...million in gross profit, with operating profit of $26 million. Paramount has two disposable razor products, the Paramount Pro, placed in the moderate segment of the product market and the Paramount Avail, a value offering in the market. The two combined make up 23.3% of the company’s share of the industry. Additionally, the shaving market is divided into three categories of “shavers”, each with unique needs from their razor. These are: maintenance shavers, social/emotional and aesthetic shavers. Recently, Paramount developed a new non-disposable razor, Clean Edge. With a new design, the Clean Edge offers scientifically proven, superior performance as it utilizes a vibrating technology to stimulate hair follicles and lift hair from the skin, which allows for a more thorough shave. Paramount is now faced with two options in introducing the Clean Edge razor in the market. With its innovative new features, Clean Edge will be priced in the “super premium” segment of the market. Competitor Overview Paramount’s competition consists of both direct competitors as well as substitute products. Substitute products include disposable razors, electric shavers, depilatory creams, waxing and laser hair removal. While disposable razors provide a “wet” shave alternative, they lack the innovation and technology that are standard for non-disposable razors produced by Paramount and its direct competitors. As a result, disposable razors mainly compete on...
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...Sample Case Scenarios Via: Harvard Business School Scenario 1: Clean Edge Razor: Splitting Hairs in Product Positioning description 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...
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...Group Case Study Case: Clean Edge Razor Three main parts: Case Discussion Questions 1. What changes are occurring in the nondisposable razor category? Assess Paramount’s competitive position. What are the 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. 3. Marketing problems or key managerial decisions to be made What are the arguments for launching Clean Edge as (a) a niche product and (b) a mainstream product? Which would you recommend, and why? Based on your positioning strategy, what brand name would you advise, and why? Analysis and evaluation of critical issues Recommendations with supports 1 How to analyze a case? 1.2.3 – analysis (50%); 3 – recommendations (40%); writing (10%) 2 How to write a report? Define the problems or main issues Introduction Identify what are the main issues presenting in the case. Mark or list out the most important information that would help you to define the problems or address the case discussion questions. Briefly describe an overview of the case and identify the key issue(s) underlying in the case study. Address the case discuss questions and/or generate possible solutions Once you have a full picture of the issues raised in the case, you can address the issues by mainly using the case information, theories and 3 methods, and...
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...Clean Edge Razor: New Product Positioning Paramount Health and Beauty Company (Paramount) is a multiproduct company specializing in shaving products and accessories. The company has developed a new shaving product dubbed Clean Edge is seen as the next generation of wet shaving products. Existing shaving products sold by paramount occupy the value and moderate product market segment. Introducing the new Clean Edge product into the market requires decisions on market placement, pricing, advertising and branding. Several potential problems with the product introduction are evident. The first problem to address is how this product should be positioned relative to the other offerings of Paramount. Another question is how this product will fare against similar competitive products from rival companies .Information from Table A in the case study indicates the non disposable razor market growing at roughly 5% per year with refill cartridge growth rate at 2% per year. The refill market is much larger than the razor market in terms of total sales. Table B in the same document on page 2 indicates that the Super-Premium and Moderate market volume and dollar sales are about75% of the total market. The choice for Paramount is which market segment to position the new Clean Edge razor and replacement cartridge sales into for maximum profitability. Competitor shave developed products that have some but not all of the features of the new Clean Edge razor so this becomes a factor on market introduction...
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...Table of Contents 1.0 Introduction 2 2.0 Case Summary 3 3.0 Case Analysis 5 3.1 SWOT Analysis 5 3.2 Industry Environment Analysis 7 3.3 Product Analysis through the Marketing Mix 11 4.0 Scenario Analysis 13 5.0 Recommendations 15 5.1 Costing and Budget Analysis 15 5.2 Product Positioning 18 5.3 Brand Name Selection 20 5.4 Contingency Plan 21 6.0 Conclusion 23 1.0 Introduction Paramount Health and Beauty Company (Paramount), a leading name in consumer’s Health, Cleaning, Beauty and Grooming, is all set to launch a new non-disposable razor with cutting edge technology aims to improve men’s shaving experience. Developed after a thorough research & development, the design is technologically superior, and provides superior performance by the use of a vibrating technology. Being the market leader in the non-disposable razor market segment, the launch is expected to propel Paramount into extending the market leadership. The issue at hand is the decision regarding this product positioning, either to market it as a niche product targeting highly involved fastidious groomers looking for superior shaving experience or as a main stream positioning focusing on the broad advantage of the closet possible shave. The case study leverage on the economic analysis, where a simple pro forma income statement that took into account the effects of cannibalization were produced, coupled with consideration from various marketing methodology including...
