clean edge razor case study solution pdf

5 categories in the US Razor market: Non-disposable razors, refill cartridges, disposable razors, shaving cream, refill cartridge categories In each of these 5 categories, there are 3 segments: Super premium, Moderate and Value. Super premium: High price, Moderate: Medium price-level, Value- Least price In the Super premium segment, the ...

The Clean Edge Razor, after years of development, was set to be launched. This case study deals with product positioning for the Clean Edge Razor as dealt with by Jackson Randall, its product manager. John A. Quelch and Heather Beckham Harvard Business Review (4249-PDF-ENG) January 19, 2011. Case questions answered:

After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. 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. The company has already decided to introduce Clean Edge into the men's ...

Over an 18-month period, extensive clinical testing and consumer research were performed. Clinical trials indicated Clean Edge achieved a 25% increase in hair removal versus other leading nondisposable razor brands (e.g., Cogent and Vitric). Trials also proved benefits to overall skin condition with more even skin tone and improved skin texture.

Many razors categories are included in the US razor market. Clean Edge has its place in the nondisposable razor that shows a fast growth stage about 5% per year from 2007 to 2010 and in the refill cartridge group that showed growing of 2% per year from 2007 to 2010. (See exhibit1) 2- Consumer Purchase Behavior:

Many studies and market research conducted to assess the cannibalization effect and they find that, 60% of Clean Edge sales would be from current Pro/Avail customers for the Mainstream positioning scenario while a 35% only of the Clean Edge sales would come from current Pro/Avail customers in a Niche positioning scenario So from the previous ...

One strategy is to release Clean Edge as a "niche" product, targeting the high-end market of fastidious groomers looking for superior skin care products. Another strategy is to release the product into the highly competitive mainstream razor market where the product can be positioned as the most effective razor available.

Case Study - Clean Edge Razor Submitted by: Group 16 P1 Akarsh Shetty (19F307) Pratik Chopra(19F341) Oshin Dipani (19F337) Sutanuka Koley (19F355) Vaibhav Sharma(19F358) Summary: Company Overview Paramount health and beauty company is a global consumer products giant focused on segments including health, cleaning, beauty and grooming.

Download PDF. 1 Clean Edge Razor Case Study Students: 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 today's business environment may encounter. The individuals and companies used in this ...

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 ultra-thin five blade design and vibrating technology proved to be the most innovative in the non-disposable razor market. The brand character is innovative, evolutionary ...

Examine consumer behavior for nondisposable razors. The non-disposable razor market is segmented into three sections namely value, moderate, and super-premium on the basis of price and quality. A 2009 study depicts that the retail sales of non-disposable razors came from 25% volume of super-premium, 43% of moderate, and 32% of value segments.