Clean edge razor case niche vs mainstream only half part. Clean edge razor case summary main issue problem statement analysis. The 2010year is good for launching new edge, because the malespecific grooming products and nondisposable razor markets are both in their growing stages. Clean edge razor kelompok 7 mm kelas 27c dian atika. Clean edge razor case analysis by nicole ng on prezi. Case study clean edge razor page 1 case study clean edge razor product characteristics in 2007 paramount developed clean edge, a technologically advanced nondisposable razor. What changes are occurring in the nondisposable razor category. Paramount has become a market leader in global consumer products. Paramount is a global firm with a broad range of products in the health and beauty industries. Case study clean edge razor write my essay i need help. It entered the nondisposable razor market in 1962 and became a prestigious brand quickly.
The idea is to broadcast a message that will reach the largest number of people possible. Paramount is involved in the development of nondisposable razors since 1962 and it has now become a leading brand. Clean edge razor essays and research papers instructions for clean edge razor college essay examples. A young italian mba working for a swiss multinational is sent to india to establish a subsidiary and implement the strategy he prepared at headquarters as a strategic planner. Case study clean edge razor project description write 1 page per section addressing the questions below using the attached case clean edge razor section ii. Clean edge razor case study presentation by semaan obeid on. Clean edge razor splitting hairs in product positioning case.
Clean edge razor splitting hairs in product positioning. Clean edge razor case case clean edge razor splitting hairs. You will follow a case analysis template that will be given to you by the instructor. Splitting hairs in product positioning duanyi feng 0220 1. As a marketing advisor, my role is to analyse the clean edge razor case in terms of the inner and external.
Clean edge razor case analysis overview clean edge razor is a new product by paramount health and beauty company. It had a vibrating, ultrathin five blade design and worked on aaa battery. Randall must recommend an optimal strategy and provide supporting economic analysis of his decisionnot just for clean edge, but for its effect on the entire. Jun 07, 2017 this feature is not available right now. These were the users who were completely disinterested in the product. Clean edge razor case study presentation by semaan obeid.
Click on a datetime to view the file as it appeared at that time. In us razor market, nondisposable razors experienced approximately 5% growth per year from 2007 to 2010. When you discuss your case, keep in mind that both creativity and the actual problem solution matter. Razor market is categorized into different divisions, which includes shaving and the nondisposable razors had a 5% per year growth and the refill cartridge had a 2% per year growth.
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 twoway mirror. In most courses studied at harvard business schools, students are provided with a case study. Read clean edge razor case analysis free essay and over 89,000 other research documents. Case analysis cheryl lam professor linda reeser mktg 2030 s tuesday, march 4, 2014 executive summary with the u. The company now has to study and segment the market environment and find a suitable target to successfully position and launch their product. Clean edge razor kelompok 7 mm kelas 27c dian atika, rafika, rery indra kusuma clean edge razor 2. Clean edge razor case case study solution and analysis of. Study, case, case study positioning clean edge razor as niche would go nicely with the companys current portfolio. Aug 15, 2015 marketing analysis of clean edge case study slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Paramount clean edge razor case solution and analysis, hbr. Clean edge razor case analysis essay 909 words bartleby. Based on the current situation, clean edge razor is a global consumer product, which includes health, beauty, cleaning, and grooming product. It entered the nondisposable razor market in 1962 and became a prestigious brand. Half of the class will work on one case, the other half on the other case.
Splitting hairs in product positioning case solution. Paramount has been producing nondisposable razors since 1962 and. Clean edge razor case study analysis paramount, a well established and globally recognized personal care product company has developed their latest and highly innovative nondisposable shaving razor called clean edge. Case analysis of clean edge razor product characteristics in 2007, paramount developed a technological breakthrough in nondisposable razor segment called clean edge. The direct competition product positioning analysis product release challenges the first new release in 5 years. Superpremium segment of nondisposable razor grew significantly. Nancy clark gonzalez, jennifer frost, marty webb 2 summary of the background and facts this case study, while based on real events, is a fictional case that represents a possible scenario managers in todays business environment may encounter. Splitting hairs in product positioning case analysis marketing concepts problemdecision identified this case is about strategic positioning decision dilemma of a newly developed technologically advanced product. This case focuses on three core strategic decisions he must make as his plan is challenged by his local indian management team and schindlers european plants supplying him. Jackson randall, the product manager for clean edge, struggles with how best to position the product for the launch. In the end, all business operations are reduced to three words. 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. The market for the non disposable razor has been segmented on the basis of the following. Briefly describe the current situation of clean edge by articulating up to six key insights from the information presented in the case about the current situation.
Doc clean edge razor case analysis marketing case analysis. The overall wellbeing of the company marketing challenge marketing budget. Clean edge razor case study free download as powerpoint presentation. Its products offered were divided into four corporate divisions namely, cleaning, health, beauty and grooming. Scribd is the worlds largest social reading and publishing site. Splitting hairs in product positioning case solution briefing. This case study deals with product positioning for the clean edge razor as dealt with by jackson randall, its product manager. The nondisposable razor market has shown, and will continue to show growth. Strengths clean edge is at the cutting edge of shaving technology. To shavers and groomers, paramount clean edge is the brand of global personal care products, that provides the closest and smoothest shave because it is composed of ultrathin five blade design and vibrating technology proved to be the most innovative in the nondisposable razor market. What are the arguments associated with launching clean edge as a. Apr 26, 2012 click on a datetime to view the file as it appeared at that time. Paramount has used technology to create an innovative razor, but wants to make sure that it is positioned effectively. Clean edge razor case analysis marketing assignment, essay.
