Clean Edge Razor: Splitting Hairs in Product Positioning Case Solution
BRIEFING:
In the end, all business operations are reduced to three words; people, product and profits!
IT took PARAMOUNT HEALTH AND BEAUTY COMPANY three years to develop EDGE. EDGE is completely a new and higher performing design. It vibrates and pulls hair out, deep from the hair follicles, allowing close and smooth shave.
Time has arrived to introduce it to men in the market where it has resourceful existence. The product manager (JACKSON RANDELL) has to work on EDGE’S pricing strategy, sticking firm to the plan. He can target a niche market where it can be introduced and marketed to different market segments. The aim will be to sale it people who look for the best and branded products and earn higher profits. It can also be targeted to the whole market (mass marketing) where profits can be earned on the basis on large market share. Mass market is very competitive due to the numerous same products.
RANDELL has to makes a wise decision and support his selected strategy with economic analysis. He must keep in mind the effects to the whole company and entire market of his selections of pricing technique. Effects of cannibalization must be considered to do it the best way!
Subjects covered are Marketing Strategy, New Product Marketing, Product Positioning, Profitability Analysis and Quantitative Analysis.
Case in written by JOHN A QUELCH and HEATHER BECKHAM
PAGES: 10
SOURCE: HBS
PUBLISHED: 01/19/2011
PRODUCT NO: 4249-PDF-ENG
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