Clean Edge Analysis
Position Statement:
Paramount Health and Beauty wants to launch a new razor into the market currently referred to as “Clean Edge.” The project team recommends that the company should position the product as a distinct mainstream product, dubbing it “Clean Edge by Paramount” in order to produce growth in sales from new product innovation. The importance of placing the product in a mainstream position is to successfully launch an innovative product creating more market share for Paramount and for Clean Edge to become the most sought out razor in the industry. Failing to take this route and deciding to position the product in a niche would only give the new product a limited amount of consumers, preventing Clean Edge from reaching its full potential in sales and market share.
Decision Options
Paramount is faced with 2 different options in which Clean Edge could possibly be positioned:
1 Place Clean Edge for a niche product position focusing on highly involved, fastidious groomers looking for a superior shaving experience.
2 Place Clean Edge for a mainstream position focusing on the broad advantage of offering the closest possible shave.
Additionally, Paramount is considering 2 alternative brand names for the Clean Edge Razor:
1 “Clean Edge by Paramount” promotes the individual product.
2 “Paramount Clean Edge” supports Paramount’s brand name equity.
Decision Criteria
● Should we take the mainstream approach, the Clean Edge razor will cost less to the consumer. The suggested price in the mainstream positioning for the razor and cartridge respectively would be $11.19 and $8.89. The suggested price in the niche positioning for the razor and cartridge respectively are $12.99 and $10.50.
● Mainstream positioning targets the entire market of shaving consumers, whereas the niche strategy positioning would be targeting only intensely involved consumers which makes up 67% of the market.
● Clean Edge Razor has enhanced technology to beat out competitors in
Paramount Health and Beauty wants to launch a new razor into the market currently referred to as “Clean Edge.” The project team recommends that the company should position the product as a distinct mainstream product, dubbing it “Clean Edge by Paramount” in order to produce growth in sales from new product innovation. The importance of placing the product in a mainstream position is to successfully launch an innovative product creating more market share for Paramount and for Clean Edge to become the most sought out razor in the industry. Failing to take this route and deciding to position the product in a niche would only give the new product a limited amount of consumers, preventing Clean Edge from reaching its full potential in sales and market share.
Decision Options
Paramount is faced with 2 different options in which Clean Edge could possibly be positioned:
1 Place Clean Edge for a niche product position focusing on highly involved, fastidious groomers looking for a superior shaving experience.
2 Place Clean Edge for a mainstream position focusing on the broad advantage of offering the closest possible shave.
Additionally, Paramount is considering 2 alternative brand names for the Clean Edge Razor:
1 “Clean Edge by Paramount” promotes the individual product.
2 “Paramount Clean Edge” supports Paramount’s brand name equity.
Decision Criteria
● Should we take the mainstream approach, the Clean Edge razor will cost less to the consumer. The suggested price in the mainstream positioning for the razor and cartridge respectively would be $11.19 and $8.89. The suggested price in the niche positioning for the razor and cartridge respectively are $12.99 and $10.50.
● Mainstream positioning targets the entire market of shaving consumers, whereas the niche strategy positioning would be targeting only intensely involved consumers which makes up 67% of the market.
● Clean Edge Razor has enhanced technology to beat out competitors in