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Table of Content

1. Situational Analysis…….……………………………...…………3 2. SWOT Analysis…………………………………………….……..6 3. Strategic Marketing Plan Recommendations……..……..……..7 4. Strategic Communication Plan Recommendations…...………..9 5. Marketing Budget Allocation Recommendations…………….12

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This product marketing plan proposal has been prepared in accordance with Paramount for deciding the market position and designing marketing strategies for the newest nondisposable razor— Clean Edge, which is scheduled to launch in January 2011. To provide precise marketing and advertising advice, this report begins with a summary elaborating on the components regarding the current situation of Paramount and current U.S. razors market analysis. This report will then assess competitors positioning, cannibalization possibilities, and current target customer behaviors, and concludes with suggested product positioning, branding and communication strategies and budget allocation proposals. 1. Situational Analysis: Company Overview: Paramount, a global consumer products company, including Health, Cleaning, Beauty, and Grooming divisions, had its worldwide sales $13 billion and gross profits $7 billion in 2009. Paramount has been producing nondisposable razors since 1962 and become a leading brand. There are two lines of Paramount nondisposable razor market: Paramount Pro and Paramount Avail, which generated revenue of $170 million, $92 million in gross profit, and $26 million in operating profit during 2009 in the U.S. Paramount Pro was positioned in a moderate segment, and Paramount Avail was considered as a value segment. The U.S. Razor Market Overview: The U.S. razor market includes several categories, and Clean Edge belongs to the nondisposable razor