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Clean Edge Razor Case

In: Business and Management

Submitted By jc1022
Words 3394
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Table of content

1. Executive Summary………………………………………………………………….3

2. Problem/Issue Statement………………………………………………………..4

3. Situation Analysis…………………………………………………………………….4

4. Alternatives……………………………………………………………………………..8

5. Evaluation of Alternatives………………………………………………….…….8

6. Recommendation(s), Action Plan/Implementation…………………..9

7. Appendix…………………………………………………………………………………11

1. Executive summary

As a marketing advisor, my role is to analyse the Clean Edge Razor Case in terms of the inner and external situation, the alternative solutions and assess each solution, then give recommendations on which alternative solution to choose, what the advantages and disadvantages are. Finally, suggest implementations that should be taken in order to achieve the goal.

As a leader in the heath product and grooming manufacturer company, Paramount is introducing a more technologically revolutionary nondisposable razor into the super-premium market to maintain market share. However, there are many competitors in this segment and Paramount is considering the proper the positioning method to choose to gain the most market shares. Both niche positioning and mainstream positioning have pros and cons. Niche positioning focus on specific group of male that are very concerned with the functionality and the messaging of the razor. They seek superior shaving experience and consider shaving as daily grooming ritual. Mainstream positioning focus on a broad market and target at the consumers that have ordinary shaving needs. However, the key issue is that mainstream positioning may cause cannibalization effect, triggering decline in sales of the company’s old products due to the intrusion of new advanced products. Without cannibalization, net profit is higher in mainstream positioning.

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