description of the overall market potential analysis, to then present the plan for next year. Company Background: Gillette was founded in Boston in 1901 and is the world leader in ten product categories: Razors and Blades, Writing Instruments, Correction Products, Men’s Electric Razors, Toothbrushes, Shaving Preparations, Oral Care Appliances, Pistol-Grip Hair Dryers, Hair Epilators, and Hand Blenders. Its products are distributed in 200 countries. Gillette’s mission is to achieve worldwide
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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
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positioning concept Randall should use the “niche market” positioning concept. As the case points out, both “niche” and “mainstream” strategy will help Paramount to raise its market share in super-premium non disposable razor segment. But the “niche” strategy will enables Clean Edge Razor to contribute profit and at the same time, limit the effect of cannibalizing Paramount’s existing products. Two reasons Randall should use the strategy are presented below: After quantitative analysis, from
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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
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positioning concept Randall should use the “niche market” positioning concept. As the case points out, both “niche” and “mainstream” strategy will help Paramount to raise its market share in super-premium non disposable razor segment. But the “niche” strategy will enables Clean Edge Razor to contribute profit and at the same time, limit the effect of cannibalizing Paramount’s existing products. Two reasons Randall should use the strategy are presented below: • After quantitative analysis
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brand in men’s grooming industry. The competition in the razor industry is becoming more intense since the start of online retailing of razors. With competition heating up Gillette has to find a way to cater to consumers. Gillette merged with P&G in 2005, which instantaneously became a competitive advantage. Gillette uses its aggressive advertising to compete with customers and keep its market share. The company will introduce a new women’s razor to put more emphasizes on women. The company will use
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Clean Edge Razor Case Analysis Luiz Dantas Marketing Management Professor MaryJo Radosevich Background/Situation 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
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SYNTHETIC BIOPOLYMERS – Biopol® • Biopol is the trade name of one of the most common synthetic biopolymers produced today. This biopolymer is a polyhydroxyalkanoate (PHA) and it is a co-polymer (2 different monomers joined), consisting of the monomers polyhydroxybutyrate (PHB) and polyhydroxyvalerate (PHV). • Biopol is produced industrially, using the fermentation of sugars by the bacterium “Alcaligenes eutrophus” which grow in tanks with a carbon-based food source. The polymer is then separated
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Global Soap Project www.google.com/CNNHeroesDonate Donate to a CNN Heroes Non-Profit. Use Google Wallet to Give Today! Look For Accessories for cars ? Mobil1.co.in Mobil World's Leading Engine Oil Learn How We Are Better Than Others Beauty and grooming were terms that were synonymous with women till a few decades back. But with the influx of numerous male personal care products and the subsequent increase in disposable incomes have resulted in men becoming extremely conscious about the way they
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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
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