Nclean edge razor splitting hairs in product positioning pdf

The nondisposable razor category has seen changes in the recent years. Splitting hairs in product positioning paramount has long been a wellrespected. One strategy is to release clean edge as a niche product, targeting the highend market of fastidious groomers looking for superior skin care products. They are also called open razors and cutthroat razors.

Splitting hairs in product positioning paramount entered non disposable razor market in 1962. The direct competition product positioning analysis product release challenges the first new release in 5 years. Paramount health and beauty company is introducing a brandnew nondisposable razor, clean edge that boasts about remarkable efficiency by making use of a vibrating innovation that stimulates hair roots and lifts the hair from the skin allowing an extensive shave. Positioning the brand and defining communication objectives. Clean edge razor case case clean edge razor splitting. Clean edge razor splitting hairs in product positioning case. What are the arguments associated with launching clean edge as a. Clean edge razor case case clean edge razor splitting hairs. Read this essay sample on clean edge razor splitting hairs in product positioning. Splitting hairs in product positioning hbs 4249 pdf eng note. When you feel the blade edge begin to catch and cut the hair you have found the correct angle. Single edge safety razors product categories maggard. After three years of development, paramount health and beauty company is preparing to launch a new technologically advanced vibrating razor called clean edge. The one secret you must know for beating ingrown hairs once and for all.

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. Clean edge razor splitting hairs in product positioning 1. On the other hand, clean edge poses the challenge of positioning. Clean edge razor case study presentation by semaan obeid on. Recommend and justify competitive marketing strategies, including segmentation, positioning and the marketing mix, to create value for stakeholders in the marketplace and society at large. But a band of contrarians gathering at such web sites as badger and blade and s wicked edge claim that, for all the change in mens razors, weve made no. Clean edge razor albert rosenberg william kim positioning strategy.

Edge is completely a new and higher performing design. Niche market mainstream market conclusion the most effective proposition for clean edge, in consideration of design, cost, and its overall influence to the company, is to become a niche product. Posted in marketing and tagged beckham, case, clean edge, hairs, positioning, product, quelch, razor, solution, splitting on november 28, 2014 by casesolutionshub. They are searching for the most efficient way to gain market share. 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. Pouliopoulosmk 400sp182202018executive memo for clean edge razor. How to shave properly with a double edge safety razor. Course outline rsm 250 h1f principles of marketing, fall 2015. Hey guys, ive been looking into getting a safety razor for some time now. One strategy is to release clean edge as a niche product, targeting the highend market of fastidious groomers. It wasnt hard for me to get used to, it took me less than a minute to figure out how to switch out the razor guards.

The first double edged razors were somewhat thicker than the present razors. I started with the 100 grit all they way up to 1600 grit. Splitting hairs in product positioning case solution briefing. Jul 11, 2014 clean edge razor splitting hairs in product positioning 1. Edwin jagger double edge safety razor is appreciated by both new and experienced wet shavers worldwide. Jan 19, 2011 after three years of development, paramount health and beauty company is preparing to launch a new technologically advanced vibrating razor called clean edge. Mongoose razors mingoose satin finish stainless steel single edge razor.

Clean edge razor case study presentation by semaan obeid. Splitting hairs in product positioning market analysis. Im currently using gilette 5 blades and whatnot, and i awful ingrown hairs when i shave in areas besides my face, and am sick of having to pay so much. They were almost rectangular and had lesser holes than the current blades. Paramount entered the nondisposable razor market in 1962 and quickly became a. Product life cycle challenges for paramount products. 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. After three years of development, paramount health and beauty company is preparing to launch a new technologically advanced vibrating razor called clean. Purwedi darminto yuvi karauwan marketing management dosen. Paramounts clean edge razor was determined to be priced in the superpremium segment of the market, and now face the decision between two positioning strategies, mainstream entry and niche strategy, both of which have pros and cons. Splitting hairs in product positioning, faculty spreadsheet supplement brief case. Submitting a text entry box, a website url, a media recording, or a file upload.

Download as docx, pdf, txt or read online from scribd. Feather all stainlesssteel double edge razor is a perfect safety razor. Choose a product or service you would like to analyze. Clean edge razor kelompok 7 mm kelas 27c dian atika, rafika, rery indra kusuma. Shaving debate hasnt resolved whether doublededged. 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. The overall wellbeing of the company marketing challenge marketing budget. Case summary main issue problem statement analysis recommendation. Market segmentation, target market selection, and positioning, by miklos savary and anita. The double edge razors saw their patent and introduction in the 1800s.

Splitting hairs in product positioning problem a wellknown health and beauty company, paramount is launching a hightechnology nondisposable razor, clean edge. The company has already decided to introduce clean edge into the mens market where it has a strong presence. The marketing budget allocation problem arises due to the problem of brand positioning. Nov 28, 2014 posted in marketing and tagged beckham, case, clean edge, hairs, positioning, product, quelch, razor, solution, splitting on november 28, 2014 by casesolutionshub.

