Clean Edge Case Questions - Essay Example

Clean edge case questions Question one There is a lot of competition in the non-disposable razor market. Paramount being a trusted brand name has this as strength since customers trust their products but there is also the lure that is ever-present from the aggressive advertising from other companies with the same product. The older products in the razor category also need to keep up in terms of technology and innovation in order to be competitive and to avoid becoming obsolete. There has to be a very delicate balance in advertising and marketing for the old products as well as for the new non-disposable razors.

This functions to maintain sales and productivity for the old products while establishing a niche in the market for the new products. The idea is to avoid the new product from cannibalizing the old products while simultaneously maintaining a competitive edge for an organization’s entire product range. The customer’s sense of utility for both products should remain high for both products. There is a real threat of the new product over-shadowing the old product; therefore, it is paramount for the marketing team to have ample preparation for such an eventuality.

Defects in the new product released warrants management to either recall the released products. This is a weakness, which the organization should strive to eradicate (Beckham & Quelch). Question twoNon-disposable razor use is categorized into two general types. The first is the everyday shaver, which seeks to create an ultimate shaving experience for consumers. The product’s affordability ranges from high to low-end. Conversely, the second category is the general shaver, which is available for all consumers depending on their financial capabilities.

The R&D department at Clean Edge seeks to find out consumers’ frequency of use, their budget and their expectations of the product; for example, a consumer’s lifestyle determines the type of razor they require. Question threeI would recommend Clean Edge being sold as a niche positioned product, which offers the ultimate shaving experience for men who shave routinely and who seek a superior razor and performance razor. This will appeal to the functionality appeal of the consumer for a non-disposable, high quality razor.

This will maintain the competitive edge that Clean Edge has and set it apart as a high quality product- a must have which appeals to the masculine in the male consumer.I would not recommend the mainstream positioning of the Clean Edge, as it would face harsh competition form the already flooded market. It could also spell the decline in production sales for older products in the razor section at Paramount.Question four I would look for a name that has masculine appeal since out target consumers.

I would give aggressive marketing and advertising high budget allocations so that they can start pre-marketing the product. I would also make a great deal of the launching of the product with a good-sizable budget to go with it. I would call the product a name like “Sahara” with options of “Platinum” for top quality, “Gold” for second quality and “Premium” for third quality (Beckham & Quelch). Work CitedBeckham, Heather and John Quelch. "Clean Edge Razor: Splitting Hairs in Product Positioning.

" 19 January 2011. Harvard Business Review. Web. 24 September 2014.