Clean Spritz

In: Business and Management

Submitted By pavitragirls
Words 4144
Pages 17
Table of Contents Executive Summary 1 Situation Analysis 2 Market Needs 4 Competition 5 Market Analysis 6 Porter Five Forces Analysis 6 SWOT Analysis 8 Marketing Strategy 10 Financial Analysis 12 Implementation 13 Contingency Planning 14

Executive Summary

Portland Drake Beverages (PDB), Sarah Ryan, the vice president of Market of that company (PDB) are finalizing the product positioning for their new acquisition, Crescent Pure. Crescent Pure is nonalcoholic beverages which launch in 3 US markets. PDB planned for soft launch for Crescent Pure focusing in western states (California, Oregon and Washington) in January 2014 whereby they projected that these states represent 15% of national beverage demand.
PDB planned to spend 750,000$ on advertising for crescent pure in 2014 and use that figure as benchmark earning goals. Ryan need to explain to Michael Booth (CEO of PDB):-
(1) Industry specifies related to each of the two positioning options (energy or sports drink),
(2) The potential benefits and drawbacks of each option
(3) Her final recommendation.
Crescent Pure history start of where Peter Hooper saw a market opportunity for healthy, energizing drink. He founded Crescent in year 2008, organic, all natural food and beverages become famous in the Pacific Northwest region in 1900’s and early 2000’s. The hobby of Peter Hooper became business as Hopper saw growing local demand for his product.
12 months after launching his small business, Hopper secured legal protection foe his proprietary recipes. Demands for Crescent pure has grown tremendously in Portland Ares. In late 2012, Booth notice his adult son drinking crescent and found that drink refreshing, energizing and healthier than other mainstream beverages. After few months of research and negotiations, PDB acquired crescent.
In year 2014, short term of production capacity has…...

Similar Documents

Clean Razor

...Clean Edge Razor: Splitting Hairs in Product Positioning 1) What are Paramount’s key strengths and weaknesses? What is its competitive advantage? Strengths * As of 2009 the company’s two products, Paramount Pro and Paramount Avail allowed it to capture the unit volume market leader position with a 23.3% retail unit share. * Paramount was a global consumer product giant with $13billion in worldwide sale and $7 billion in gross profit in 2009 * Paramount is a respected brand in the industry Weakness * The industry market is divided into 3 segments value, moderate and super premium, Paramount only had products for two of the segments. Paramount Avail was a value offering while Paramount Pro was a moderate offering. * Neither of the company’s products had introduced significant technology innovations in the past five years. The company’s main competitive advantage would be the new product Clean Edge. Clinical trials indicated that the product achieved a 25% increase in hair removal versus the other leading non disposable razor brand. The trials also proved that the product had benefits overall skin condition by improving skin tone and skin texture. 2) How is the non-disposable razor market segmented? Explore consumer behavior for non-disposable razors? The industry expert divided the market into three segments based on price and quality: value, moderate and super premium. Product benefits and consumer behavior also play an important role in......

Words: 753 - Pages: 4

Clean Edge

...occurring in the non-disposable razor category? Assess Paramount’s competitive position. What are the strategic life-cycle challenges for Paramount’s current products as well as Clean Edge? The non-disposable razor category has seen changes in the recent years. * Advertising expenditures increased significantly for newer and smaller players to grab the market share whereas established players did not increase it significantly. * Male grooming product seemed to be a bright spot in the industry with the advent of male-specific personal care products that outpaced the growth in women’s beauty market * 5% growth per year from 2007 to 2010, attributed to innovations and product introductions. * Diversified as better margin derived from the product brought in retailers in the form of club stores and other stores. Competitive Position: * Global Consumer Product Giant with over $13 billion in worldwide sales and $7 billion in gross profits for 2009 since its entry into the market in 1962 * Respected brand in non-disposable razor market. * 23.3% market share by volume of overall non-disposable razor unit and market leader in moderate non-disposable razor unit both by volume and dollar. * New players with technologically improved products posing a threat to Paramount. Strategic Life Cycle Challenges: Clean Edge Razor – based on superior technology and 5 blade design would give enormous boost in sales provided the product does not cannibalize the existing......

