Clean Edge Razor Splitting Hairs in Product Positioning Case Solution

Case Solution

After three years of development, Vital Health and beauty Clients are intending to create a completely new technologically advanced vibrating razor referred to as Clean Edge. The brand new type of Clean Edge provides superior performance by stimulating hair hair hair follicles to raise your hair within the skin, enabling for just about any closer shave. The business has made a decision presenting Clean Edge to the men's market where it provides a strong presence. Jackson Randall, the item manager for Clean Edge, struggles with the easiest method to place the merchandise for your launch. One strategy is to create Clean Edge just like a niche product, concentrating on the top-finish market of fastidious groomers trying to find superior skincare products. Another strategy is to create the item to the highly competitive mainstream razor market where the product might be situated as the most effective razor available. Randall meets internal capacity the mainstream strategy within the product manager for your company's current, but aging, mainstream razor products which he or she must consider the outcomes of cannibalization within the plan. Randall must recommend a perfect strategy and offer supporting economic analysis of his decision--not just for Clean Edge, but also for its impact overall company.

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Questions Covered

1. What changes are occurring in the nondisposable razor category? Assess Paramount’s competitive position. What are the current strategic challenges for Paramount’s current products as well as for Clean Edge?

2. How is the nondispoable razor market segmented? Examine consumer behavior for nondisposable razors.

3. What are the arguments for launching Clean Edge as a) a niche product, b) as a mainstream brand, and c) as a product based on another strategy? Which would you recommend? What are the strategic implications of your recommendation?

4. Be prepared to support your stand with qualitative as well as quantitative reasoning andarguments. Clearly articulate any assumptions that you may have made in your analysis.

5. Suggest a marketing program (at a minimum, the 4Ps) along with a Pro Forma for your chosen strategy and be prepared to defend it, from a strategic perspective as well as from an implementation viewpoint