Exhibit xx Paramount Grooming SWOT Analysis Paramount Strengths Capabilities (e.g., Product, Channels, Communications, Price, CRM): 1. 2. 3. 4.

Resources 1. 2. 3. Paramount Weaknesses Capabilities (e.g., Product, Channels, Communications, Price, CRM): 1. 2. 3. 4. Resources 1. 2. 3.

Opportunities Threats Opportunities ocus on (!uanti " Clean #dge$grooming opportunities): )hreats ocus on (!uanti " the Clean #dge$grooming threats): 1. Customers: 1. Customers: 2. Colla%orators: 3. Competition: 4. &ocioeconomic, technological, legal, product life cycle' conte(t 2. Colla%orators: 3. Competition: 4. &ocioeconomic, technological, legal, product life cycle'conte(t

Summary

Exhibit xx arketing Strategy for !iche " ainstream Positioning Concepts *iche Mainstream

O%+ecti,es (-se the Pro .orma anal"sis to in orm "our o%+ecti,es) Customer )argets -se %eha,ior segmentation detail /e" Competitors0 &trateg" O%+ecti,es Product1Mar2et &trateg" 3Competiti,e ad,antage Core capa%ilit" 5ea2nesses 6i2el" response7 Paramount 8ro9th &trateg" (/:P #(. 1.2) ;randing &trateg" (/:P 14<1=1) 3Competiti,e ad,antage Core capa%ilit" Positioning &tatement (/:P 14>) 4444444444444444444444 %ased on .or 44444444444444444444444444444444 Clean #dge is a 44444444444444444444444 that 444444444444444444444444444444444 /e" Mar2eting Mi( #lements ?oes Paramount possess re@uisite capa%ilities7 A it is not currentl" a Paramount strength (see &5O)), then the ans9er is *O.
3 Competiti,e ad,antage can %e %ased on Cost 6eadership (i.e., lo9er costs and price) or Product ?i erentiation (product1centric ad,antage achie,ed through inno,ation : product de,elopment capa%ilities that creates clearl" superior products) or Mar2eting ?i erentiation ocusing on superior relationships 9ith the customer (customer1centric ad,antage achie,ed through CRM capa%ilities) or superior image (%rand1centric ad,antage achie,ed through positioning : ad,ertising capa%ilities).

4444444444444444444444 %ased on

.or 444444444444444444444444444444444 Clean #dge is a 44444444444444444444444 that 444444444444444444444444444444444

#e$eloping the One%Page &ecommendation .irst paragraph: Blternati,e selected Product1Mar2et &trateg": O%+ecti,e achie,ed7 Paramount0s : competitors0 competiti,e ad,antage7 Customers : Positioning7 &econd paragraph: /e" mar2eting mi( elements7 .it 9ith current capa%ilities7 .it 9ith current opportunities$threats7 5ill this elicit positi,e or negati,e response rom customers, colla%orators or competitors7 Address only if important' Bdditional paragraph: Bssessment o alternati,e positioning concept &ame criteria as a%o,e : a @uantitati,e assessment o the changes in assumptions re@uired or the alternati,e positioning concept to %e chosen. Product pac2aging, ad,ertising : promotion details Positioning concept : )"pe o ;randing &trateg" (see /:P 14<1=1) M2t. penetration, M2t. de,elopment, product de,elopment, di,ersi ication7

3 Competiti,e ad,antage can %e %ased on Cost 6eadership (i.e., lo9er costs and price) or Product ?i erentiation (product1centric ad,antage achie,ed through inno,ation : product de,elopment capa%ilities that creates clearl" superior products) or Mar2eting ?i erentiation ocusing on superior relationships 9ith the customer (customer1centric ad,antage achie,ed through CRM capa%ilities) or superior image (%rand1centric ad,antage achie,ed through positioning : ad,ertising capa%ilities).