Clean Edge Razor

An analysis of branding and positioning of Paramount ‘s newest innovation in the nondisposable razor category: “Clean Edge”

An analysis of branding and positioning of Paramount ‘s newest innovation in the nondisposable razor category: “Clean Edge”

Clean Edge Razor

Clean Edge Razor

Group 3: Section D

Group 3: Section D

Adarsh Manish Tigga- PGP2011511

Biswajeet Mallik- PGP2011598

Saket Kumar Gupta- PGP2011845

Vaddadi Aishwarya- PGP2011923

Vivek Azad- PGP2011942

K Ashok Kumar- PGP2011670

Risabh Chauhan- PGP2011824

Adarsh Manish Tigga- PGP2011511

Biswajeet Mallik- PGP2011598

Saket Kumar Gupta- PGP2011845

Vaddadi Aishwarya- PGP2011923

Vivek Azad- PGP2011942

K Ashok Kumar- PGP2011670

Risabh Chauhan- PGP2011824

Executive Summary:

Paramount is a global leader in consumer goods category with focus on health, cleaning, beauty care and grooming. It holds a great respect in the razor industry with its two famous brands Paramount Pro and Paramount Avail. Though it earns the most revenue from these two brands, but it has zero presence in the mainstream category of razors.

Keeping such facts on its view, it is planning to launch a new innovative razor ‘Clean Edge’ in the mainstream category. Paramount claims that it will bring a completely new and wholesome experience to the users because of its vibrating technology to stimulate hair follicles and lift the hair from the skin, allowing a cleaner shave.

But the dilemma it now faces is how to position it in the target market. Either it can position itself as niche product catering to the needs of highly involved groomers who demand excellent shaving experience or as a mainstream product with the vision to make it the most favorable and demanding brand.

Industrial Analysis:

The razor market in US is broadly divided into several categories including nondisposable razors, refill cartridges, disposable razors, shaving cream and depilatories. The nondisposable razor and refill...