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...Marketing Management Case Analysis Clean Edge Razor: Splitting Hairs in Product Positioning Group AE1: Abhinav Singh (14S601) Anima Tapadiya (14S607) Dushan Garg (14S616) Niharika G (14S628) Raviteja Palanki (14S636) Prem Sharath (14804) Q.1. What changes are occurring in the non disposable razor category? Assess Paramount’s competitive position. Changes occurring in the non-disposable razor category: Consumers are increasingly becoming aware of technology and are demanding for technologically advanced and innovative razors. The market is growing at the rate of 5% approximately from 2007-10. Every player in this market is planning to increase the advertising media expenditure which translates to say that the market is being tapped to its full potential. Also, distribution outlets are responding to the increasing demand by increasing the shelf space. To cater to this increasing demand, 22 new stock keeping units were introduced between 2008 and 2009. Initially, the distribution of non-disposable razors was limited to traditional food and drug stores. But over the years from 2007 to 2010, the distribution started to shift towards mass merchandisers and club stores. Paramount’s Competitive position: Paramount presence is in the moderate and value segments. Paramount’s products Pro and Avail were currently not able to cater to the demand for technologically advanced and innovative products. Paramount also faced competition from substitute products like disposable...
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...[pic] HARVARD BUSINESS SCHOOL BRIEF CASES 4249 JANUARY 19, 2011 JOHN A. QUELCH HEATHER BECKHAM Clean Edge Razor: Splitting Hairs in Product Positioning On August 9, 2010, a group of executives from Paramount Health and Beauty Company (Paramount) sat in a research room intently observing a dozen men shaving on the other side of a two-way mirror. The subjects were testing out Paramount's newest nondisposable razor, Clean Edge, and discussing the experience. The verdict was extremely encouraging. The majority of men felt it was the closest, cleanest, and smoothest shave they had encountered. Clean Edge's improved design provided superior performance by utilizing a vibrating technology to stimulate hair follicles and lift the hair from the skin, allowing for a more thorough shave.1 Jackson Randall, product manager for Clean Edge, sat in the darkened observation room considering the positioning strategy for this new product. He had led the new product development process and was now grappling with how to position the product for the upcoming launch. All executives at Paramount agreed Clean Edge should be priced in the super-premium segment of the market. However, some executives believed Clean Edge should be launched as a mainstream entry within that segment, with the broad appeal of being the most effective razor available on the market. Others felt a more differentiated niche strategy, targeting the most intensely involved super-premium consumers, would be optimal...
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...In Brief: Clean Energy Markets: Jobs and Opportunities April 2010 Update [Type text] In Brief: Clean Energy Markets: Jobs and Opportunities Executive Summary This brief discusses how investment in clean energy technologies will generate economic growth and create new jobs in the United States and around the globe. The United States stands to benefit from the expansion of global clean energy markets, but only if it moves quickly to support domestic demand for and production of clean energy technologies through well-designed policy that enhances the competitiveness of U.S. firms. Clean energy markets are already substantial in scope and growing fast. Between 2004 and 2007, global investments in renewable energy more than doubled. Forecasts of investment totals over the next few decades vary according to assumptions made regarding the nature of future global climate agreements. Annual investments in global renewable energy markets could reach $106-$230 billion a year in 2020 and as much as $424 billion a year in 2030 (in year 2000 dollars). Over the next decade, assuming strong global action on climate change, cumulative global investment totals for clean power generation technologies could reach nearly $2.2 trillion. Recognizing the potential of these markets, China, Europe, and other nations are moving to cultivate their own clean energy industries and position them to gain large market shares in the decades ahead. In 2009, China invested more money in clean energy technologies...
