Case Analysis

CLEAN EDGE RAZOR

INTRODUCTION
Paramount is a Global Consumer Products Giant with
$13 Billion World Wide sale and its corporate Division
included Health, Cleaning, Beauty & Grooming
In 1962 Paramount entered in Non Disposable Razors
and captured the great market share. In 2009 it
captured Market Share 23.3% in Retail unit.
Known Products:
1. Paramount Pro (Positioned to Moderate Segments)
2. Paramount Avail (Considered As Value Offering)

COMPETTITION
PRINCE: Super premium non-disposable razor (fierce
Competitor)
BENET & KLEIN (B & K): (Vitric Master)
RADIANCE: Naivs Posted Threat to PARAMAOUNT as
its used a technology. Similar used in Clean edged
Also Faced competition from other substitute products.

MAIN ISSUES
Entrance in a market
Positioning Strategy
Brand Name
Marketing Budget

MARKET SEGMENT (based on price and

quality)

Segments are divided into 3

1. Value
2. Moderate
3. Super Premium

CONSUMER BEHAVIOR
More Brand Switching
Shorter inter-Purchase Intervals
Shorter average usage period for blades
The Market is divided into 3 types of consumers with
different behavioral Specification
1. Maintenance Shaver
2. Aesthetic Shaver
3. Social/Emotional Shavers

POSITIONING WITH THREAT/s AND

OPPORTUNITIE/s
Niche Segment

New technology features

Lesser Financial Risk

Moving mainstream

High Competition

Moderate Segment

High Turn Over

Innovative Product Great Mass Appeal

Cannibalization

BRANDING CONSIDERATIONS
Brand Name:
Clean Edge by Paramount
Paramount Clean Edge

RECOMANDATION
In order to gain market share in moderate segment,
PARAMOUNT should create innovations and hence attract high
involvement in this segment in respect of following innovations
Non Disposable razors sales grew by 5% 2007-2009
High involvement Sale
Innovative product with great mass appeal
Volumes Sales Are High as compare to Niche market
Launch of Naive By Radiance
Difficulty in gaining high Profit level in Niche Market
The size of Niche market is Smaller