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A dricke The non-disposable razor market is segmented on the following basis gender male/female, price and quality, value, moderate and super permin Connamer behavior maintenance shavers, social emotional shavers, and aesthetic shaves 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 commer behavior. These results held true both men and women. The social emotional shaver cominates 39% percent of the market and make product decision based on functionality. These shavers se 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 mininine production costs while chasing for high profit margin, whereas by targeting the moderate category. While for targeting consumers on basis of their behavior we should target the involved was that is the social emotional and aesthetic shavers who are willing to experiment with modes technology I The following are the arguments for Innching clem edge as niche product and mainstream product Pros starts by introducing it as a niche market it will complement the other products of paramount and avoid caubalit of the existing products paramount pro, which generates mot of the revenue. To add to this positioning the cleas 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 mat Furthermore, clean edge will be the first product that paramount can diversity its income by having market shares in both mainstream and miche poutions. Thms, the risk involved is less Coes it will have limited a cutomer base and thus Vew 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 corrent product pro and avail, pro is currently in 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 perman 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 consumer 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 mainstream product will dilute paramount pro brand power and lead to cabalization. The company would require extensive advertising campaign and considerable commmer promotions would be required thus the expenses will be huge. To reach a full sales potential it will require a marketing budget of $42 I A dricke The non-disposable razor market is segmented on the following basis gender male/female, price and quality, value, moderate and super permin Connamer behavior maintenance shavers, social emotional shavers, and aesthetic shaves 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 commer behavior. These results held true both men and women. The social emotional shaver cominates 39% percent of the market and make product decision based on functionality. These shavers se 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 mininine production costs while chasing for high profit margin, whereas by targeting the moderate category. While for targeting consumers on basis of their behavior we should target the involved was that is the social emotional and aesthetic shavers who are willing to experiment with modes technology I The following are the arguments for Innching clem edge as niche product and mainstream product Pros starts by introducing it as a niche market it will complement the other products of paramount and avoid caubalit of the existing products paramount pro, which generates mot of the revenue. To add to this positioning the cleas 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 mat Furthermore, clean edge will be the first product that paramount can diversity its income by having market shares in both mainstream and miche poutions. Thms, the risk involved is less Coes it will have limited a cutomer base and thus Vew 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 corrent product pro and avail, pro is currently in 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 perman 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 consumer 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 mainstream product will dilute paramount pro brand power and lead to cabalization. The company would require extensive advertising campaign and considerable commmer promotions would be required thus the expenses will be huge. To reach a full sales potential it will require a marketing budget of $42