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. Clean edge case analysis essay sample sample essays. One strategy is to release clean edge as a niche product, targeting the highend market of fastidious groomers. Pricing, packaging, and demand forecasting for a new weightloss drug hbs 4183 pdf eng.
Case analysis cheryl lam professor linda reeser mktg 2030 s tuesday, march 4, 2014 executive summary with the u. The company is well established with a record of 23. 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. Firstly it can be segmented into traditional pricequality segments of super premium, moderate and value. Clean edge razor paramount health and beauty company, known as paramount, is a global consumer products giant with four. The author of this theory suggests that firm must be valuable, rare, imperfectly imitable and perfectly non sustainable. Splitting hairs in product positioning case solution, this case is about change management, conflict, financial analysis, leadership, marketing, product development publication date. After three years of development, paramount health and beauty company is preparing to launch a new technologically advanced vibrating razor called clean edge. The non disposable razor market the non disposable razor market can be segmented by 2 ways. Case analysis of clean edge razor problem statement paramount health and beauty company developed the clean edge razor, a technologically advanced non disposable razor. Clean edge razor case analysis by nicole ng on prezi.
Clean edge razor case study presentation by semaan obeid. Paramount entered the nondisposable razor market in 1962 and quickly became a market leader. Clean edge razor case niche vs mainstream only half part. Case study clean edge razor write my essay i need help. Major hbr cases concerns on a whole industry, a whole organization or some part of organization. Splitting hairs in product positioning 1818 words 8 pages. This case study deals with product positioning for the clean edge razor as dealt with by jackson randall, its product manager. 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. 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. In us razor market, nondisposable razors experienced approximately 5% growth per year from 2007 to 2010. 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. 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 duanyi feng 0220 1. Buy books, tools, case studies, and articles on leadership, strategy, innovation, and other business and management topics. Splitting hairs in product positioning marketing management mba 812 b jihang yang elvis september 27, 2012 executive summary paramounts newest nondisposable razor, clean edge, which from paramount health and beauty company injected a drop of new blood for the company. As a marketing advisor, my role is to analyse the clean edge razor case in terms of the inner and external. Based on the current situation, clean edge razor is a global consumer product, which includes health, beauty, cleaning, and grooming product.
Clean edge razor splitting hairs in product positioning case. Marketing analysis of clean edge case study slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Paramount has become a market leader in global consumer products. Jackson randall, the product manager for clean edge, struggles with how best to position the product for the launch. This report will then assess competitors positioning, cannibalization. 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. Vrio analysis for clean edge razor case case study identified the four main attributes which helps the organization to gain a competitive advantages. The subjects were testing out paramounts newest nondisposable razor, clean edge.
Jun 07, 2017 this feature is not available right now. Mainstream positioning strategy more emphasis on the paramount name e. I recommend that the company position the clean edge razor for one year as a niche position and then position the clean edge razor as a massmarket razor for everyone to use. These were the users who were completely disinterested in the product.
Clean edge razor case study presentation by semaan obeid on. 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. The overall wellbeing of the company marketing challenge marketing budget. Paramount clean edge razor case solution and analysis, hbr. 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 free download as powerpoint presentation. 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. Study, case, case study positioning clean edge razor as niche would go nicely with the companys current portfolio.
What changes are occurring in the nondisposable razor category. An alternative solution would be to establish a niche market for clean edge. 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 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 case analysis essay 909 words bartleby. 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. Splitting hairs in product positioning case solution briefing. Splitting hairs in product positioning case solution. 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. It had a vibrating, ultrathin five blade design and worked on aaa battery. The direct competition product positioning analysis product release challenges the first new release in 5 years. Its products offered were divided into four corporate divisions namely, cleaning, health, beauty and grooming. It is important for paramount to grow the clean edge razor as well as the pro and avail.
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. If you continue browsing the site, you agree to the use of cookies on this website. The idea is to broadcast a message that will reach the largest number of people possible. 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. This case introduces paramount, a company engaged in the manufacturing and selling of health and beauty products in the highly diverse and competitive market. 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. Half of the class will work on one case, the other half on the other case. 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. Paramount has been producing nondisposable razors since 1962 and. Clean edge razor case case clean edge razor splitting hairs. Scribd is the worlds largest social reading and publishing site.
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. 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. Strengths clean edge is at the cutting edge of shaving technology. Clean edge razor case analysis luiz dantas marketing management professor maryjo radosevich backgroundsituation a group of executives. Clean edge razor case study analysis razor shaving. Clean edge razor essays and research papers instructions for clean edge razor college essay examples. Superpremium segment of nondisposable razor grew significantly. 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. Our mission is to provide effective marketing, print and media solutions for our clients. Clean edge razor case study analysis free download as pdf file.
Splitting hairs in product positioning case solution the clean edge razor, after years of development, was set to be launched. Apr 26, 2012 click on a datetime to view the file as it appeared at that time. Clean edge razor splitting hairs in product positioning. Apr 25, 2014 case analysis for clean edge razor please write introduction, situation analysis includes market and company overview, competitors analysis, swot analysis. What are the arguments associated with launching clean edge as a. 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 case case study solution and analysis of. 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. In most courses studied at harvard business schools, students are provided with a case study. 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. Clean edge razor case niche vs mainstream only half part solution. Case analysis of clean edge razor product characteristics in 2007, paramount developed a technological breakthrough in nondisposable razor segment called clean edge. Clean edge razor case analysis marketing case analysis product positioning case analysis. Marketing management case analysis clean edge razor.
It has four divisions which include health, cleaning, beauty and grooming. It entered the nondisposable razor market in 1962 and became a prestigious brand quickly. Paramount is a global firm with a broad range of products in the health and beauty industries. Splitting hairs in product positioning hbs 4249 pdf eng note. Clean edge razor case study free download as pdf file. Read clean edge razor case analysis free essay and over 89,000 other research documents. Clean edge razor kelompok 7 mm kelas 27c dian atika, rafika, rery indra kusuma clean edge razor 2.
Positioning clean edge as a mainstream product will prevent loyal paramount customers from leaving and becoming more interested in other products. Clean edge razor case summary main issue problem statement analysis recommendation 3. Clean edge razor case case clean edge razor splitting. 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. Randall must recommend an optimal strategy and provide supporting economic analysis of his decisionnot just for clean edge, but for its effect on the. Based on financials this is the worst strategy to pursue. The case analysis for clean edge razo essay 1261 words 6 pages. Doc clean edge razor case analysis marketing case analysis. Clean edge razor case analysis overview clean edge razor is a new product by paramount health and beauty company. Paramount is involved in the development of nondisposable razors since 1962 and it has now become a leading brand. Basic quantitative analysis for marketing hbs 9584149. Clean edge razor kelompok 7 mm kelas 27c dian atika.
When you discuss your case, keep in mind that both creativity and the actual problem solution matter. 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. Nov 23, 2014 read clean edge razor case analysis free essay and over 89,000 other research documents. It entered the nondisposable razor market in 1962 and became a.
Nov 28, 2014 the company has already decided to introduce clean edge into the mens market where it has a strong presence. 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. Click on a datetime to view the file as it appeared at that time. It entered the nondisposable razor market in 1962 and became a prestigious brand. Clean edge razor case study analysis d2nv1dd73ynk idocpub. Looking at the exhibits, it is clear that using this marketing strategy would lead to consistently high profit margins.
356 531 1043 689 746 155 576 349 1539 814 426 1129 1129 1099 1516 1360 424 1617 338 621 1497 1194 1102 1096 1487 177 1575 1378 289 643 1460 359 957 861