...Clean Edge Razor Case Analysis 1. The Non Disposable Razor Market The non disposable razor market can be segmented by 2 ways. Firstly it can be segmented into traditional price/quality segments of “Super Premium’, “Moderate” and “Value’. Secondly it can be segmented by consumer behaviour into “Social/ Emotional”, “Aesthetic” and “Maintenance” shavers. These 3 segments vary in consumers’ intensity of involvement with the product, and the Social and Aesthetic segments consist of involved users who are open to new technology in the market. 33% of the market is made up off “Maintenance” shavers, who view all products as similar and display a lack of active interest in these products. Shaving is thus viewed as a chore to complete whenever necessary. “Social/ Emotional” users make up 39% of the market. These users actively differentiate between available products and make purchase decisions based on the overall experience- the product’s functionality and brand messaging. They see shaving as part of a daily routine that helps increase their confidence and attraction levels. The remaining 28% of the market is made up of “Aesthetic” users that view consistent shaving as a means to their desired smooth skin. These users actively search for products that actively remove hair to satisfy cosmetic motivations. 2. Launch Decisions Niche Product A niche product positioning would focus on highly involved, fastidious groomers that want a superior shaving experience. This...
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...limited to massage therapy and aesthetic services. Massage is offered in many variety styles such as, Deep Tissue Massage, Swedish massage, Hot Stone Therapy, and Sports Therapy. They will also offer aesthetic services such as, facial and body treatments, anti-aging treatments, and some foot and leg reflexology services. The location chosen is in Culway Plaza which has a daily traffic count of 64,000 cars and they are located near an upscale hair and nail salon. The main strengths of this venture are that the owner/manager of the new facility has 15 years marketing and sales experience. She has a proven track record of success boosting revenue sales in her assigned territories in her current and past positions which will be a leading factor in building the customer base within her targeted segments. She has a strong business sense where she can manage and operate the day to day financial and service operations of the business. She can also maintain the start up and ongoing marketing strategies for products and services offered. From a financial perspective most of the starting financials will be invested by her with a small amount financed. She seems to have a good forecast in place and enough capital to keep the business running for more than 6 months. The main weaknesses of this venture are the business model and marketing plan on some of the targeted segments. The business model only offers services that are limited only to massage and aesthetic services. This could be detrimental...
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...how he views his company’s place in the highly competitive cosmetics and toiletries market in the Philippines. An underdog success story in the truest sense of the word, the rise of the Hortaleza family from their humble beginnings as civil servants, to the pioneers of the “next Unilever”, the story of Splash Corporation is an informative model for those who wish to study the marketing strategies that drive successful startups in competitive markets. Several years removed from its creation, Splash finds itself facing challenges that are quite different from those that it faced at the time of its inception. In many ways, the underdog mentality that so successfully fuelled Hortaleza’s initial strategies is now obsolete. Splash finds itself in something of an inconvenient middle-ground, competing for market share against emerging low-cost alternatives and fighting the big-budget multinationals that continue to dwarf the scope of Splash’s product lines and thee depth of its marketing budgets. The following case analysis looks at Splash’s current position in the Philippines cosmetics and toiletries industry, and attempts to draw conclusions on future opportunities and points of leverage for Splash’s continued expansion and growth. Building on these points, this discussion will propose specific recommendations for selected products as well as some recommendations for general strategy. Situational Analysis Environment Splash Corporation’s primary market is local. It is...
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... ill-using, adequately than obfuscating, the camera as a fundamentally power-driven and technological apparatus. Our thesis statement is “Photography in the Philippines is considered an art as a way to construct an aesthetic approach in developing and enriching the students’ talents in camerawork.” 2014 has been an exciting year for photography....
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...are now realising that a bathroom with a built-in wow factor enhances not only the desirability but also the value of a property. But amazingly, even as late as the 1990s, the bath fittings market was dominated by small manufacturers who focused on functional entry-level products, paying scant regard to design, aesthetics or quality. With the shift in market focus, several players joined the race, slowly pushing out of reckoning manufacturers in the unorganised sector. Such has been the leap in both quality and aesthetics that the organised segment now controls more than 50% of the Rs. 1800 crore (US$ 375 million) market by value year, no-questionsasked warranty, plus after-sales-service at the customer’s doorstep. It was also the first company to introduce four-colour packaging for bathfittings. These not only helped ensure product differentiation, they also reinforced its brand identity. Jaquar Orientation Centres are marketing innovations that provide the consumer (Source: Business Line, April 2009), with Jaquar its undisputed champion. Achievements Jaquar has been a key player in transforming the bath-fittings industry from merely utilitarian to the inspirational. The company has been able to achieve this by metamorphosing bathrooms from dull and drab spaces into sparkling facilities. In the process the brand has set several new benchmarks. It was, for...