Words: 516 - Pages: 3

Clean Edge

...1. What changes are occurring in the non-disposable razor category? Assess Paramount’s competitive position. What are the strategic life cycle challenges for Paramount’s current products as well as for Clean Edge? 2. How is the nondisposable razor market segmented? Examine consumer behavior for nondisposable razors. Non-disposable razor has been experiencing 5% growth per year with refill cartridges growth of 2% per year. The market segments are super-premium (34%), moderate (44%) and value (22%).. The industry experienced a significant growth in super-premium in last decade. Recent studies showed that consumers purchased razors and replacement cartridges more frequently than before. Customers’ behaviors are maintenance shavers (33%), aesthetic shavers (28%) and social/emotional shavers (39%). Customers are moving to highly involved segments. In addition, the rate of new products introductions had accelerated with 22 SKUs introduced between 2008 and 2009. Paramount is a major player in the market. Main competitors are Prince, Benet & Klein and New entrants (Simpsons and Radiance). All of them played in super-premium segments. Paramount’s competitive edge is they are well known brand in the moderate and value segments. In addition, Clean Edge is the most innovative product, a product leader. No products can match it unless Navi which has similar functions offered by Radiance. However, Radiance is a new entrant which might not be able to complete with Paramount.......

Words: 408 - Pages: 2

Clean Edge

...Executive Summary Problem Jackson Randall, product manager for Clean Edge must recommend how to the position, and determine the marketing budget for the companies newest razor. Analysis Clean Edge is the newest razor providing the closest shave for men. Paramount should be aware of the threat of competitors replicating the product in the near future. Alternatives The team agrees that the product should enter at a super-premium price point. Paramount has the option of entering the mainstream market where they have existing products or entering the niche market for the first time. Decision Criteria In order to be a viable option, unit sales must reach 1 million and 3.3 million in the niche and mainstream market, respectively. Marketing and advertising costs must be kept to a minimum to avoid the need to reallocate funds. Finally, the chosen market needs to enhance the overall brand image. Recommendation Paramount should position Clean Edge in the niche market under the name Clean Edge by Paramount. More elite distribution channels should be considered for the product. Research and innovation will be required in order to stay ahead of the technology curve. Problem & Decision Statement Paramount Health and Beauty Company is preparing to launch their newest nondisposable razor, Clean Edge. Jackson Randall, product manager for Clean Edge has been given the task to recommend which market is best to position the razor, how much the marketing budget should......

Words: 2465 - Pages: 10

Clean Coal

...Advanced Clean Coal Technology DeVry University Technology Society and Culture Professor Paul Team D Table of Contents Renee M King I A brief description of the why the technology is needed …………….page 3 II The historical development and context of the technology …………..page 5 III The technology in its cultural context, media influence……………....page 9 IV Psychological considerations and sociological effects…………..….page 10 V Economic questions and considerations VI Implications for the Environment VI Political and legal influences IX Moral and Ethical Implications References Advanced Clean Coal Technology I A brief description of the why the technology is needed The most plentiful fuel in the fossil fuel family, coal has been used since the caveman days to heat their homes. In the 1700s, people found that it would heat cleaner and hotter than wood charcoal. The Industrial Revolutions overwhelming need for energy to run the new technologies providing the real opportunity for coal to dominant as a worldwide supplier of energy. (A brief history of coal use). As other sources of energy was discovered the use of coal diminished. However, 4 decades ago it became popular again as an energy source. The 1970’s brought about an oil crisis that showed industrialized countries that any disruption in the petroleum supply line would send a shockwave through energy production. (Morse, 2012). Even though coal...

Words: 5887 - Pages: 24

Clean Cooking

...CLEAN COOKING The environment can greatly benefit from the widespread adoption of clean cooking stoves and clean cooking practices because it can greatly reduce the amount of pollutants that are released into the atmosphere. Black carbon is created through the combustion of biomass like wood, dung, and charcoal. This in turn leads to deforestation as people cut down trees to provide fuel for cooking. Consequently, deforestation leads to the loss of bio-diversity and ofthe quality of water. Black carbon, or soot, isone of the most significant sources of climate change and can be greatly reduced with the introduction of clean stoves. This is because unlike carbon dioxide, black carbon or soot, can be washed away within a couple of weeks whereas the greenhouse gas lingers for an extended time period. One of the ways clean stoves helps the impoverished community is the amount of time they save from collecting the necessary materials for their stove and the health benefits received from using clean fuels. With more time available to them, they can find other constructive uses of their time like going to school, finding a job, or running a small business. Clean stoves also require less fuel and materials which allows an already poverty-stricken area to save what little money they have improving some standards of living. All sectors would be needed to run a successful campaign. Governments would have to recognize the environmental and social impact that these......

