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Clean Edge Razor by Paramount

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by

Tania Drakou

on 15 December 2013

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Transcript of Clean Edge Razor by Paramount

Clean Edge Razor by Paramount
Razor Market Overview
Paramount's Internal Situation & Competition
Topic 3
Topic 4
Topic 5
Conclusion
Razor Market Overview
Market Segmentation & Consumer Behavior
Trends
High rate of new products introduction

Advertisement expenditures > retail market sales

Increasing self space from distribution outlets

Distribution channel change

Male- grooming products are the talk of the town for the companies

Industry Analysis & Trends

Trends in advertising spend

Growth in super premium segment

Growth in male grooming products
Competitors
Prince
Benet and Klein
Radiance
SWOT Analysis for Paramount
Behavioral Segmentation
of Consumers
Aesthetic Shavers
Social/Emotional Shavers
Maintenance Shavers

Targeting
Social/Emotional Shavers Aesthetic Shavers
(Mostly Men)
Positioning
Mainstream Product
Niche Product
4 Ps
Product
Market leader
2009: 23.4%$/23.3% Vol.
Operating Profit lagging behind Competitors
Has not innovated in last 5 years
Promotion
Advertising
Consumer promotions
Trade promotions
Place
Food stores
Drug stores
Mass merchandise
Club stores
Other
Price
Paramount Pro $9.50
Paramount Avail $5.75
Simpsons
Full transcript