Clean Edge Razor: Make recommendation based on the analysis and include cited resources to support the analysis.

The non-duposable ranor market is segmented on the following basis gender male/female, price and quality, valse, moderate and per permium Consumer behavior maintenance shavers, social emotional shavers, and aesthetic shavers A study conducted shows that retail sales of non- disposable ranoes constitute 25% to super premium category, 43% to the moderate category and 32% of continutes to the valse segments Paramount in addition also conducted consumer research on distinct segmentation in terms of consumer behavior. These results held true both and women. The social emotional slurver constitutes 39% percest of the market and make product decision based on functionality. These shivers are motivated by the overall shaving experience The aesthetic shavers make up 28% of the market, and they are interested in products that give the best cometic results. Then we have the maintenance shavers who account for 33% to the sharing is consisten and view all products the same From these results it can be undersdood that by targeting the super-perium category we can minimize production costs while chasing for high profit margin, whereas by targeting the moderate category. While for targeting commes on ba of their behavior we should target the involved so that is the social emotional and aesthetic shavers who are willing to experiment with modern technology The following the arguments for launching clean olge anche product and mainta product Pron starts by introducing it as a niche market it will complet de other products of of the revenue To add to the pounioning the clean eder as a niche product will require le invoedate expendures is of promotions and advertisements, which a total of $15 million there will be fewer sales and the suggested price will be highest as compared to when it is positioned as mainstream product. There have been on innovation in paramount cament product pro and avail, pro is currently in its mature phase and there is high probability that sales will be decling soon, and paramount will lose its position in the mainstream maket Mainstream product pros the current permum brand, paramount pro is its mature phase, and clean edge is the perfect replacement to retain their loyal customers Consumers are becoming more sophisticated and expect advanced technology and innovation which paramount pro fails to do so. with clean edge released as mainstream product it will prevent convmer being wooed away by other brands. The mainstream market is projected to sell three times more units as niche strategy in the first year, thus clean edge has the potential to dominate the market. Cons begin launching clean edge as maistras product will dilute paramount pro brand power and lead to cannibalization. The company would require extensive advertising campaign and considerable consumer promotions would be required thus the expenses will be huge. To reach a full sales potential it will enquire a marketing budget of $42 milion