiontalk to a marketing tutor in under 5 minutes. The razor edge comes equipped with all our reliable razor components, plus an intense customer experience. Scribd is the worlds largest social reading and publishing site. And because a good safety razor should last a lifetime, we highly recommend you get. 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. 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. Our mission is to provide effective marketing, print and media solutions for our clients. Paramount clean edge razor case solution and analysis, hbr. Paramount is relying on the clean edge razor to increase sales and earn more market share in the nondisposable razor category. Clean edge razor lars semb maalenjohansen prof martin mrkt. Clean edge razor case study market analysis brand scribd.
It looks so gloomy that you want to take it home and cheer it up. Read clean edge razor case analysis free essay and over 89,000 other research documents. Effective class participation includes your 1 asking questions about concepts you have either not understood from the book or agree or disagree with. Complete beginners guide to straight razors cut throat club.
Edge razor with refills the edge razor is a durable razor with 4 titaniumcoated blades that stay sharp to reduce irritation. 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. The innovative new design of clean edge provides superior performance by stimulating the hair follicles to lift. 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. Clean edge razor case study free download as powerpoint presentation. In most courses studied at harvard business schools, students are provided with a case study. Clean edge razor splitting hairs in product positioning. You wander around the flea market and found a vintage safety razor and wondering how to clean a vintage safety razor like this one. In 2007, clean edge s ron pernick and clint wilder authored the clean tech revolution. Paramount entered the nondisposable razor market in 1962 and quickly became a market leader. This case study deals with product positioning for the clean edge razor as dealt with by jackson randall, its product manager.
The clean edge razor is the first nondisposable razor produced by paramount that has a technological innovation. Clean edge analysts are regularly quoted in the media and the firm has offices in the san francisco bay area and portland, oregon. Click on a datetime to view the file as it appeared at that time. How to clean and care for your favorite double edged safety razor.
Marketing management case analysis clean edge razor. Keep in mind the hygienic rules, after each strop, wipe the razor clean. Razor market can be broken up into several categories non disposable razor refill cartridges disposable razors. Clean edge razor case study analysis essay 1845 words. Keeping your straight edge razorsharp is critical to ensuring your razor is able to continue giving you the closest possible shave. Nov 28, 2014 the company has already decided to introduce clean edge into the mens market where it has a strong presence. Clean edge razor case study presentation by semaan obeid. Clean edge razor kelompok 7 mm kelas 27c dian atika, rafika, rery indra kusuma clean edge razor 2. What are the arguments associated with launching clean edge as a. Splitting hairs in product positioning prepared by.
This report will then assess competitors positioning, cannibalization. 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. The overall wellbeing of the company marketing challenge marketing budget. Paramount will get a lot of advantages by positioning in niche market. Splitting hairs in product positioning case solution briefing. Paramount clean edge razor competes in the fast growing nondisposable razor category and refill cartridge category. Apr 26, 2012 click on a datetime to view the file as it appeared at that time. Clean edge razor case study presentation by semaan obeid on.
Splitting hairs in product positioning problem a wellknown health and beauty company, paramount is launching a hightechnology nondisposable razor, 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. Meet the perfect combination of speed and userexperience in touchfree car wash technology. The next big growth and investment opportunity and in 2012, pernick and wilder authored a sequel called clean tech nation. The non disposable razor market the non disposable razor market can be segmented by 2 ways.
Clean edge razor free download as powerpoint presentation. In 2007, clean edges ron pernick and clint wilder authored the clean tech revolution. A few swipes across the face and women will be falling at your feet over your smooth jawline. 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 subjects were testing out paramounts newest nondisposable razor, clean edge. Get help on this questiontalk to a marketing tutor in under 5. It has four divisions which include health, cleaning, beauty and grooming. Paramount health and beauty company is in the process of launching a new technologically advanced nondisposable razor clean edge. It is important to keep your safety razor clean for many reasons and in this article, i will show you how to do that.
Splitting hairs in product positioning hbs 4249 pdf eng note. As the case points out, both niche and mainstream strategy will help paramount to raise its market share in superpremium non disposable razor segment. The company has already decided to introduce clean edge into the mens market where it has a strong presence. In the end, all business operations are reduced to three words. Clean edge razor lars semb maalenjohansen prof martin.
Value moderate superpremium when we categorize these segments we look into price and quality. Nov 23, 2014 read clean edge razor case analysis free essay and over 89,000 other research documents. Major hbr cases concerns on a whole industry, a whole organization or some part. Firstly it can be segmented into traditional pricequality segments of super premium, moderate and value.
Describe each segment the nondisposable razor market is divided into three segments. Basic quantitative analysis for marketing hbs 9584149. The clean edge razor, after years of development, was set to be launched. Positioning clean edge as a mainstream product will prevent loyal paramount customers from leaving and becoming more interested in other products. Clean edge razor paramount health and beauty company, known as paramount, is a global consumer products giant with four.
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 paramount health and beauty company, known as paramount, is a global consumer products giant with four corporate divisions including health, cleaning, beauty and grooming. Jun 07, 2017 this feature is not available right now. After three years of development, paramount health and beauty company is preparing to launch a new technologically advanced vibrating razor called clean edge. Splitting hairs in product positioning case solution. Clean edge razor case summary main issue problem statement analysis recommendation 3. 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. The direct competition product positioning analysis product release challenges the first new release in 5 years. Use niche market positioning concept randall should use the niche market positioning concept.
Clean your reusable razor in a snap with a white vinegar soak. Between 2009 and 2010, advertising expenditures increased by 39%. Clean edge razor splitting hairs in product positioning case. Mechanic daily full length interior detail duration. Develop and articulate the positioning strategy for clean edge target segment, frame of reference pop, pod, value proposition, reasons to believe. While a leather strop is able to realign the edge it does not actually sharpen the. Clean edge is a nondisposable razor with a vibrating technology allowing for a more thorough shave. Clean edge razor case analysis by nicole ng on prezi. Shaving with a safety razor seems to be making a comeback. 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. If you have a reusable razor, you already know you should clean it periodically, maybe every time you change blades.
It entered the nondisposable razor market in 1962 and became a prestigious brand. Clean edge razor case study analysis d2nv1dd73ynk idocpub. The 2010year is good for launching new edge, because the malespecific grooming products and nondisposable razor markets are both in their growing stages. 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. Splitting hairs in product positioning paramount entered non disposable razor market in 1962. One strategy is to release clean edge as a niche product, targeting the highend market of fastidious groomers. If youve never used one before, fortunately, figuring out how to shave with a safety razor only requires a few simple steps.
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