Make recommendation based on the analysis and include cited sources to support your feedback.

demick lee The non- disposable razor market is segmented on the following basis: gender male/female, price and quality, value, moderate and super premium. Consumer behavior maintenance shavers, social emotional shavers, and aesthetic shavers. A study conducted shows that retail sales of non- disposable razors constitute 25% to super premium category, 43% to the moderate category and 32% of it constitutes to the value segments. Paramount in addition also conducted consumer research on distinct segmentation in terms of consumer behavior. These results held true both men and women The social emotional shaver constitutes 39% percent of the market and make product decision based on functionality. These shavers 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 cosmetic results. Then we have the maintenance shavers who account for 33% to them shaving is inconsistent and view all products the same. From these results it can be understood that by targeting the super-premium category we can minimize production costs while chasing for high profit margin, whereas by targeting the moderate category While for targeting commers on basis of their behavior we should target the involved users that is the social emotional and aesthetic shavers who are willing to experiment with modern technology. The following are the arguments for launching clean edge as niche product and mainstream product. Pros starts by introducing it as a niche market it will complemmt the other products of paramount and avoid cannibalism of the existing products paramount pro, which grocrates of the revesse. To add to this positioning the clean edge as a niche product will require less immediate expenditures in areas of promotions and advertisements, which is total of $15 million in first year as compared to $42 million in mainstream Furthermore, clean edge will be the first product that paramount can diversity its income by having market dars is both mainstram and miche positions. Thus, the risk involved is less. Coen it will have led a customer base and thes 4. e View Help 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 current product pro and avail, pro is currently as its mature phase and there is high probability that sales will be declining soon, and paramount will lose its position in the mainstream market Mainstream product pros the current premam brand, paramount pro is its mature phase, and clean edge is the perfect replacement to retain their loyal customers. Conniers are becoming more sophisticated and expect advanced technology and innovation which paramount peo fails to do so, with clean edge released as mainstream product it will present consumer being woond away by other brands. The mainstream market in 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 mainstream product will dits paramount peo brand power and lead to cannibalization. The company would require extensive advertising campaign and considerable consumer prococtions would be sequired thus the expenses will be huge. To reach a full sales potential it will require a marketing budget of $42 millon