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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.
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.
19 sty 2011 · 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.
Niche positioning strategy. more emphasis on the "Clean Edge" name. e.g. "Clean Edge by Paramount". focuses more on the specific details of the non-disposable razor. Only Clean Edge can meet the demands of the growingly tech-savvy consumers.
Paramounts consumer research identified distinct segmentation in terms of product benefits and consumer behaviour. 39% of nondisposable razor users are segmented as Involved Razor users, social/emotional shavers; 28% as Involved Razor users, aesthetic shavers and 33% as Uninvolved Razor users, maintenance shavers.
Clean Edge Razor: 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 two-way mirror. The subjects were testing out Paramount’s newest nondisposable razor, Clean Edge,
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 )
