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UTM KL
PRESENTATION OUTLINE
Introduction
Issues
Analysis of Marketing Strategy
Razor Market Analysis
Marketing Strategy Analysis
Marketing Solutions
INTRODUCTION
Shift of distribution
channel from Food & Drugs
stores to Mass Merchandisers
THE DILEMMA…
ISSUES
Primary Issues
positioning of
Associating Paramount to
Clean Edge Razor the brand as part of overall Paramount Clean
Corporate Strategy to build Edge
Paramount brand equity
RAZOR MARKET – COMPETITIVE MAPPING
Prince
Cogent
Cogent Plus
Paramount mium
re
Paramount Pro
e r-P
p
Su Radiance
Naiv
Paramount ra te
d e
Paramount Avail
Mo
Simpsons
Tempest
lu e
Va
RAZOR MARKET ANALYSIS
Market Share – by Market Share - by Market
Brand Segment
Value
6%
Super Premium
46%
Moderate
48%
Source: Exhibit 5
RAZOR MARKET ANALYSIS
Sales by Segment
Product Segment Volume Dollar Volume to
(%) (%) Dollar Ratio
Super-premium 25 34 1 : 1.4
Moderate 43 44 1 : 1.0
Value 32 22 1 : 0.7
Source: Table B
Although Moderate Market captures the highest percentage of volume and dollar value,
the super-premium gives the higher return in terms of dollar value per volume
produced.
On the other hand, value market segment gives lower market value per volume
produced.
RAZOR MARKET ANALYSIS
SWOT Analysis
Strength Opportunity
1. Established brand that consumers already trust and hold 1. Growth in the super premium segment
strong and positive association with. 2. Mainstream market is highly profitable.
2. Paramount can afford $19 million in advertising 3. Increased in men’s grooming.
3. Best product in the market (Technologically advanced and 4. Uninvolved razor users (maintenance users) is untapped
tested) consumer base.
4. Nothing currently in the market like it.
Weakness Threat
1. Launching the Clean Edge Razor in the wrong segment 1. Positioning in the Mainstream market could lead to
could potentially canabilise the Paramount Pro. cannibalization of existing Paramount product
2. Does not hold a position in the super premium segment of 2. Super-premium market segment is highly influenced by
the mainstream market which accounts for 37.2%of the market and technology changes on razor functionality
total non-disposable razor market. and design.
3. Competitors in the market may released similar products.
4. Naiv, a competitor brand of non-disposable razor has
similar vibrating technology to Clean Edge.
MARKETING STRATEGY ANALYSIS
Profit and Loss Forecast for Clean Edge Under Niche and Mainstream Scenarios (in $ Millions)
Niche Mainstream
Year 1 Year 2 Year 1 Year 2
Unit Sales Razors 1 1.5 3.3 4
Dollar Sales Razors $ 9.09 $ 13.64 $ 25.84 $ 31.32
Unit Sales Cartridges 4 10 9.9 21.9
Dollar Sales Cartridges $ 29.40 $ 73.50 $ 61.58 $ 136.22
Total Dollar Sales $ 38.49 $ 87.14 $ 87.42 $ 167.54
20% 21%
Niche
10%
7% Mainstream
0%
Year 1 Year 2