Clean Edge Memo

In: Business and Management

Submitted By odukale1
Words 724
Pages 3
MEMO

To: Dr. Marlys Mason
From: Alyssa Cortez
Data: October 5, 2014
Re: Clean Edge Razor-Splitting Hairs in Product Positioning Background
Since 1962 Paramount has been regarded worldwide as a respectable and well run company. With major competitors such as: Prince (Cogent and Cogent Plus), Benet (Vitric), The Tempest and The Naiv, it is extremely impressive that they continue to improve within the market. After $13 billion in global sales and over $7 million in profit in 2009 alone, Paramount Health and Beauty Company began working on what they believed to be their golden goose.

SWOT Analysis
Paramount is a strong brand that has established a positive association and trust with its consumers. The Company also has the funds to afford over $19 million/year in advertising spending. They provide the most technologically advanced product in the market. Currently, in the razor market, there is no other product that compares.

Unfortunately, Paramount has their fair share of weaknesses as well. Launching the Clean Edge razor in the wrong segment could potentially decimate the whole company. Another weakness of Paramount is that they don’t hold a position in the super premium segment of the mainstream market, which accounts for 37.2% of the total non-disposable razor market.

As far as future growth goes, Paramount has plenty of opportunities. They are already growing and have plenty of room to advance further in this super premium market. Another major opportunity that Paramount has managed to wedge their selves into is the mainstream market, which is extremely profitable. The upper level management in Paramount has the prospective chance of growing from the upward trend in men’s grooming. The uninvolved user is an untapped consumer base that the company has the potential to truly stand out.

Potentially threats facing Paramount are…...

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