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Clean Edge Razor - Case Study Presentation

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by

Nikos Milo

on 18 December 2013

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Transcript of Clean Edge Razor - Case Study Presentation

Clean Edge Razor by Paramount
Razor Market Overview
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
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

Consumer Segments
Premium Packaging & Branding
Advertising and Promotion
Conclusion
Looking for Involved users
Social and Emotional Shavers
Aesthetic Shavers

Target Market
Males between 22-55
Medium/High Income
Emotional/Social and Aesthetic Shavers

Black background
Printed Name
Technology advantages moto
Celebrity endorsement
Online
Gift to bloggers and opinion makers
Facebook Ads, Google Adwords
Offline
Launch special events for Public Relations
Print, Newspapers, Magazines
TV spots
Billboards
Viral promotion - Flash mob

Distribution
Boutique stores
Elite Shopping Malls
Partnership with Premium Airlines
Elite Gyms

Refill cartridges
Disposable razors
Shaving cream
Non disposable razors
Depilatories
Razor Industry
Non Disposable Razor

5% 2007-2010

Refill Cartridges
2% 2007-2010

Keywords for the growth
innovation
new product introductions

Non Disposable & Refill Cartridge
Value
Moderate
Super Premium
Key Facts

Innovation in the super premium category

More frequent purchases of razors

Shorter replacement cycle
low switch cost
COMPETITORS
PRINCE
BENET & KLEIN
SIMPSONS
RADIANCE
SWOT ANALYSIS
STRENGTHS
Established brand

Paramount can afford high advertising spending

Best product on the market

Weaknesses
Opportunities
Growth in super premium segment

Highly profitable mainstream market

Increase in men’s grooming
Threats
Competitors may release similar products

Naiv has similar vibrating technology

Poor execution of marketing
strategy may damage the brand and the product
Potential Cannibalization

No current position in the super premium segment
POSITIONING
Niche Marketing

Niche Approach
Excellent design and new technology

Super premium product

Leads to high and consistent profit Margins with minimum risk

Low marketing expenditures

Avoids cannibalization with other products

Super premium segment is less saturated

Allows Paramount to have a product in each market

POSITIONING
Mainstream Marketing

Mainstream Approach
Most effective razor in the market

Keep loyal customers satisfied by the new innovative technology and avoid going to competitors

Higher volume sales compared to niche product

Broader consumer base which expect more advanced technology

Why Clean Razor?

Emphasis on the Innovation and then…

Link Innovation to Brand

Boosting sales for other products
WHERE IS PARAMOUNT NOW?
CLEAN EDGE'S CONSUMER
Clean Edge by Paramount
"We care"
No differentiation? Really? Why?
by...
Milonakis Nikos
Drakou Soultana - Maria
Tsolakidis Apostolis
Frazi Georgia
Katavelos George
Full transcript