Case Study: Clean Edge Razor: Splitting Hairs in Product Positioning
Q1. What changes are occurring in the no-disposable razor category? Assess Paramount's competitive position. What are the strategic life cycle challenges for Paramount's current products as well as for Clean Edge?
Q2. How is the non-disposable razor market segmented? Examine consumer behavior for non-disposable razors.
Q3. What are the arguments for launching Clean Edge as (a) a niche product and (b) a mainstream brand? Which would you recommend? What are the strategic implications of your recommendation?
Q4. Based on your positioning strategy, what brand name and marketing budget allocations would you advise?