Clean edge razor splitting hairs in product positioning pdf files

Unscrew the head, remove the blade and place a new blade inside the head. One strategy is to release clean edge as a niche product, targeting the highend market of fastidious groomers looking for superior skin care products. The direct competition product positioning analysis product release challenges the first new release in 5 years. Also, the marketing budget of clean edge might have some limitations, because the steering committee. Clean edge 467 clean edge razor splitting hairs in product table. Splitting hairs in product positioning paramount entered non disposable razor market in 1962. We can provide personalized digital printing, offset commercial printing, marketing solutions, and so much more. Splitting hairs in product positioning assignment of individual and group cases 5 january 24th segmentation case. Clean edge razor splitting hairs in product positioning 1. Clearing hair caught between the blades of a razor. Splitting hairs in product positioning market analysis.

These guidelines help people in the hair, beauty and skin penetration. 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. Clean edge s improved design provided superior performance by utilizing a vibrating technology to stimulate hair follicles and lift the hair from the skin, allowing for a more thorough shave. In 2007, clean edges ron pernick and clint wilder authored the clean tech revolution. I sharpend my zt0392bwbrz on my wicked edge sharpening system. Case summary main issue problem statement analysis recommendation 3. Shaving debate hasnt resolved whether doublededged safety. Paramount clean edge razor case solution the trend of media advertising expenditure has been rising to increase demand of different products. Splitting hairs in product positioning, by john quelch and heather. After three years of development, paramount health and beauty company is preparing to launch a new technologically advanced vibrating razor called clean edge. Group case report in pdf file is due on nov 18 before 7pm. After that i switched to the gillette fusion razor, which was amazing, minus the fact that my hairs would always get stuck in between the blades.

The darling of these shaving contrarians is the doubleedged safety razor. Sure, it didnt provide the closest shave, but it was quick and convenient. Clean edges improved design provided superior performance by utilizing a vibrating technology to stimulate hair follicles and lift the hair from the skin, allowing for a more thorough shave. The next big growth and investment opportunity and in 2012, pernick and wilder authored a sequel called clean tech nation. Splitting hairs in product positioning, spreadsheet supplement brief case by john a. Clean edge razor by paramount marketing case analysis term. Infection prevention and control guidelines for hair. The clean edge razor has the following properties 1. Its important that you know how to clean your razor during and after shaving. Jul 11, 2014 clean edge razor splitting hairs in product positioning 1. What changes are occurring in the non disposable razor category. Paramount clean edge razor case solution and analysis, hbr.

Then take an old toothbrush with some toothpaste and give the razor a good scrubbing. Best buys new customer approach 7 january 31st branding and brand equity. About the same thing i do with the brush, only the brush gets more thorough rinsing and more sharp flicks. Furthermore, since clean edge is in it is early stages it is going to face competition. 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. 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. The dsc razors are too crappy and irritate my skin. 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. Furthermore, since clean edge is in it is early stages it is going to face competition from existing products with similar capabilities. They are also called open razors and cutthroat razors. In 2007, clean edge s ron pernick and clint wilder authored the clean tech revolution.

Clean edge razor splitting hairs in product positioning slideshare. Splitting hairs in product positioning this case solution includes a word file. Develop and articulate the positioning strategy for clean edge target segment, frame of reference pop, pod, value proposition, reasons to believe. Product life cycle challenges for clean edge products. Jan 19, 2011 one strategy is to release clean edge as a niche product, targeting the highend market of fastidious groomers looking for superior skin care products. Splitting hairs in product positioning assignment of individual and group cases 6 thjanuary 24 segmentation case. Gotta stick with the multi blade good quality gilette. Nov 14, 2015 for marketing cases analysis harvard brief cases clean edge razor. Splitting hairs in product positioning clean edge razor.

To load your razor safely, flip the razor upsidedown and hold the side of the razor head between two fingers. Market segmentation 7 thjanuary 29 branding and brand equity article. By group c2 anubandh 14f112 leela mohit chivukula 14f129 moumita dutta 14f2 sai alekya edara 14f147 sanjit kumar moharana 14f148 paramount health and beauty company. Splitting hairs in product positioning hbs 4249 pdf eng note. Basic quantitative analysis for marketing hbs 9584149. Team 2 clean edge razor case study shaving brand scribd. Splitting hairs in product positioning case solution.

Clean edge razor splitting hairs in product positioning. While targeting men and soon after, the womens market, paramount is trying to figure out the market positioning for the new product clean edge, and work on brand name and allocating marketing budget. I use a blade and a razor from my rotation for a week, and only rinse, shake and air dry the razor. Apr 26, 2012 click on a datetime to view the file as it appeared at that time. The launch of clean edge will have potential cannibalization from the current product linesproavail, which will affect the stability of the current market shares. 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. Splitting hairs in product positioning team 2 eve, weixi. Purwedi darminto yuvi karauwan marketing management dosen. One strategy is to release clean edge as a niche product, targeting the highend market of fastidious groomers. Clean edge razor case study presentation by semaan obeid on. In the year 2007, the ceo of paramount company established a team that would oversee the development of the companys new product into. What are the arguments for launching clean edge as a niche product.

Depending on the mineral content of your water, it may be easy for soap film and water spots to build up on your razor. The company has already decided to introduce clean edge into the mens market where it has a strong presence. Jackson randall, the product manager for clean edge, struggles with how best to position the product for the launch. Splitting hairs in product positioning problem a wellknown health and beauty. I started with the 100 grit all they way up to 1600 grit. Nov 28, 2014 the company has already decided to introduce clean edge into the mens market where it has a strong presence. Up until last year, i have been using an electric norelco razor to shave. On the other hand, clean edge poses the challenge of positioning. The subjects were testing out paramounts newest nondisposable razor, clean edge. For marketing cases analysis harvard brief cases clean edge razor. Download as docx, pdf, txt or read online from scribd. Learning activities, evaluation, and grades each student will be judged based on how well he or she has command of the course materials. Splitting hairs in product positioning retail sales.

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. The overall wellbeing of the company marketing challenge marketing budget. Keeping your razor clean also can save you money as you can avoid buying them every week. Splitting hairs in product table of contents positioning 12300383. Having a clean razor will help keep the blade sharp, giving you a closer and smoother shave. Revolutionary product vibrating, ultra thin 5blade design that needs just 1 aaa battery that provides the vibrations to simulate hair follicles 2. I have tried a straight razor, an electric shaver, a doubleedged safety razor. Then, take it out of the base and use your stiffbristled brush to clear away any hairs or debris remaining on the outside of the razor. You must not do tattooing, scarification, tongue splitting, branding, beading or intimate. A straight razor is a razor with a blade that can fold into its handle. Course outline section 0201 2017 university of toronto. Best buys new customer approach 7 january 31st branding and.

Product life cycle challenges for paramount products. One strategy is to release clean edge as a niche product, targeting the highend market of fastidious groomers looking for superior skin care. When i ditch the blade in the weekend, i clean the inside of the razor with a stiff nylon brush if need be. The innovative new design of clean edge provides superior performance by stimulating the hair follicles to lift.

Marketing management case analysis clean edge razor. On august 9, 2010, a group of executives from paramount health and beauty. 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. After three years of development, paramount health and beauty company is preparing to launch a new technologically advanced vibrating razor called clean. I have tried dollar shave club, because i hate how expensive razors are. Using a clean razor will also lessen the odds of you getting an infection while shaving. View clean edge 467 from marketing 11 at hoa sen university. Product positioning and communication strategy yellow. Put a small amount of the product into a separate, clean container.