Write a 2 pages paper on clean edge. Due Marketing: Clean Edge What changes are occurring in the non-disposable razor category? Assess Paramount’s competitive position
Paramount is investing in production of non-disposable razor ‘Clean Edge’. The non-disposable razor market is growing fast. The market recorded a steady 5% annual growth from 2007 to 2010. The situation implies that non-disposable razor market is expected to grow further.
Paramount is positioning itself to reap the benefits from this market by launching is new product ‘Clean Edge.’ In order to assess the effects of the changes on Paramount, it is important to consider its strengths, weaknesses, opportunities and threats.
Paramount’s strengths include a strong brand name due to its experience in the industry and various successful products. The company is also experiencing growth in sales of other products implying that customers have confidence in the company’s products.
The weaknesses off the company include inability to reach a consensus in relation to branding and marketing. Managers are specifically interested in the success of their brand rather than for the good of the company.
Opportunities include growing market for non-disposable razors. Customers are increasingly adopting the new product in the market. Thus, there are prospects for growth and more sales.
Threats include substitutes and new entrants. The major competitors in the industry are also producing non-disposable razor products and thus the company must brace itself for stiff competition. Also, entrant of new firms will increase the amount of substitutes in the market.
2. How is the non-disposable razor market segmented? Examine consumer behavior for non-disposable razors.
The market for non-disposable razor has three segments that include value, moderate and super premium. The segments are based on the quality and price of the products.
The behavior of the customers in regard to this product is clear. The consumers are gradually changing from replacement razors to the non-disposable razor products. The customers are expecting newer and advanced technologies that will give them a smoother shave. In this regard, consumers are increasingly choosing the super-premium category.
3. What are the arguments for launching Clean Edge as a 1) niche product or 2) a mainstream brand? Which do you recommend?
Launching Clean Edge as a Niche product means that the product will focus on a few highly groomed persons who want a different shaving capability. It is the most preferred strategy among the company managers. Launching Clean Edge as a mainstream brand means that the product offers the regular shaving experience. The managers think that the strategy would cannibalize the market of other company products such as Pro.
To avoid cannibalization of other company products, I recommend Clean Edge to be launched as a niche product. Launching it as a niche product will also enhance the product’s position as a super-premium product.
4. Based on your positioning strategy, what brand name and marketing budget allocations would you advise?
I would recommend the name Paramount Clean Edge. The name would enhance the company’s name and enhance in brand positioning. Launching the product under the name Paramount would reap from the reputation of the company’s products. The name will also boost the visibility of the company’s name hence enabling success in subsequent product releases.
Considering that many customers are looking towards the super premium category, I would invest $15 million in extensive sensitization on the category. The extensive promotion would involve free samples and trade promotion. The marketing budget for a niche product is expected to be lower. Thus, $15 million will be sufficient.
Quelch, John, and Heather Beckham. “Clean Edge Razor: Splitting Hairs in Brand Positioning.” Brief Cases. Harvard Business School .(2011): n. pag. Web. 21 .Nov. .2014.
We value our clients. For this reason, we ensure that each paper is written carefully as per the instructions provided by the client. Our editing team also checks all the papers to ensure that they have been completed as per the expectations.
Over the years, our Written Assignments has managed to secure the most qualified, reliable and experienced team of writers. The company has also ensured continued training and development of the team members to ensure that it keeps up with the rising Academic Trends.
Our prices are fairly priced in such a way that ensures affordability. Additionally, you can get a free price quotation by clicking on the "Place Order" button.
We pay strict attention to deadlines. For this reason, we ensure that all papers are submitted earlier, even before the deadline indicated by the customer. For this reason, the client can go through the work and review everything.
At Written Assignments, all papers are plagiarism-free as they are written from scratch. We have taken strict measures to ensure that there is no similarity on all papers and that citations are included as per the standards set.
Our support team is readily available to provide any guidance/help on our platform at any time of the day/night. Feel free to contact us via the Chat window or support email: firstname.lastname@example.org.
Try it now!
Follow these simple steps to get your paper done
Place your order
Fill in the order form and provide all details of your assignment.
Proceed with the payment
Choose the payment system that suits you most.
Receive the final file
Once your paper is ready, we will email it to you.
Written Assignments has stood as the world’s leading custom essay writing paper services provider. Once you enter all the details in the order form under the place order button, the rest is up to us.
At Written Assignments, we prioritize all aspects that bring about a good grade such as impeccable grammar, proper structure, zero plagiarism and conformance to guidelines. Our experienced team of writers will help you completed your essays and other assignments.
Be assured that you’ll get accepted to the Master’s level program at any university once you enter all the details in the order form. We won’t leave you here; we will also help you secure a good position in your aspired workplace by creating an outstanding resume or portfolio once you place an order.
Our skilled editing and writing team will help you restructure your paper, paraphrase, correct grammar and replace plagiarized sections on your paper just on time. The service is geared toward eliminating any mistakes and rather enhancing better quality.
We have writers in almost all fields including the most technical fields. You don’t have to worry about the complexity of your paper. Simply enter as many details as possible in the place order section.