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...MEMO To: Dr. Marlys Mason From: Alyssa Cortez Data: October 5, 2014 Re: Clean Edge Razor-Splitting Hairs in Product Positioning Background Since 1962 Paramount has been regarded worldwide as a respectable and well run company. With major competitors such as: Prince (Cogent and Cogent Plus), Benet (Vitric), The Tempest and The Naiv, it is extremely impressive that they continue to improve within the market. After $13 billion in global sales and over $7 million in profit in 2009 alone, Paramount Health and Beauty Company began working on what they believed to be their golden goose. SWOT Analysis Paramount is a strong brand that has established a positive association and trust with its consumers. The Company also has the funds to afford over $19 million/year in advertising spending. They provide the most technologically advanced product in the market. Currently, in the razor market, there is no other product that compares. Unfortunately, Paramount has their fair share of weaknesses as well. Launching the Clean Edge razor in the wrong segment could potentially decimate the whole company. Another weakness of Paramount is that they don’t hold a position in the super premium segment of the mainstream market, which accounts for 37.2% of the total non-disposable razor market. As far as future growth goes, Paramount has plenty of opportunities. They are already growing and have plenty of room to advance further in this super premium market. Another...
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.................................................................................5 Detailed findings:.................................................................................................................6 Company/product information....................................................................................6 Registration option.......................................................................................................7 Performance/navigation..............................................................................................8 Community...................................................................................................................8 Aesthetic/Consistency..................................................................................................9 Site two:................................................................................................................................9 Introduction..........................................................................................................................9 Competitive...
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...interested in pursuing a career in the industry. One thing I have come to realize about business is that connections are everything. After realizing that I have formed many connections in the real estate industry, I hypothesized that there must be a way to provide services that could utilize these connections, enhancing business opportunities for both parties. When I began to share this idea with my boyfriend, we came up with the idea of “The Philosophy of Style,” a website that will feature all the amazing business associates that he and I have the opportunity to work with in Dallas. These individuals range from architects to builders, designers to developers, and even agents that list incredible homes in Dallas. My work is primarily in Uptown, Highland Park, and University Park. These neighborhoods are all top-dollar markets in Dallas with average home value is between $450K-$1M. This means that our clients (connections) are seeking top dollar customers. Philosophy of Style is designed to connect our clients with their ideal customers. The avenue we use to achieve this goal is our website: www.philosophyofstyle.com. Although the website is up and running, it is still very much in its infancy. Many elements of this paper serve as a plan for the future of Philosophy of Style. Not all the ideas have been implemented yet, but I believe the marketing strategies discussed herein will be effective. PRODUCT Philosophy of Style (PS) is a news and marketing website designed to highlight...
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...Michael Kors Ebony Steward Marketing Excelsior College 24 November 2015 Introduction Karl Anderson, Jr was born on August 9, 1959 in Long Island, New York. To people within the fashion industry he is a New York City-based fashion designer of American sportswear. Who is this man that I am referring to? Well that is Karl Anderson, Jr. he is the one and only Michael Kors. His mother married Bill Kors when he was five, and his surname was changed to Kors. His mother told him that he could choose a new first name as well; subsequently he renamed himself Michael David Kors. Michael Kors is a rapidly growing global luxury lifestyle brand led by a world-class management team and a renowned, award-winning designer. Since launching his namesake brand over 30 years ago in 1981, Michael Kors has featured distinctive designs, materials and craftsmanship with a jet-set aesthetic that combines stylish elegance and a sporty attitude. Mr. Kors’ vision has taken our Company from its beginnings as an American luxury sportswear house to global accessories, footwear and apparel company with a presence in over 95 countries. I. Product Michael Kors is a global luxury lifestyle brand with a jet-set aesthetic that combines elements of style, elegance and sport. There are two categories that the products fall in Michael Kors is higher end, fashion that is viewed on the runways and Michael Michael Kors affordable price, comfortable, and everyday wear. i. Tech ...
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...established. In luxury marketing, there is a delicate relationship between 4 factors that most strongly influence the purchase of the luxury consumer. They are the exclusiveness of the brand, the reputation of the brand, forms of distribution and price/value affiliation. Exclusivity cannot always be ensured due to immense competition. But by consequence, it is not the key requirement of a luxury consumer. The consumer bases their purchasing decisions mainly on the aura of the brand and completion of their ‘actualization needs’. Therefore, aura of the brand is more important than exclusivity. A luxury consumer is always looking for newer ways to satisfy their inconsistent wants and needs. Therefore, it is important for Gucci, LV and Vertu irrespective of their exclusivity and geographical presence to research and give their consumers major importance, to be successful in the fashion or high-end market. This report will aim to discuss the key success factors of Gucci, LV and Vertu that have impacted on their brand image and exclusivity. Furthermore, it gives a detailed explanation supported with examples on how they achieve their elitism. It then discusses the problems and obstacles if these three brands wanted to establish themselves in global markets. The report also discusses their current status and performance in countries such as India, Honk Kong and more. Regiocentric and Geocentric marketing approaches are two international marketing strategies that can help...
