Clean Edge Razor: Splitting Hairs in Product Positioning

Clean Edge Razor: Splitting Hairs in Product Positioning

Paramount Health and Beauty Company, holding first position in the race of cosmetics and skin care, promises to present a reusable razor which would be providing unique finishing to the skin, leaving it supple and smooth. This unique presentation would be using a high levelled architecture and modern advancements in its appearance and function, considering its salient and unique features, paramount would be displaying this product in the superior segment, where it doesn’t have a hold as of today. Jackson Randall is Paramount’s product manager for Clean Edge; he is in charge of suggesting product position, brand name, and budget spending portions for the dispatch. So, the product would be displayed in either Niche market or Mainstream market position.

I also attached SWOT Analysis in APPENDIX 1. to analyzing its strengths and weaknesses, and the opportunities and threats that the company face. And also attached porter's five forces in APPENDIX 2. because it is helpful to analyzing competition of the business

1. What changes are occurring in the non-disposable razor category? Assess Paramount's competitive position. What are the strategic life cycle challenges for Paramount's current products as well as for Clean Edge?

The changes are occurring in the non-disposable razor category are as under.

• Clean edge competed in the non-disposable razor and refill cartridge category. the non-disposable razor growth approximately 5% per year from 2017 to 2010 and 2% growth in refill cartridge category in same year period. (Quelch, Beckham 2011)

• This new launch is well known for its qualities of deep stimulation of hair follicles, ultimately leading to the clean and smooth shave due to its modern advancement such as vibration.

• The clean edge’s retail sales will increase for non-disposable razors to 178$ in 2005 to 2018$ in 2010 ($ in millions.)

• In the last decade, the company