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19 sty 2011 · Available with this Brief Case: a Case Preview and an updated Teaching Note. A Case Preview is an optional, customizable resource that provides students with a lens through which to consider the case, including a snapshot of the case situation and key questions to consider.
Paramount CEO created an R&D team in 2007 to develop an advanced non disposable razor. Team leader was Randall and his team developed a new product called clean edge.
Clean Edge Razor: Splitting Hairs in Product Positioning | 4249. Conclusion. Randall’s gut told him Clean Edge had significant mainstream potential in the super- premium segment. He felt the vibrating, thin-blade razor would become the new standard in men’s shaving and would quickly gain mass appeal.
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 market where it has a strong presence.
Within the super-premium segment, Clean Edge could be positioned either as Niche product focusing on high involvement, fastidious groomers looking for a superior shaving experience, or a mainstream product focusing on the broad advantage of offering the closest possible shave.
We have uploaded two case solutions, which both answer the following questions: What changes are occurring in the nondisposable razor category? Assess Paramount’s competitive position. What are the strategic life cycle challenges for Paramount’s current products as well as for the Clean Edge Razor? How is the nondisposable razor market ...
This document outlines an individual assignment focused on analyzing a business case about a razor product. Students must answer two specific questions regarding positioning strategy and marketing actions, adhering to strict formatting and submission guidelines.