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...Chapter 1 Marketing – the process of creating distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers and develop and maintain favorable relationships with stakeholders in a dynamic environment. The essence of marketing is to develop satisfying exchange relationships from which both customers and marketers benefit. CUSTOMERS & TARGET MARKET • Customers ‐ the purchasers of organizations’ products; the focal point of all marketing elements Target Market ‐ the group of customers on which marketing efforts are focused This TD Ameritrade ad targets Generation X. It makes the customer think about their retirement in terms of their currently small children. Right now Generation X is between age 30 and 45 and likely to have children who are close in age to the girl in the ad. • Marketing Concept vs. Selling Concept Marketing Concept – A philosophy that at organization should try to provide products that satisfy customers’ needs through a coordinated set of activities that also allows the organization to achieve its goals Selling Concept – Focuses on organization’s existing products and aims to sell what they make rather than making what the customer wants This ad is an example of the marketing concept. It focuses on satisfying the need of customers who tend to sweat more than the average person. The following SuitMart commercial is an example of the ...
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...MBA 812 Marketing Management Case Analysis Clean Edge Razor Splitting Hairs in Product Positioning Shiwei Hua (Vivian) Fall 2012 September 20, 2012 Summary Paramount Health and Beauty Company, a global consumer products giant, operates in health, cleaning, beauty and grooming divisions. The Paramount Pro and Paramount Avail are two lines of nondisposable razors and refill cartridges, and currently share a respectable market share in the industry. Recently, Paramount is set to launch a new nondisposable razor which named Clean Edge with a vibrating, ultra-thin blade design to improve men’s shaving experience. The Clean Edge is to be launched in the Super-premium segment of the market, which experienced significant growth in the industry. The company can either position the product in the niche or mainstream market. The problem at hand is how to position the new product to maximize the company’s profits. This paper analyzes the changes in the nondisposable razor market by evaluating competitors, customer behaviors, and advantages and disadvantages between launching in a niche market or a mainstream market. Finally, it provides financial forecasts to attempt to give insight about which strategy will best for the overall company. Five Changes occurred in the nondisposable razor category First, many new technologies were applied to the nondisaposable design such as vibrating technology, anti-corrosive technology...
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...diagnostic and exploratory in nature, and is aimed at identifying critical parameters in online retail shopping, tapping consumers’ feelings and attitudes towards online shopping, and establishing attitudinal differences across demographics. It reaches a logical conclusion through the identification of key design areas. It helps one to understand what consumers expect from an online retailing store for their satisfaction and delight. By examining the various dimensions uncovered in this study, online retailers can develop a better understanding of consumer needs. Marketing academicians may use this study for assessing consumer attitudes towards online retail shopping in the Indian context, thereby, identifying such attributes that would lead to positive attitudes towards online retail shopping. Online retailers may also use the findings of this study as a resource, while constructing, managing, and evaluating their marketing strategies in the Indian context. Introduction The retail infrastructure has witnessed a transformation across the world with the rapid growth of e-commerce, especially in the past two decades. India, swiftly emerging as an important economic country, with its economy growing at more than 9% annually and online retail services rising rapidly in recent years, is imperative to understand the factors that influence Indian...
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...3 2.THE HIP HOP GAME/ INDUSTRY ………………………………………………….7 3. UNDERGROUND ………………………………………………………………………..10 5. SAMPLING …………………………………………………………………………………11 6. CREATIVITY IN THE TWO WORLDS ……………………………………………..13 7.SALVATION …………………………………………………………………………………16 CONCLUSION …………………………………………………………………………………17 BIBLIOGRAPHY INTRODUCTION The phrase “Hip-Hop Is Dead” can be found everywhere around hip hop community discussions during the last years. Rapper “Nas” titled his eighth album in 2006 with this statement, and has caused a controversy among rap artists and listeners all over the world. But comparing today`s hip hop music with the roots of hip hop can we really claim that hip-hop is really dead? If so, what are the facts that lead in the death of hip hop? What does its demise mean for the average fan? How to bring it back? Does it mean the genre will go down in irrelevance like what happened in disco music? All these questions will be investigated during this paper, and to understand this complicate statement itself, we should figure out what the statement really means. Maybe it is the fact that most of the genre’s songs and music videos look exactly the same. Maybe it’s the mainstream hip-hop game’s emphasis in ridiculously shinning jewelry, the sexism and the focus on money and women. Better yet, according to Mickey Hess, “hip-hop’s untimely demise could be a result of the cancerous lack of creativity that plagued the general music industry in the last few years”. (Mickey...
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...wonderful life. This desire and trends are growing and seen as a gold mine for the beauty care market. Beauty care products imply psychologically that customers are taking care of their hygiene, beauty and healthiness by using some products to support this care. The beauty industry in women has been obviously growing since long ago, whereas the men’s market has just started blooming lately. Currently men are more aware of their body and the demand for beauty, aesthetics, youthfulness, healthiness, and fitness which can bring them away from the old opinion about “only cleanliness”. The advancement of fashion magazines for men emphasizes this point of view in a widespread arena. The explosion of the male press commonly affects more or less the consumption of men’s beauty products. As a result, men pay more attention to patterns of beauty and are more sensitive to the products alternatives, like many products are launched to the market to convince customers to believe that it can improve their appearance. Nevertheless, even though men buy more beauty products as grooming and skincare products, it is predicted that these products are still bought approximately 80% by their wife or companion. Like other marketing considerations, it supposes to have a...
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