PROBLEM STATEMENT: How

will Clean Edge Razor enter

the market ? Whether it will
be positioned in The Niche
market or the Mainstream
market?
 CLEAN EDGE RAZOR : SPLITTING HAIRS IN PRODUCT POSITIONING

SEGMENTING CONSUMER MARKETS

MARKET
SEGMENTS
CONSUMER
CONSUMER RESPONSES
CHARACTERISTICS

GEOGRAPHIC BENEFITS
SUPER-
MODERATE VALUE
PREMIUM
PSYCHOGRAPHIC USAGE OCASSIONS

DEMOGRAPHIC BRAND / LOYALTIES

MAINSTREAM NICHE

AGE GENDER
 TARGETTING: PRODUCT SPECIALIZATION
M1 M2 M3

A FIRM WHICH CONCENTRATES ON SERVING NEEDS OF

P1 CUSTOMERS BY CONCENTRATING ON ONE PRODUCT IN
SEVERAL SEGMENTS
P2

P3
 POSITIONING

MARKET BUDGET ALLOCATION

NICHE: 15 MILLION $
MAINSTREAM : 42 MILLION $ PROFIT:

MAINSTREAM
NICHE

WRT QTY
RECOMMENDATION: ACC TO OUR RECOMMENDATION RANDALL SHOULD POSITION THE PRODUCT IN NICHE
MARKET

PROS: NO CANNIBILIZATION
PRO PRODUCT IS ALREADY IN MATURE PHASE AND IF WE INTORODUCE CLEAN EDGE IN MAINSTREAM IT
WOULD DEFINITELY MORE CUSTOMERS FROM PRO CATEGORY WILL BE SIPHONED OFF

AS WE ARE LAUNCHING CLEAN EDGE INTO THE NICHE MARKET , IT WILL ATTRACT THE MARKET SHARE OF
PRODUCT COGENT PLUS