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?
What changes are occurring in the non-disposable razor category?