Words: 515 - Pages: 3

Clean Spritz

...Table of Contents Executive Summary 1 Situation Analysis 2 Market Needs 4 Competition 5 Market Analysis 6 Porter Five Forces Analysis 6 SWOT Analysis 8 Marketing Strategy 10 Financial Analysis 12 Implementation 13 Contingency Planning 14 Executive Summary Portland Drake Beverages (PDB), Sarah Ryan, the vice president of Market of that company (PDB) are finalizing the product positioning for their new acquisition, Crescent Pure. Crescent Pure is nonalcoholic beverages which launch in 3 US markets. PDB planned for soft launch for Crescent Pure focusing in western states (California, Oregon and Washington) in January 2014 whereby they projected that these states represent 15% of national beverage demand. PDB planned to spend 750,000$ on advertising for crescent pure in 2014 and use that figure as benchmark earning goals. Ryan need to explain to Michael Booth (CEO of PDB):- (1) Industry specifies related to each of the two positioning options (energy or sports drink), (2) The potential benefits and drawbacks of each option (3) Her final recommendation. Crescent Pure history start of where Peter Hooper saw a market opportunity for healthy, energizing drink. He founded Crescent in year 2008, organic, all natural food and beverages become famous in the Pacific Northwest region in 1900’s and early 2000’s. The hobby of Peter Hooper became business as Hopper saw growing local demand for his product. 12 months after launching his small business,......

Words: 4144 - Pages: 17

Clean Coal

...Clean Coal Daniel Robinson DeVry University Understanding what clean coal means can be confusing and the potential impact on the environment can be confusing. Hearing the words clean coal makes most of us think we have finally found a way to actually make coal a clean sustainable resource to generate our electricity. After reading “The Environmental Injustice of ‘‘Clean Coal’’: Expanding the National Conversation on Carbon Capture and Storage Technology to Include an Analysis of Potential Environmental Justice Impacts” I have come to agree with the article that coal will never be clean in a way that is feasible to anyone that has to live near these coal plants. First let’s define clean coal, clean coal as Liebert says is “The term ‘‘clean coal’’ is used to refer to burning coal in a way that reduces emissions or otherwise lessens coal’s environmental impact. ‘‘Clean coal’’ technology includes ‘‘washing’’ coal of minerals and other polluting components, gasification, and the treating of flue gases to lessen sulfur dioxide (SO2), nitrogen oxide (NOx), and mercury emissions. In the context of climate change, the term ‘‘clean coal’’ is used most frequently as shorthand for technology that burns coal more efficiently and or decreases its CO2 emissions. While some might read that and think that we could find a way to get coal without having any CO2 emissions which is not the case. While carbon capture and storage sounds like fantastic technology that has three stages of......

Words: 780 - Pages: 4

Clean Edge

...After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. 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. The company has already decided to introduce Clean Edge into the men's market where it has a strong presence. Jackson Randall, the product manager for Clean Edge, struggles with how best to position the product for the launch. One strategy is to release Clean Edge as a "niche" product, targeting the high-end market of fastidious groomers looking for superior skin care products. 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. Randall meets internal resistance to the mainstream strategy from the product manager for the company's current, but aging, mainstream razor products and he must consider the effects of cannibalization in his plan. Randall must recommend an optimal strategy and provide supporting economic analysis of his decision--not just for Clean Edge, but for its effect on the entire company. Learning Objective Explore issues associated with strategic product positioning. Review new product development process and understand the importance of evaluating product-company and product-market fit in assessing new product......

Words: 265 - Pages: 2

Clean Code

... Clean Code Robert C. Martin Series The mission of this series is to improve the state of the art of software craftsmanship. The books in this series are technical, pragmatic, and substantial. The authors are highly experienced craftsmen and professionals dedicated to writing about what actually works in practice, as opposed to what might work in theory. You will read about what the author has done, not what he thinks you should do. If the book is about programming, there will be lots of code. If the book is about managing, there will be lots of case studies from real projects. These are the books that all serious practitioners will have on their bookshelves. These are the books that will be remembered for making a difference and for guiding professionals to become true craftsman. Managing Agile Projects Sanjiv Augustine Agile Estimating and Planning Mike Cohn Working Effectively with Legacy Code Michael C. Feathers Agile Java™: Crafting Code with Test-Driven Development Jeff Langr Agile Principles, Patterns, and Practices in C# Robert C. Martin and Micah Martin Agile Software Development: Principles, Patterns, and Practices Robert C. Martin Clean Code: A Handbook of Agile Software Craftsmanship Robert C. Martin UML For Java™ Programmers Robert C. Martin Fit for Developing Software: Framework for Integrated Tests Rick Mugridge and Ward Cunningham Agile Software Development with SCRUM Ken Schwaber and Mike Beedle Extreme Software Engineering: A Hands on Approach Daniel H....

