CLEAN EDGE RAZOR: SPLITTING
HAIRS IN PRODUCT POSITIONING
Group Members:-
1. Kumar Vaibhav MP15019
2. Kundan MP15020
3. Neelam Jha MP15024
4. Sabas N Fernando MP15036
5. Sachin Kr Jha MP15037
6. Saurav Sinha MP15039
AGENDA
ABOUT CASE
MAIN ISSUE
MARKET ANALYSIS
BCG MATRIX
FINANCIAL ANALYSIS
RECOMMENDATION
Case Summary
Paramount Health and Beauty Company,
known as Paramount, is a global consumer
products giant with four corporate
divisions including Health, Cleaning,
Beauty and Grooming.
Paramount entered the non-disposable razor
market in 1962 and quickly became a market
leader.
Paramount offers two products, the Paramount
Pro in the moderate segment of the product
market and the Paramount Avail, which was
considered the value offering market.
With these two products the company enjoys
23.3% (2009) of the retail share.
By 2009, the company realized $13 billion in
worldwide sales and $7 billion in gross profits,
with the non-disposable razors and refill
cartridges in the U.S. contributing $170 million
in revenue, gross profit of $92 million, and
operating profit of $26 million.
The company has developed their newest non-
disposable razor, Clean Edge, which is currently
undergoing review by market testers.
Case Summary Cont’d….
Main Issue
Positioning strategy for the Clean-Edge