In my experience, the razor didnt yank my hair while i was cutting with dry hair, which i was kind of nervous about also. Splitting hairs in product positioning, spreadsheet supplement brief case. That is why im including it as number one on this list. I started with the 100 grit all they way up to 1600 grit, then on the 2 ceremic stones, and finally on the. Splitting hairs in product positioning paramount company developed a new non disposable razor called clean edge. I sharpend my zt0392bwbrz on my wicked edge sharpening system. Harvard business school spreadsheet supplement 114252, january 2011. Single edge blades product categories maggard razors. Develop and articulate the positioning strategy for clean edge target segment, frame of reference pop, pod, value proposition, reasons to believe. Splitting hairs in product positioning 1818 words 8 pages. Splitting hairs in product positioning retail sales. I was nervous buying this product because i wasnt sure how to use them.

Teknik mengolah data dalam spss untuk melakukan uji regresi linier. However, considering that paramounts nondisposable razor market share is continuously increasing from paramount pro and avail, which are not superpremium products, suddenly introducing clean edge in the mainstream market to get mass appeal would cannibalize paramounts existing brands, potentially degrading paramount as a cheap brand. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Product life cycle challenges for clean edge products. Learn how to use data to understand market segments and select target markets, tasks and.

Case summary main issue problem statement analysis recommendation 3. Furthermore, since clean edge is in it is early stages it is going to face competition from existing products with similar capabilities. What are the strategic lifecycle challenges for paramounts current products as well as clean edge. The 2010year is good for launching new edge, because the malespecific grooming products and nondisposable razor markets are both in their growing stages. The predecessors of the modern straight razors include bronze razors, with cutting edges and fixed handles, produced by craftsmen from ancient egypt during the new kingdom 1569 1081 bc. What changes are occurring in the nondisposable razor category. This course will also lay a strong foundation in communication. A straight razor is a razor with a blade that can fold into its handle. The innovative new design of clean edge clean edge razor.

Buying your first safety razor three piece vs twist to open posted 7 years ago. The product was designed to provide superior performance by adding new technology to stimulate the facial hair, which allowed a more through shave. If paramount goes with the niche positioning strategy, their brand power will be strengthened. Sep 03, 2012 the darling of these shaving contrarians is the doubleedged safety razor. Jackson randall, the product manager for clean edge, struggles with how best to position the product for the launch. Team 2 clean edge razor case study shaving brand scribd. Paramount clean edge razor case solution and analysis, hbr. It comes with five free derby double edge razor blades to get you started. It took paramount health and beauty company three years to develop edge. Will a desafety razor help prevent ingrown hairs and razor burn. Dorco double edge razor blace st300 stainless blade 100 pcs fastest shipping. Splitting hairs salon carries a number of fine, salononly products to meet your beautiful needs. Splitting hairs in product positioning essay 1247 words 5 pages.

Clean edge razor splitting hairs in product positioning slideshare. Feather has the most cutting edge razor in the world. The sales promotion resource allocation decision brief case. Group case report in pdf file is due on nov 23 before 7pm. Eufora formulations harness the power of more than 100 unique plant and flower extracts, essential oils, vitamins and natural aromas. For small companies, you may not be able to distinguish the product from the company. Splitting hairs in product positioning case solution. Furthermore, since clean edge is in it is early stages it is going to face competition from existing products. I watched one video on how to cut hair with the razor, and my hair turned out amazing and beautiful. Start writing about clean edge razor splitting hairs in product positioning case solution with this example essay.

However, considering that paramounts nondisposable razor market share is continuously increasing from paramount pro and avail, which are not superpremium products, suddenly introducing clean edge in the mainstream market to get mass appeal would cannibalize paramounts existing brands. 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. Will a desafety razor help prevent ingrown hairs and. The subjects were testing out paramounts newest nondisposable razor, clean edge. The package also has instruction and a product registration card to help you confirm the authenticity of the product. Basic quantitative analysis for marketing hbs 9584149.

Search for product that most effectively remove hair. Paramount health and beauty company paramount health and beauty company, a leading name in consumer products including health, cleaning, beauty and grooming is all set to launch a new non disposable razor with cutting edge technology to improve mens shaving experience. When students have the englishlanguage pdf of this brief case in a coursepack, they will also have the option to purchase an audio version. Keep in mind that 15 students have already been assessed using this rubric. Clean edge razor splitting hairs in product positioning. 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. In the end, all business operations are reduced to three words. Splitting hairs in product positioning the case centre, for students. Your invisible line posted 7 years ago what razor should you be using right now to get a smoother shave on a daily basis. 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. It has stainless steel double edge razor and 5 feather histainless double edge blades. Shaving debate hasnt resolved whether doublededged safety. Learning activities, evaluation, and grades each student will be judged based on how well he or she has command of the course materials.