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
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Clean Edge Razor by Paramount
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