Nov 28, 2014 the company has already decided to introduce clean edge into the mens market where it has a strong presence. Major hbr cases concerns on a whole industry, a whole organization or some part of organization. Basic quantitative analysis for marketing hbs 9584149. Randall must recommend an optimal strategy and provide supporting economic analysis of his decisionnot just for clean edge, but for its effect on the. Clean edge razor case study free download as pdf file. Vrio analysis for clean edge razor case case study identified the four main attributes which helps the organization to gain a competitive advantages.
It has four divisions which include health, cleaning, beauty and grooming. If you continue browsing the site, you agree to the use of cookies on this website. 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. Marketing management case analysis clean edge razor.
Splitting hairs in product positioning case solution the clean edge razor, after years of development, was set to be launched. Clean edge razor paramount health and beauty company, known as paramount, is a global consumer products giant with four. Clean edge razor case niche vs mainstream only half part solution. It is important for paramount to grow the clean edge razor as well as the pro and avail. This case introduces paramount, a company engaged in the manufacturing and selling of health and beauty products in the highly diverse and competitive market. The case analysis for clean edge razo essay 1261 words 6 pages. It entered the nondisposable razor market in 1962 and became a. The subjects were testing out paramounts newest nondisposable razor, clean edge. Nov 23, 2014 read clean edge razor case analysis free essay and over 89,000 other research documents. Positioning clean edge as a mainstream product will prevent loyal paramount customers from leaving and becoming more interested in other products.
Splitting hairs in product positioning case solution, this case is about change management, conflict, financial analysis, leadership, marketing, product development publication date. Clean edge razor case analysis luiz dantas marketing management professor maryjo radosevich backgroundsituation 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 twoway mirror. Clean edge razor case study analysis essay 1845 words. Clean edge razor paramount health and beauty company, known as paramount, is a global consumer products giant with four corporate divisions including health, cleaning, beauty and grooming. Statement of the core problems of the case 1 page this section is a short description of what you believe to be the core problem or problems that are plaguing. Clean edge razor case study analysis free download as pdf file.
Clean edge razor splitting hairs in product positioning case solution, clean edge razor splitting hairs in product positioning case analysis, clean edge razor splitting hairs in product positioning case study solution, clean edge razor. Buy books, tools, case studies, and articles on leadership, strategy, innovation, and other business and management topics. Apr 25, 2014 case analysis for clean edge razor please write introduction, situation analysis includes market and company overview, competitors analysis, swot analysis. Clean edge razor case analysis marketing case analysis product positioning case analysis.
The clean edge razor case is one concerned with the introduction of a new razor that is nondisposable. Marketing analysis of clean edge case study slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Pricing, packaging, and demand forecasting for a new weightloss drug hbs 4183 pdf eng. Clean edge s performance, according to the case study, is one of the leading factors that can make it succeed in a niche market with these types of selective buyers. This report will then assess competitors positioning, cannibalization. Our mission is to provide effective marketing, print and media solutions for our clients. Looking at the exhibits, it is clear that using this marketing strategy would lead to consistently high profit margins. Case analysis clean edge razor splitting hairs in product positioning executive summary paramounts newest nondisposable razor, clean edge, has brought a new hope for the company whose other products are either on the mature stage of product life cycle or on the declining stage.
Case analysis of clean edge razor problem statement paramount health and beauty company developed the clean edge razor, a technologically advanced non disposable razor. Paramount entered the nondisposable razor market in 1962 and quickly became a market leader. Firstly it can be segmented into traditional pricequality segments of super premium, moderate and value. Clean edge razor case study analysis d2nv1dd73ynk idocpub. Mainstream positioning strategy more emphasis on the paramount name e. Paramount clean edge allow paramounts name to receive top billing matches the overall corporate strategy of building the paramount name equity clean edge razor case analysis by. Based on financials this is the worst strategy to pursue. After three years of development, paramount health and beauty company is preparing to launch a new technologically advanced vibrating razor called clean edge. Clean edge razor case case clean edge razor splitting.
Splitting hairs in product positioning 1818 words 8 pages. The company is well established with a record of 23. Clean edge razor case analysis luiz dantas marketing management professor maryjo radosevich backgroundsituation a group of executives. Clean edge razor case study market analysis brand scribd. Clean edge case analysis essay sample sample essays. The non disposable razor market the non disposable razor market can be segmented by 2 ways. Toko bunga surabaya, jual karangan bunga surabaya, jual bunga papan surabaya, jual bunga ucapan surabaya, jual rangkaian bunga surabaya, jual buket bunga surabaya, bunga ucapan selamat, bunga ucapan duka cita, bunga papan selamat, bunga papan duka cita. The objective of introducing the clean edge razor case was to introduce a type of razor that would provide consumers with the best shave and economical too. Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy. The author of this theory suggests that firm must be valuable, rare, imperfectly imitable and perfectly non sustainable. Splitting hairs in product positioning hbs 4249 pdf eng note.
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