Alternatives Clean Razor Case

Recommendation – Niche Market

The male involved razor users (67% of total no disposable razor users) will have more possibilities to be the main target customers for Clean Edge, because those users care about the product differences, and are willing to spend time to search for the best-fit products for themselves. Unlike those uninvolved razor users, they only regard shaving as part of their routine, involved razor users care about the overall shaving experiences as well as the cosmetic results. Therefore, to highlight the high technology and innovation of Clean Edge will make perfect sense for those involved razor users.

After comparing the results of the both P&L forecasting (See exhibit ), overall pros and 9 cons, and target customer purchase preferences, Clean Edge will be more profitable to position into the niche market. Especially, when thinking about cannibalization, the niche-positioning scenario might cause less cannibalization (35%) compared to mainstream positioning (60%).

Also, so far, Paramount has no product lines to target the super-premium segment, where it is considered as a rapid growth market and all the main competitors tried to gain profit from. Therefore, to position into the niche market can differentiate Clean Edge from Paramount Pro and Avail, and Paramount will have full product lines to cover different target customer segments. To sum up, the recommended Position Statement for New Edge is: To male involved razor users, New Edge by Paramount is the brand of serving aesthetic, high technology, and high quality products that offers the most enjoyable and superior shaving experiences as well as the most effective cosmetic results.

Exhibit - Clean Edge Profit-and-Loss Forecast for Niche and Mainstream Market:

Revenue Projection

Cost Projection