After extensive and exhausting research for the past few months on our newest product “Clean Edge”, in which many of our internal departments and managers have contributed invaluable knowledge, time and energy in seeing that Clean Edge has an efficacious launch in the super-premium non-disposable razor market, I was appointed by Mr. Quimby to spearhead a recommendation to the executive steering committee on my proposals for the branding, positioning and marketing budget allocation of Clean Edge’s launch. I have included in this memo my proposals as well as the research that supports my conclusions.…
In order to increase total sales and put Gillette Fusion on track to be a $1 billion business in the next few years, Gillette Fusion should launch a new advertising campaign and reduce cartridge package prices by 20% with the introduction of a onetime coupon.…
Maintain company harmonized portfolio: Gillette ‘shaving‘ vs. Old Spice ‘grooming‘. To continue with ‘grooming‘ functional products for Old Spice.…
Paramount is planing to launch a non disposable razor ‘Clean Edge’. This companyis a market leader in the non disposable razor market. Currently it is offering Paramount Pro and Paramount Avail. Neither pro nor Avail has introduced significant technology innovations in the last five years. The non disposable razor and refill cartridge market is divided into three segments based on price and quality – Moderate, Value and Super premium. The Super premium category has the highest growth among the three categories. Clean Edge was developed after a thorough research and is a technologically superior product. The company is not sure how to position Clean Edge. They have two options, either to position it as a niche product or to position it as a main stream.…
In the past, nondisposable razors merely served as hair removing tool for the vast majority of the population. However, according to Exhibit 1, as personal images became important in social life, hair removing routine became a means of gaining confidence for some people. For this reason, customers started to seek nondisposable razor that not only effectively removes hair but also protects skin, and further gives them sense of luxury by utilizing the best technology. Understanding customers’ tendency to always search for newest and advanced products, Paramount developed Clean Edge using their unique technology. Although they were confident about quality of their product, their competitive position was not stable. They had two big competitors, Benet & Klein and Prince which already had loyal customers throughout the world, not to mention other new competitors that started to threaten Paramount with their groundbreaking products. Moreover, because Benet & Klein and Prince’s expenditures in advertising exceeded those of Paramount, it was difficult for Paramount to take away the market share and brand recognition.…
4. Why was Gillette unable to achieve the same success in batteries that it had been able to achieve in shaving products?…
The article recognizes the industry’s ongoing efforts to outdo competitors as we as themselves. Razors have evolved to two, three, four, and now five blades for both men…
Paramount must decide how it wants to position the Clean Edge Razor in the market. With the men’s grooming market segment poised for growth, it must figure out where the most profit opportunity lies (i.e., super-premium, mainstream, etc.) and then proceed with an implementation plan.…
Competition: Paramount’s main competitor in non disposable razor category in 2010 are Prince, B&K, Radiance health and other substituted products. Prince sold non disposable razors in super-premium category. Prince had gained #1 spot in terms of retail dollar sales up until 2009. Notable feature of B&K another competitor was that they entered the market in this non disposable razor category only in 1985. However, they managed to reach #3 in market share and unit-volumes by superior technology and releasing superpremium products. New entrants were coming to market with super premium products, technology and greater advertising dollars to gain market share. Paramount’s clean edge should compete with Radiance Naiv in test markets. Naiv had already acquired 13% market share in test markets. Radiance and Paramount were fierce competitors and Paramount had to launch a new technology in Super Premium segment to regain market share and continue to exist as a global leader in this category.…
stores. In 2000, food stores sold over half of all razors, but by 2009 they…
Currently, Gillette’s operating segments include personal grooming, small appliances, and oral care products, and the portable power segment. In the portable power segment, Duracell’s major competitors consist of Energizer and Rayovac while new and emerging ones included Sony, Kodak, Panasonic, and other private label brands. The collective entrance of these competitors in the 1990s is the primary reasons for Gillette’s lack of success in the battery industry, discussed below.…
Paramount’s newest non-disposable razor, Clean Edge, has brought a new hope for the company whose other products are either on the mature stage of product life cycle or on the declining stage. Clean Edge’s improved design provides superior performance and hence the top management is extremely excited. They need to come up with a marketing strategy including product positioning, brand name & marketing budget allocation for the upcoming launch. Another area of concern is how to deal with the cannibalization effect on the other range of non-disposable razors sold by Paramount.…
Founded in 1901, the first retail outlet was located above a fish store in Boston and was operated by King C Gillette. When the store first opened they sold only 58 razors and 168 blades in the first three years of operation. In order to expand the company from just typical manual razors to small household appliances, Gillette acquired Braun in 1964. This provided Gillette with the technology and innovation required to maintain market share in the industry. In 1971 the Trac II was introduced to the razor world followed by the Gillette Atra in 1977. These shaving systems created a want for a disposable razor, which had the features of a pivotal head and twin blades. This was ultimately an updated version of the Trac II, and came between the years of 1977-1988. The next razor Gillette introduced was targeted towards consumers who were looking for a closer, more precise shave. The Gillette Sensor system answered these requirements in 1990, followed by the Sensor Excel and the Sensor for women. With the…
To address this topic, lets start with disposable razors and double edge/safety razors. Some women will be taking a shower/bath and use their bath soap and start the shaving…
Gillette protects its industry leadership on the back of intensive expenditure in R&D and the careful recording of the experiences that men have using Gillette razors. Armed with its superior knowledge on shavers and shaving, Gillette manages to outgun the competition by constantly leaping forward with novel products, which therefore have superior quality.…