Words: 20864 - Pages: 84

Clean Tech

...Clean technology Clean technology includes recycling, renewable energy (wind power, solar power, biomass, hydropower, biofuels), information technology, green transportation, electric motors, green chemistry, lighting, Greywater, and many other appliances that are now more energy efficient. It is a means to create electricity and fuels, with a smaller environmental footprint and minimise pollution. To make green buildings, transport and infrastructure both more energy efficient and environmentally benign. Environmental finance is a method by which new clean technology projects that have proven that they are "additional" or "beyond business as usual" can obtain financing through the generation of carbon credits. A project that is developed with concern for climate change mitigation (such as a Kyoto Clean Development Mechanism project) is also known as a carbon project. While there is no standard definition of "clean technology," it has been described by Clean Edge, a clean technology research firm, as "a diverse range of products, services, and processes that harness renewable materials and energy sources, dramatically reduce the use of natural resources, and cut or eliminate emissions and wastes." It notes that "Clean technologies are competitive with, if not superior to, their conventional counterparts. Many also offer significant additional benefits, notably their ability to improve the lives of those in both developed and developing countries". Many countries have......

Words: 348 - Pages: 2

Clean Edge

...Arguments for launching Clean Edge as a niche product A primary of launching the Clean Edge as a niche product is that the company would incur a lot less cannibalization of its Pro and Avail product lines, which allowed Paramount to capture the unit-volume market-leader position in 2009. Though a cannibalization rate of 35% is expected with the launch of Clean Edge as a niche product, the rate is significantly lower than the 60% expected if Clean Edge was positioned as a mainstream brand. As Rosenberg indicated, a niche positioning strategy would be a better fit to the company’s existing product portfolio. Furthermore, the niche positioning strategy would incur considerably lower marketing expenses than the mainstream positioning strategy. Marketing expenses for the niche positioning strategy is $15 million for the first year and $16 million in the second year. The niche option is much lower compared to the expected marketing expenses for the mainstream option, which would cost $42 million in the first year and $39 million in the second year. A strong quantitative argument could be made for launching Clean Edge as a niche product because it would cost $50 million less in marketing expenses over the course of two years. Moreover, greater advertising expenditures for the mainstream launch may not be justifiable given the fact that the cost of advertising is increasing greater than the rate of retail sales dollars in the super-premium segment. The scenario analysis......

Words: 1619 - Pages: 7

Clean Edge

...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...

Words: 934 - Pages: 4

Quartz Clean

...Quartz Cleaning for ASHER Parts Objective: To try implement a clean procedure for the quartz ware for the wets department Ashers to reduce cost. I. .Using my previous work experience I knew that the quartz parts could be cleaned and used at least once. II. I advised tool reps what my intentions were for the dirty quartz parts, and asked them if they had any recommendations for cleaning. III. Axcelis provided me with their recommended procedure. a. Recommended cleaning solution (5% Hydrofluoric Acid) b. Recommended Rinse – (DI Water) c. Immerse parts for 5 minutes in 5% solution of Hydrofluoric Acid and rinse thoroughly. IV. I worked with engineering on developing a proper recipe to use in our Quartz Cleaner. a. Wrote a recipe to use the 5% HF acid solution, 5 minute soak and 10 minute rinse. b. Cleaned a dirty Quartz Orifice window out of ASH and it came out as good as new. V. Projected Cost savings cleaning only once per Axcelis Asher. |Part Name |Baffle Plate 8 inch | |Lower Quartz Window |Baffle Plate |Quartz cooling tube |Pin Quartz |Orifice Window | VI. Conclusion: We are currently changing out all of the quartz......

Words: 303 - Pages: 2

Clean Water

...Clean Water The Controversy Up until the mid-20th century it was practice for cities to use bays, harbors, and rivers as dumping grounds and sewage run off. In fact major industrial parks built their waste pipes to spill directly into some of the rivers and lakes we use today as recreation (Congressional Digest, 1985). These are some of the Point Sources of water pollution. These are places that can be directly identified as points of pollution like city storm and sewer drains, sewage treatment plants ("Clean water act," 1972). Then there is a non-point source which is a combination of smaller sources that collect into lakes, rivers, and streams. These can come from agriculture farms or even contaminated wash from our freeways and roads. There are almost an infinite amount of water pollutants that run off into our waterways each day. Pathogens such has salmonella, novo virus, and parasitic worms grow and thrive within our waters. Chemicals such as insecticides, herbicides run off from farms and other agriculture areas. Storm water runoff can introduce many types of fuels and oils, and heavy metals. Then there is immense amount of industrial waste like ammonia, sulfur dioxide from power plants, trash from illegal dumping (Pitt, 2001). It’s it important to ensure our fresh water resources are protected and ensured. Although in most industrialized countries access to clean water is at 100 percent; in places such as Uganda and Mozambique where only 52% of......

Words: 2092 - Pages: 9