...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 razors, electric razors, depilatory...
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...electricity. Companies such as the ones mentioned above have found out that this situation has provided an opportunity to create innovative sources renewable energy. Another reason why they are doing this is because growth in mature markets tends to slow down. Therefore, many global companies are realizing that the ability to serve the needs of the world’s poorest consumers will be critical source of competitive advantage in the near future. These companies see the bottom of the pyramid as a potential market. In fact, they are already developing products and launching products specially designed for this segment. They are segmenting global markets by income and population and targeting millions of poor consumers with innovative products and appropriate positioning strategies. However, they have to understand the importance of skillful global market segmentation and targeting while trying to reach low-income consumers in emerging markets. Rural markets are dispersed and distribution is not well established. One problem is to persuade low-income consumers to change their behaviors by buying new products and integrating them into their lifestyles. These companies have to grasp the value of local research and developing programs in emerging and rural markets. 2. How might an understanding of the characteristics of innovations help marketers succeed in emerging markets? According to Everett Rogers, there are five major characteristics of innovations, which are factors that affect the...
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...leveraged. However, The Fiat Group focuses mainly in automobile sector, and this is not to mention that the world’s famous brands like Alfa Romeo, Maserati and Ferrari are entirely owned and managed by The Fiat Group; this has exclusively enhanced Fiat’s automobile portfolio in terms of brand’s strength, value and equity. Fiat carries out its businesses through its subsidiary companies located in over 50 countries while majority of its plants, employees, and R&D is based in Italy and Europe (The Fiat Group 2010). In battling for market share against major global competitors, Fiat has recently entered into mutual strategic alliance with Chrysler, with Fiat holding 20% of the shares. This provides both sides many complementary advantages. For instance, Fiat immediately gains unlimited access to Chrysler’s extensive North American dealer network, and therefore can save huge production cost by using Chrysler’s plants to produce its models for North American market. Chrysler also gains Fiat’s global distribution network in reciprocal while also being provided with shared knowledge in engine technology and the know-how of building small and fuel-efficient vehicles. One of the Fiat’s fleets that this paper will place an emphasis on is the Fiat 500 model. The first original model of Fiat 500 was launched back in 1957, namely the Nuova 500, and it was positioned as an economical and cheap city car. Having seen the success posed by...
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...iPhone 4 Business Enterprise [->0] What the innovation is: The iPhone 4 is a smartphone developed by the company Apple. It is the fourth model of the iPhone after launching its existing products such as iPhone 3gs which was also a huge success. How it is a innovative: iPhone 4 is an innovative product because it has been innovated a few times in the market after launching its existing products such as iPhone 3gs. It is now the new and improved version of all the other models made in the apple company. This product also has better features for example you can watch movies, listen to music, play games, download apps. It has also introduced face time which is a video chat made between two iPhone 4's this is a feature no other phone has, it also allows you to download app world, which helps attract more customers because this allows you to download any app for free will helps you remain organised. iPhone 4 has also become much thinner and weighs much less compared to the other iPhones. This shows it is innovative as a new idea was introduced and then applied. Why I admire this innovation? I admire this product because it is everything put in one for example it has social networking via emails, Facebook, Msn, Yahoo. You can also download apps such as ‘Whatsapp’.This helps cut costs which makes it cheaper for the user as they can text for free. Internet searching has also been made much easier to access. This minimises the trouble of accessing...
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...IDEO Product Development A. The key issue that will impact the focal firm’s ability to survive, thrive and grow is their ability to maintain an innovative environment and creative process while developing a product on a much more agressive time schedule than usual B. What is the Problem that this company is addressing? Consistently delivering innovative products to their clients. C. Solution: How is the company trying to solve the Problem? IDEO uses a unique development process that the company combines with a corporate culture to foster creative thinking. D: Business Model: IDEO develops products for companies, starting from the design right up to the manufacturing process. They charge fees for each individual project depending on its scope. E. Key Success Factors 1. THEN (FROM) 2. NOW (TO) (1) Putting just as much emphasis on product design as on engineering, regardless of the complexity of the device (2) Setting up a process of prototyping and brainstorming that encourages maximum creativity and idea creation across employees (3) A mostly unorganised process and flat structure make up a company culture that boosts creativity and independency in employees (4) Big client involvement in every stage of the project (1) Need to stay creative and not become too politicised despite the growing number of employees and presence in various locations (2) Implement a more attractive compensation scheme to retain their employees (3) Still having a good...
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...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 production...
