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Clean Edge

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Summary – Clean Edge Razor: Splitting Hairs in Product Positioning
Paramount Company developed a new non disposable razor called Clean Edge. The product was designed to provide superior performance by adding new technology to stimulate the facial hair, which allowed a more through shave. The question arose on how to market the new product. There was an overwhelming vote by the executives to have this product launched in the super-premium, for pricing reasons; however the question also aroused on which market it should be launched in like some believe it should be mainstream and others felt a niche market would be better. So the questions on hand are what the market positioning should be, brand name and marketing budget for the launch.
The Market Choice
Paramount conducted studies in 2009 showed there was an increase in razors and replacements more frequently than the year prior. Some felt that the reason for the increase was due to consumers trying new products, and advertisements that focused on benefits of blade replacements.
Trends
There was an increase in the non-disposable razors and refill cartridges, this increase was seen between 2008 and 2009. Twenty-two new products entered the market, with most of the new products being super-premium with benefit technology. There was an increase in total media advertising and retail also responded to this growth by increasing the shelf space. There was a shift from the food retail stores dominating the selling of razor to drug and mass merchandisers. Male grooming products went beyond the after shave to move body wash, body spray and shower gels. This trend was out pacing the women’s beauty market, which now more mainstream.
Company Overview
In 2009 Paramount was a global consumer product company, which had over $13 billion in sales and $7 billing in gross profits. They had several divisions…...

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