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...Lindo Enterprises is one of the small-scale industries which has established and positioned their product in the market. They are in the business of processing raw seafood into a packed-snacks. Their financial data had shown an increasing sales and profit year after year since 1998. However, they are faced with a challenge of maintaining their competitive advantage and market position through a sustainable 10% annual growth rate for the next five years. Achieving this target would require the considerations and a careful study of the major threat or problems that the business is, and is going to face. Competition is on the top list, distribution of the product both locally and internationally through export-consolidators considering the quality standard, the increasing worldwide trend towards health consciousness which negates the consumption of processed snack foods and the stricter health and sanitary requirements on the import goods of the export markets are the major threat that must be resolved or given action. The analyst had come up with the recommended plan of action that could counter strike the above mentioned threats or problems. A strong campaign for marketing strategies to promote the product and gain the competitive advantage, a nationwide distribution of the product must be targeted, a continuous innovation of the product focusing on its quality and standards that could surpass the export requirements and of course considering to go with the direct exporting which...
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...It can be seen in many industries and the scope of how it can help these industries is amazing. One of these is in the medical world where doctors are now 3D printing not only artificial limbs, but also for the rarer cases where mass produced items would not be suitable. Dentists are also starting to use 3D printing to print crowns, bridges, abutments, etc. Solar and wind energy was discussed for the simple reason that environmentally and economically they cannot, and should not, be ignored as emerging technologies. Particularly in Ireland and in particular, wind energy, must be the way forward for producing energy. It surely makes sense to use an abundant natural resource and start to come away from the old fossil fuels that are harming us and the atmosphere we live in? I hope that all this makes sense to the reader. As an industrial engineer I will certainly be keeping and open eye and an open mind to all emerging technologies as they come...
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...for animals, such as bird, to nest in. Though it is rare in Thailand, nest box can be found normally in the western culture. Nest boxes are most frequently utilised for wild and domesticated birds, in which case they are also called birdhouses, but some mammalian species, such as bat, may also use them. Nest boxes are small and easy to take care of while attracting many birds. Birdwatchers often use them to lure birds into their private land for mark and recapture tracking. Materials and equipments need: 1. 1.5m x 15cm x 1.25cm piece of untreated, sawn timber 2. 20cm x 2.5cm nails 3. 3cm x 2.5cm self-tapping screws 4. Drill and 25mm, 28mm or 32mm wood drill bit 5. Wood saw 6. Sandpaper 7. Hammer 8. Screw driver 9. Tape measure 10. Pencil 11. Wood preserver, paint (optional) Instruction: 1. Measure the timber with the tape measure and draw the lines with the pencil for the nest box into 6 sections using the following measurements: a. Back panel 45cm x 15cm b. Base 11cm x 15cm c. Front 20cm x 15cm d. Roof 21cm x 15cm e. Two side panels for a sloping roof, 25cm high on back x 20cm high at the front 2. Cut the wood along the pencil lines using a wood saw. 3. Sand down all the rough edges with a sandpaper to protect the birds 4. Nail one of the side panels to the base panel. f. Hammer gently to avoid splitting the wood. 5. Then nail them both 10cm up from the bottom of the back...
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...Case Study: The Environmental Impact of the J and J Chemical Fire Background: The J&J chemical company is a manufacturing facility that provides and delivers portable sanitation products and services to more than 80 countries. Its headquarters and main manufacturing plant is located on Olympic Drive in Athens Georgia. This 30,000 square foot manufacturing plant produces portion control deodorizers, green products, non-formaldehyde, formaldehyde liquids, fragrance enhancers, cleaners, degreasers, hand sanitizers, and soap. The rear portion of this plant’s parcel borders the edge of Trail Creek, a major tributary for the Oconee River. The Oconee River is a two hundred and twenty mile long river that runs from North Georgia down to Wheeler County, where it joins the Ocmulgee River. These two rivers form the Altamaha River and ultimately empty into the Atlantic Ocean near Brunswick and The Golden Isles. Problem: On July 28th, 2010 a spontaneous combustion of several chemical stored in the manufacturing plant caused a fire to start. This fire burned for more than 8 hours, causing toxic smoke to fill the air and released contaminated chemicals into nearby Trail Creek. No one was in the building when the fire started, and no firefighters or anyone else was hurt while battling the blaze. The Athens-Clarke County Fire Department used thousands of gallons of water to fight the fire. This large amount of water usage “caused the stream to be highly polluted”, according...