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...Situation analysis .................................................................................... 3 The market ................................................................................................ 3 Micro-environment ................................................................................... 3 Macro-environment .................................................................................. 4 2. a. b. c. d. SWOT analysis ........................................................................................ 4 Strengths ................................................................................................... 4 Weaknesses ............................................................................................... 4 Opportunities ............................................................................................ 5 Threats ...................................................................................................... 5 3. Main decisions ......................................................................................... 5 1 Executive Summary “The Aquatred” is the new innovative tires which will be added to Goodyear products family. It is a replacement tire for passenger cars, specially designed for driving in rainy weather. Goodyear is satisfying different targeted segments in a matured market with a strong distribution strategy, especially among small independent dealers. Even though, its distribution...
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...the world are trying to get over one another by being distinctive in their field. New product development process is the leverage which eases a company to do so. Consumers are now looking for new innovative products and so they demand to find a way to develop this product more quickly and effectively. Here we are discussing this new product development process according to our company’s view in launching our new product which is ‘Solar Backpack.’ About our company: Our company is renowned for supplying green products with higher quality, style and reliability. The company established in 1998 in London and since we have been continuing our service with and great reputation. In several years we achieved the market leadership in supplying green product to the major UK retailer. Now we have our own outlet established in 2006 in London. Soon, we are going to open more outlets all over UK and our aim is to provide our service in international basis. About our product: The Solar backpack is the first product in backpack line which has an integrated solar charging system retaining all the qualities of a usual backpack. It has more features comparing with a usual backpack as it a smart, effective solar charging module, multiple pockets for electronic devices, adapters and sometimes with removable battery pack for extra power generation. Name of the brand: Eco solar backpack Product Features: Solar Module providing up to 2.5 Watts of power Single 12V charging outlet ...
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...Benefits of Skimming Price Strategy? 5 3. Apple’s iPhone Strategy 6 3.1 Market Segment 7 3.2 Product Life Cycle and Elasticity of Demand 7 3.3 Brand Loyalty 9 3.4 Sales and revenues 9 4. Conclusion 11 5. References 11 1. Introduction 2.1 Introduction to pricing strategies Pricing strategy is the pursuit of identifying the optimum price for a product. This strategy is combined with the other marketing principles known as the four P's (product, place, price, and promotion) to position its brand in the market. Pricing strategy is perhaps the most critical components of the marketing mix as it is the only P’s which focused on generating revenue and ultimately profit for the company. The remaining 3p’s are the variable cost for the organization because it costs to design and produce a product; it costs to distribute a product and costs to promote it. Companies may use a variety of pricing strategies, depending on their own unique marketing goals and objectives. Some of the pricing strategies are Penetration Pricing Strategy and Skimming Pricing Strategy. A Penetration Pricing Strategy is designed to capture market share by entering the market with a low price relative to the competition to attract buyers. On the other hand, Skimming Pricing Strategy is aimed to gain high profit margin at initial stage by charging a relatively high price during the launch of a new, innovative product and then lowering the price over time to access different points on the demand...
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...over the world are trying to get over one another by being distinctive in their field. New product development process is the leverage which eases a company to do so. Consumers are now looking for new innovative products and so they demand to find a way to develop this product more quickly and effectively. Here we are discussing this new product development process according to our company’s view in launching our new product which is ‘Solar Backpack.’ About our company: Our company is renowned for supplying green products with higher quality, style and reliability. The company established in 1998 in London and since we have been continuing our service with and great reputation. In several years we achieved the market leadership in supplying green product to the major UK retailer. Now we have our own outlet established in 2006 in London. Soon, we are going to open more outlets all over UK and our aim is to provide our service in international basis. About our product: The Solar backpack is the first product in backpack line which has an integrated solar charging system retaining all the qualities of a usual backpack. It has more features comparing with a usual backpack as it a smart, effective solar charging module, multiple pockets for electronic devices, adapters and sometimes with removable battery pack for extra power generation. Name of the brand: Eco solar backpack Product Features: Solar Module providing up to 2.5 Watts of power Single 12V charging outlet...
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...skilled and dedicated professionals guided by an able leadership. Proper strategic planning, technical excellence, swift and timely decisions helped us achieve our objectives leading to much faster growth. Incepta was able to anticipate the need of the market and provide the right product at the right time. High focus on R&D investment from the very beginning made possible the introduction of quality products ahead of its competitors in most cases. Incepta Pharmaceuticals Ltd. is now the 2nd largest company of the country and recognized as the fastest growing of the top five manufacturing company in the country. Incepta now has one of the largest and competent sales force and large distribution network of its own, operated from 18 different locations throughout the country. A marketing team composed of pharmacists and doctors are at the core of the marketing operation. These professionals play a crucial role in providing the necessary strategic guideline for the promotion of its product. The company has very innovative plan to become a most renowned pharmaceutical company in the world by improving research based dosage form manufacturing within a very short period. Product Profiles Incepta Pharmaceuticals was produced its first product, ranitidine, in December of 1999. The company produces various types of dosage forms which include tablets, capsules, oral liquids, ampoules, dry powder vials, powder for suspension, nasal sprays, eye drops, creams, ointments, lotions, gels, prefilled...
