**Case Analysis: Clean Edge Razor**
In this video, Group C consisting of John Foster, Lisa Harchut, Ian Moy, James Onufrak, Kelliann Rooney, Samantha Segura, and David Rosen presents a comprehensive case analysis of the Clean Edge Razor from Paramount Health and Beauty Company. Paramount is a global leader in consumer products, with divisions in health, cleaning, beauty, and grooming sectors.
The analysis focuses on the grooming division and the market for non-disposable razors and refill cartridges, which generated $170 million in revenue and $26 million in operating profit in the 2009 fiscal year. Paramount currently offers the Paramount Pro and the Paramount Avail in the non-disposable and cartridge market segments, but the company is looking to introduce a new product, the Clean Edge Razor.
The Clean Edge Razor is designed to provide the closest, cleanest, and smoothest shave to date, with new vibrating technology and ultra-thin five blades. Market research has shown a 25% cleaner shave and improved skin tone and texture compared to competitors’ products.
The video delves into the grooming market segmentation, competitors, and key branding and marketing considerations for the Clean Edge Razor. The group makes recommendations on niche positioning, promoting the product as high-tech and innovative, and branding it as “Clean Edge by Paramount.”
By leveraging targeted marketing and niche positioning, the group emphasizes the potential for Paramount’s success in the growing super-premium market while maintaining the flagship status of the Paramount Pro.
For more in-depth analysis and insights, watch the full video above.
**Key Tags**: grooming market, non-disposable razors, refill cartridges, Clean Edge Razor, Paramount Health and Beauty Company
*Source*: [Harvard Business Review](https://hbr.org/)
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