Case Clean Edge

1 – What is your analysis about the market conditions of the Clean Edge is competing ? Write your answer using at minimum 100 and up to 250 words.

Due to the growth of, approximately, 5% between 2007 and 2010 on  nondisposable razors, in which Clean Edge is included, and the 2% growth on cartridge refills (which consistently holds more than 40% of potential market in sales) and considering that this growth is mostly attributed to innovations, Clean Edge has a high and solid potential.

With the chance of stepping into the super-premium category against, basically, Prince and a probable new product from Radiance, Clean Edge has clearly an opportunity to grow their market-share in order to became the number one brand on both Volume of Units and Sales ($).

2 – What are the main challenges of the actual Marketplace ? What are the reasons for the competitive arena ? Write your answer using at minimum 100 and up to 250 words.

Considering the specific configuration of the retail channels, that brings that more than 70% of the units sold are coming from Food Stores and Drug Stores, Paramount will have an opportunity of spreading the sales to a more diversified brunch of channels as sales.

In a market that counts with something around 22 different SKUs with most of the products targeted to super-premium segment Clean Edge will have a tough way further to beat the competitors and, mainly, against Prince. As all it said, even though in a very competitive market, if Paramount takes the decision of going in a super-premium category, there is a very prominent path.

3 – What are the main changes in the customers´ behaviour of the target market ? What are the main benefits that Clean Edge must promote in order to achieve success? Write your answer using at minimum 100 and up to 250 words.

In a very transformational word, the actual behavior of the customers is changing in a fast pace. A good example is that the customers are changing their refills more frequently and the tendency of reduction of the replacement cycle keeps growing.

As Clean Edge has a variety of characteristics that should be promoted and emphasized as a cutting-edge technology for a public that aims for innovation consistently. The vibrating technology for a more through shave is, for sure, brings a bright to the avid customers for technology.

4 – What are the main opportunities that Edge can explore in order to match customers´ needs and expectations about the product?

Of course, depending on the category in which Clean Edge will be placed, Paramount will have some opportunities. Assuming that going into the super-premium category:

1. Associating the new Razors with Premium products as after shaving, would bring a good beginning of the journey and appealing to the customers;
2. A perfect shaving experience should be used to bring the public that aims for Aesthetic Shaving;
3. Technology appealing for those who think that shaving is not but shaving and the razors doesn’t matter (approximately 1/3 of the customers.