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...You inspire us to pursue forever innovative and vigorous winning. ------- United Cereal In a study (James C. Collins, Jerry I. Porras, 1996), James C. Collins and Jerry I. Porras proposed that a well-conceived vision consists of two major components: core ideology and envisioned future. Core ideology defines what we stand for and why we exist. The envisioned future is what we aspire to become, to achieve, to create- something that will require significant change and progress to attain. 1. Core ideology Core ideology consists of two distinct parts: core values and core purpose. While the strategies and practices will adapt to the changing environment endlessly, core values and core purposes remain fixed in the companies which enjoy enduring success. As a set of guiding principles, core values are the essential and enduring tenets of companies and have intrinsic value and importance to those inside the organization. UC’s two time-tested values-customer and market oriented, and constant innovation- which can be summarized from the company phrases, are embodied in its vision: ● Customer and market oriented (“You inspire us”): It is customers who lastingly gave UC inspiration to do innovation and led UC to become a pioneer in the use of consumer research and focus group. UC listens to the customer, spots the trend, and holds the high value placed on extensive market testing prior to launching new products. ● Constant innovation (“Innovative winning”): UC had a well-earned reputation...
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...families and tradition. In terms of trends, the main evolution will concern the increasing influence of social media and digital marketing activities that improves customers experience and positively affects online sales of luxury goods. The demand for eco health savvy products will be stronger. The need for personalisation of products will also become more and more important. The demand for regional customisation - where brands capitalize on local cultures -will appear. Regarding the women category, the trend is a rebound of products/brands with high fashion content for special occasion in the high end segment. For the leather goods, there is a strong growth across all geographies and an increasing men’s spending (especially in Asia). In terms of countries, China will keep driving luxury goods consumption. Central Europe, Brazil and the Middle East are becoming significant in this industry. At this stage, we are interested in launching high tech accessories on Asian market. The strategy we would like to implement is to give a fresh air to the brand Hermes while keeping its authenticity and prestige. We think of launching high tech accessories, such as mobile/laptop/tablets accessories, travel goods…These products could be customizable, launched for special occasions and have a social and environmental excellence built in. The core values will remain the same to meet consumers’ desire of authenticity in time of crisis. The counterfeiting is a potential threat for Hermes. It...
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...Product and Brand Management “Lenovo: Building a Global Brand” 1 What should Lenovo’s overall corporate brand positioning and corporate branding strategy be in global markets? Why is developing a global corporate brand important to Lenovo? The needs to be an international company: To survive and succeed in the global business environment, Lenovo has no choice but to become an international firm in the PC business. In the Lenovo’s financial report we can observe the big differences between fiscal year 2005 and projected 2006’s taxes requirement of 35 million US dollars to projected taxes of 632 US million dollars. With China joined the WTO, Lenovo surely would lose its advantage of government intervention (tariff or other restriction of other PC companies, ex. HP, IBM) to ensure its market share and profitability in Chinese Market. Lenovo’s market share of 30% in 2001 was number one in the Chinese market, but Dell computer, upstarts, as well as PC clones also posted strong challenges to its leading market share. To grow the company, Lenovo would have to expand to the worldwide market that it didn’t have. With the acquisition of IBM PC division announced in December 2004 gave Lenovo a great opportunity to expand its territory outside Asia. To leverage this great acquisition, Lenovo needed to establish itself as an international company that could convert itself from a PC brand was little known globally to a company that not only can succeed in innovation to carry the legendary...
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...created by the author in order to show how the company can develop brand strategy; this includes development of the logo and brand name. Explanation of the basis of the brand valuation, creation and justification and demonstrating the various facets of a national brand and the internationalization of that brand, the Company selected and the name and brands associated with the company follow here under. The company will be involved in development of, computers, associated software, smart phones, and innovative music player media. The company which in this paper will be referred to us Protegrity will operate from London, United Kingdom. When its started by the two founding partners who were in college together, the aim will be to start a company that will offer innovative products and services that everyone across the globe would love to use. The founding partners also have a dream of creating a company where everyone would like to work at. Other dreams will be to create quality products and software that...
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