Clean Edge Razor – Assess Paramount’s competitive position.
1) What changes are occurring in the non-disposable razor category? What are the strategic life cycle challenges for Paramount’s current products as well as Clean Edge?
2) How is the non-disposable razor market segmented? What are the crucial elements of consumer behavior for non-disposable razors?
3) 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?
4) Based on your positioning strategy, what brand name and marketing budget allocations would you advise?