Jackson randall, the product manager for clean edge, struggles with how best to position the product for the launch. Splitting hairs in product positioning if you need the case study link again, here it is. The company has already decided to introduce clean edge into the mens market where it has a strong presence. Read clean edge razor case analysis free essay and over 89,000 other research documents. Positioning and communications strategy for a new weight loss drug brief case by john a. Splitting hairs in product positioning hbs 4249pdfeng note. To provide precise marketing and advertising advice, this report begins with a summary. I have tried a straight razor, an electric shaver, a doubleedged safety razor. Clearing hair caught between the blades of a razor. 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.
Case analysis clean edge razor splitting hairs in product positioning executive summary paramounts newest nondisposable razor, clean edge, has brought a new hope for the company whose other products are either on the mature stage of product life cycle or on the declining stage. Parker variant adjustable double edge safety razor has. If you have not used one of these before, take it easy at first and get used to it. Niche market mainstream market conclusion 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. A wellknown health and beauty company, paramount is launching a hightechnology nondisposable razor, clean edge. Up until last year, i have been using an electric norelco razor to shave. Sure, it didnt provide the closest shave, but it was quick and convenient. A health and beauty manufacturing company launches a new technologically advanced.
Clean edge razor splitting hairs in product positioning 1. This change in consumer taste means that they are moving away from the superpremium market and looking at a more mainstream market with a focus on disposable. Another adjustable double edge safety razor, this time, from parker. This blade is perfect for everyone both new and experienced users. Paramount health and beauty company paramount health and beauty company, a leading name in consumer products including health, cleaning, beauty and grooming is all set to launch a new non disposable razor with cutting edge technology to improve mens shaving experience. Clean edge razor market segments super premium mainstream niche moderate value market segment 12. One strategy is to release clean edge as a niche product, targeting the highend market of fastidious groomers. Splitting hairs in product positioning case solution, this case is about change management, conflict, financial analysis, leadership, marketing, product development publication date. Gotta stick with the multi blade good quality gilette.
Clean edge razor splitting hairs in product positioning case study. In 2007, clean edges ron pernick and clint wilder authored the clean tech revolution. Marketing management case analysis clean edge razor. Download as docx, pdf, txt or read online from scribd. Splitting hairs in product positioning case solution.
This razor shaves my face clean and it costs me pennys to shave each time i use both straight razors and safety razor both shaves are great save time save money buy a. Clean edge razor splitting hairs in product positioning. The company has already decided to introduce clean edge into the mens. They are searching for the most efficient way to gain market share. It allows you to customize your shave in whatever way you want it. Top 7 double edge safety razor 2020 top picks of may. Teknik mengolah data dalam spss untuk melakukan uji regresi linier. The direct competition product positioning analysis product release challenges the first new release in 5 years. Carmen llywelyn essay clean edge razor splitting hairs in product positioning case studyessay of my dream house kinds of natural disaster essay study buddy jefferson case. Then take an old toothbrush with some toothpaste and give the razor a good scrubbing. After three years of development, paramount health and beauty company is preparing to launch a new technologically advanced vibrating razor called clean. Splitting hairs in product positioning team 2 eve, weixi. Paramount health and beauty company is introducing a brandnew nondisposable razor, clean edge that boasts about remarkable efficiency by making use of a vibrating innovation that stimulates hair roots and lifts the hair from the skin allowing an extensive shave. Although in niche positioning, production unit cost is higher and unit volume is much lower than in mainstream.
Clean edge analysts are regularly quoted in the media and the firm has offices in the san francisco bay area and portland, oregon. The subjects were testing out paramounts newest nondisposable razor, clean edge. Splitting hairs in product positioning retail sales. 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. Basketball essay in marathiterrorism essay in urdu with headings tok essay titles 2020 help. Depending on the mineral content of your water, it may be easy for soap film and water spots to build up on your razor. All brands have a limited life as indicated by the product life cycle and will slip or disappear. This product marketing plan proposal has been prepared in accordance with paramount for deciding the market position and designing marketing strategies for the newest nondisposable razor clean edge, which is scheduled to launch in january 2011. Clean edge razor splitting hairs in product positioning slideshare. Pepsico was founded by caleb bradham in 1902 in usa. Furthermore, since clean edge is in it is early stages it is going to face competition. We can provide personalized digital printing, offset commercial printing, marketing solutions, and so much more. After that i switched to the gillette fusion razor, which was amazing, minus the fact that my hairs would always get stuck in between the blades. Clean edge razor case study presentation by semaan obeid.
Click on a datetime to view the file as it appeared at that time. The next big growth and investment opportunity and in 2012, pernick and wilder authored a sequel called clean tech nation. Jackson randall, the product manager for clean edge, struggles with how. Abhinav singh 14s601 anima tapadiya 14s607 dushan garg 14s616 niharika g 14s628 raviteja palanki 14s636 prem sharath 14804 q. Cover letter for real estate agent with no experience.
I have tried dollar shave club, because i hate how expensive razors are. The positioning of paramounts newest non disposable product, clean edge, is causing dissension amongst the executives of the company. One strategy is to release clean edge as a niche product, targeting the highend market of fastidious groomers looking for superior skin care products. While targeting men and soon after, the womens market, paramount is trying to figure out the market positioning for the new product clean edge, and work on brand name and allocating marketing budget. Seki is great product, has two double edge blades for trimming and thinning ones hair. Persuasive essay topics about poverty, essay structure thesis antithesis synthesis example of descriptive essay about christmas, clean edge razor splitting hairs in product positioning case study essay on beach scene, origin essay meaning essay on my favourite game cricket in english geriatric nursing care case study human rights case study. Case summary main issue problem statement analysis recommendation 3. Team 2 clean edge razor case study shaving brand scribd. The seki product is for left or right handed use no need to keep switching the handle, as long as you are adept with either the right or left hand. Marketing management, 3rd edition, cengage, 20 clean edge razor. 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. On the other hand, clean edge poses the challenge of positioning. Paramount is now testing their latest nondisposable razor, clean edge, and participants feel good about the product with the new technology. 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 overall wellbeing of the company marketing challenge marketing budget. Study of distribution channel strategy of pepsico for the positioning of the product 44176 executive summary pepsico is one of the oldest, largest and most successful beverage and snack food companies in the world. Learn vocabulary, terms, and more with flashcards, games, and other study tools. The dsc razors are too crappy and irritate my skin. Purwedi darminto yuvi karauwan marketing management dosen. Product positioning and communication strategy yellow. My face has thick hairs and a 5 blade razor is no match after just one shave.