Clean Edge - Paramount Health and Beauty Company

Introduction

Paramount Health and Beauty Company are preparing to launch a new improved razor product called Clean Edge. This improved innovative design is to provide superior performance by stimulating the hair follicles to lift the hair from the skin, allowing for a closer shave. It has already been agreed by Company executives that Clean Edge should be priced in the super-premium market and introduced into the men’s market where it has the strongest presence. However, the question or problem posed for Jackson Randall, the Product Manager of Clean Edge is what is going to be the positioning strategy to launch the product keeping in mind the framework of the company. The strategy is going to be one that minimally or does not cannibalize existing products. Other factors to take into consideration of the Clean Edge launch are product positioning, brand name, and marketing budget allocations.

There are several alternative strategies to consider for the optimal positioning strategy. One strategy is Clean Edge should be launched as a mainstream entry within that segment, with the broad appeal of being the most effective razor available in the market. Another strategy is to target a niche market, targeting the high-end most intensely involved super-premium consumers. Another alternative is to promote Clean Edge as a superior premium product branding the new innovative technology.

Analysis of the Alternatives

Alternative 1: Launch Clean Edge as a mainstream entry within the segment to appeal to the broader consumers as being the most effective razor available in the market.

Of course, it is now more acceptable for men to take care of their appearance than in decades past. Women, too, are encouraging this notion, with the message that being well-groomed is more attractive. Consumer men’s magazines