Clean Edge Analysis Essay

Words: 1773
Pages: 8
Open Document
Position Statement:

Paramount Health and Beauty wants to launch a new razor into the market currently referred to as “Clean Edge.” The project team recommends that the company should position the product as a distinct mainstream product, dubbing it “Clean Edge by Paramount” in order to produce growth in sales from new product innovation. The importance of placing the product in a mainstream position is to successfully launch an innovative product creating more market share for Paramount and for Clean Edge to become the most sought out razor in the industry. Failing to take this route and deciding to position the product in a niche would only give the new product a limited amount of consumers, preventing Clean Edge from reaching its …show more content…
The customer relates past experiences with other products, which are not connected to the Clean Edge Razor.
Disadvantages of Recommended Options
Rosenberg assumes that cannibalization of Paramount’s own customers, in the super-premium segment, will occur. The Paramount Pro customers may shift to purchasing the Clean Edge Razor, therefore siphoning off customers from Pro to Clean Edge. Randall’s team runs potential scenarios of product cannibalization, which point to the Clean Edge Razor taking 60% of sales from the Paramount Pro and Paramount Avail lineup. Using Rosenberg’s suggestion, 35% of sales are taken from the Paramount Pro and Paramount Avail lineup.
One way in which we will mitigate this problem is to stress to Rosenberg that the different segments in which we are targeting with our products. The Paramount Pro (priced at $9.50 for the razor, $7.55 for the refill) targets the moderate segment of shavers, who may be slightly more price conscious but still want to enjoy a smooth, clean shave. Whereas the Clean Edge Razor targets the super-premium segment (priced at $11.19 for the razor and $8.89 for the refill) who are more concerned with the functionality of their razor and are less price-sensitive.
Another possible disadvantage to positioning Clean Edge in a mainstream way concerns the allocation of the marketing budget. The steering committee is considering curbing excessive marketing expenses in all product categories. The mainstream position will
Show More

Related Documents: Clean Edge Analysis Essay

Essay about Cotton Swab and Candy Colors

of an ion on a developing paper and putting them in a developing solvent. 2. Contaminants in rainwater Analysis of narcotics Detection of substances in urine http://www.discoveriesinmedicine.com/Bar-Cod/Chromatography.html +Materials Skittles Rubbing alcohol 2 Coffee filters 2 plastic cups Pencil Ruler Tape Foil Table salt Water 4 cotton swabs Measuring cups Clean pitcher Paper towels Sheet of writing paper Gloves Procedure 1. Cut 2 coffee filters into a rectangle measuring…

Words 743 - Pages 3

Essay about KINGS LAUNDRY ADVERTISING PLAN

Thierry R. Williams 1301 W 181ST Street S.W. Pine Hurst, TX 73601 ___________________________________________________ INDEX 1.0 Executive Summary 2.0 Situation Analysis 2.1 Service Description 2.2 SWOT Analysis 2.3 Industry Analysis 2.4 Target Market Description 2.5 Marketing Mix 2.6 Competitive Analysis 3.0 Advertising Objectives 3.1 Communication Goals 3.2 Purchasing Behavior 3.3 Positioning 4.0 Advertising Strategy 4.1 Product Concept 4.2…

Words 1981 - Pages 8

Plant And Animal Cell Lab Report

area fit to observe (cells outline are defined). 5. Switch to high power and examine individual cells. 6. Revert to low power and remove the slide. Stain the cells with Lugol’s iodine at the edge of the cover slip. 7. Draw the stain through by placing a small piece of paper towel to the opposite edge of the cover slip. 8. Replace the slide while focusing under low power. 9. After locating a viewable cell switch to high power and focus with fine adjustment. 10. Adjust the diaphragm as needed…

Words 629 - Pages 3

Colgate Case Essay

CP rigorous packaging standards caused a six month delay for February Launch. 9. Flavor screening lasted 32 weeks and cost $200,000. 10. Potential advertising campaign cost were much higher than typical US advertising cost. Real Issue SWOT Analysis: Figure 1 (SWOT) Realistic Options:…

Words 351 - Pages 2

A Marketing Project D&D Fresh Car Wash Essay

Mission Statement Goals Competitive Advantage 4. Situation Analysis SWOT Analysis Industry Analysis Competitor Analysis Company Analysis Customer Analysis 5. Market-Product Focus Marketing-Product Objectives Target Markets Points of Difference Positioning 6. Marketing Program Strategy Pyramid Price Strategy Promotion Strategy Place Strategy Marketing Mix 7. Financial Data and Projection Break-Even Analysis Sale Forecast Expense Forecast 8. Organization 9. Implementation…

Words 4336 - Pages 18

Bp Essay

INTRODUCTION Our group is talking about BP Company. As a management major student, I’m going to use SWOT analysis to analyze the BP Company’s Strengths, Weakness, Opportunities and Threats which can help BP Company management department make effective strategic plan. STRENGTHS Globalize background BP worldwide have nearly 100,000 employees from different backgrounds. The different cultures and backgrounds is strong advantage of BP. BP giving every employee chance to bring their fully…

Words 653 - Pages 3

V-Charge Cars Case Study

Thus greater costs are incurred. 6. Conclusion Based on our research, analysis and suggestions, we feel that Volkswagen has a chance to overcome the current crisis and regain its original portion of the market share. The important thing now for Volkswagen is to recall the cars fitted with the cheating device and fix them, along…

Words 773 - Pages 4

Essay about Critical Thinking and Question

"PIXTOW" is an acronym for system analysis with the "X" meaning● ● ● ● ● ● ● ● ● ● ● 1 out of 1 points ● Selected Answer: ● X­ray it. Question 8 ● ● ● ● ● ● ● ● ● ● A determination can be made if propellers were turning at impact by examining ● ● ● ● ● ● 1 out of 1 points ● Selected● Answer: ● chord­wise scratches, blades bent opposite of rotational direction and 'S' compressions on the trailing edge of the prop ● ●…

Words 721 - Pages 3

Lab Report Essay example

know the proper technique of focusing and making slides. In these experiments, Jacob and I will learn the parts of a compound light microscope, the functions of those parts, and the proper use and care of the microscope. We will also learn how to clean up wet mount slides. Objects, or specimens, to be observed under a microscope are generally prepared in one of two ways. Prepared or permanent slides are made to last a long time. They are usually purchased from biological supply houses.…

Words 1881 - Pages 8

chem lab Essay

hydrogen gas will be determined by experimentally measuring the volume of hydrogen evolved during the reaction of magnesium with hydrochloric acid. • The universal gas constant will be measured and class data will be combined for statistical data analysis. Mg(s) + 2HCl(aq) → MgCl2(aq) + H2(g) Laws and concepts used: • Mol amount, mol = mass of compound (g) / molecular mass (g/mol) • Theoretical moles of H2: 1 mole H 2 mol Mg × 1 mole Mg • Total atmospheric pressure will be determined by subtracting…

Words 938 - Pages 4