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...Sara Lee in 2011: Retrenchment strategy UNIVERSITY OF MARYLAND UNIVERSITY COLLEGE SUBMITTED BY ALLIE JOSIAH TO: PROFESSOR JON GETTMAN DATE: 24TH APRIL 2013 Introduction Retrenchment Strategy Evaluation After Sara Lee's conservation, the association was ready to concentrate on its sustenance & drink, foodservice and worldwide organizations. Sara Lee's key goals for its remaining organizations were to keep tabs on client needs and managing perfection, while making an in number mark through wide developments and focused estimating. The association truly uses its retail meats, pushing comparative meats to its nourishment administration clients. Its meats have viewed expands in bargains and working salary, while productively making the most of improvements inside perishable things. The aforementioned advancements helped bargains more than $100 million, indeed, when its center items' bargains were even. The association holds a 20% piece of the overall industry in a developing industry of just about $10 billion. Sara Lee is the business sector pioneer in retail breads in North America, while nearly trailing Kraft inside the meat part. New bread bargains bounced more than $600 million inside 3 years, because of the power Sara Lee had with markets to build retire space for its features. Sara Lee furnished imaginative breads for its clients, while commanding the breakfast bread market. While holding a 14% piece of the pie in a $100 billion industry, Sara Lee is positioned...
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...Aesthetic can be defined as the study of sensory and or emotional values of artistic expression, which may be in any medium of visual, musical, and or theatrical. For my aesthetic experience paper we were asked to depicted artworks in detail from an aesthetic way, with including our inquires into the papers. My first inquire is “What is the some modern type of visual art in Barcelona and how does it differ from the older pieces?” In many of the sculptures and paintings that I have seen I have noticed the fine detailed of Catalan Gothic markings and the distinctive way some of the art had different styles. The most modern types of art that I found were the pieces in the Dali Museum. While we were walking around in the museum, it felt that these pieces were much newer then most other sculptures and paintings. In my journal, I have two paintings that Dali had which were called Palace of the Winds and The Hallucinogenic Toreador. These painting to me really showed the newer the representation of Barcelona can be then other artworks or artists. I remembered our tour guide told us about how Dali loved American cars, in which he had a Cadallaic in his museum. The images that were presented were in a abstract way that many either like or don’t like. The two photos that I have discussed above, both show a certain expression and representation on how to see the world. I was impressed at the skill level that Dali had when working on the quality of these pieces and others. In a way the...
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...directions for the term project. 2 2.1 Literature review Java et al. 2006 Java et al. (2006) explore models that determine the blogs with the most influence on the Blogosphere. The paper defines influence as a link from blog a to blog b implies that a influences blog b. They further create an influence graph that weights edges by a function of the amount of links. This paper evaluates various heuristics, such as Pagerank, indegree, and greedy algorithm, to determine which blogs have the most influence on the Blogosphere. The analysis shows that PageRank is rather efficient and converges quickly. The paper also analyzes the effect of splogs, i.e. spam blogs. The results indicate that not removing splogs greatly impacts the accuracy of the influence models. As such, the paper uses some algorithms to identify splogs, and then, and only then, do the heuristics converge to within 70% agreement on the predicted number of influenced nodes. 2.2 Leskovec et al. 2007 ”How do blogs cite and influence each other? How do such links evolve? Does the popularity of old blog posts drop exponentially with time?” These questions are addressed by Leskovec 1 (2007). This study creates a directed graphs to analyze shape patterns in the large blog graphs as well as temporal patterns regarding how the popularity of a blog post...
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