Marketing

Principles of Marketing:
Case1: Clean Edge Razor

1.) U.S Razor´s Market Overview:

U.S Razor market is divided in 5 categories:
Non dispensable razors
Refill cartridges
Disposable razorsShaving razors
Depilatorie
Non dispensables and refill cartridges are divided into three segments base don pricce and quality:
Super-premium
Moderate
Value

Growths and main reasons forthis growth.
Competition:
Direct and Indirect.
Other brands and products.

2.) Welcome to Paramount:

Giant
Respected Brand
Two products
One new product more

2.1) New product
CleanEdge razor.
Innovative and special design. Vibrating technology.
Clean Edge competed in the nondisponsable razor and refill cartridge categories.
2.2) Voilà Jackson Randall

3.) Mission 1:Product positioning

Product Positioning
Quantitative analysis

Razor | | (in dollars) | |
| | Niche | Mainstream |
Capacity | Year 1 | 1000000 | 3300000 |
| Year 2 | 1500000 |4000000 |
Production cost/unit | | 5 | 4.74 |
Manufacture Price | | 9.09 | 7.83 |
Suggested Price | | 12.99 | 11.19 |
Revenue | Year 1 | 9090000 | 25839000 |
| Year 2 | 13635000 | 31320000 |Production Costs | Year 1 | 5000000 | 15642000 |
| Year 2 | 7500000 | 18960000 |

Cartridge | | (in dollars) | |
| | | |
| | Niche | Mainstream |
Capacity | Year 1 | 4000000 |9900000 |
| Year 2 | 10000000 | 21900000 |
Production cost/unit | | 2.43 | 2.24 |
Manufacture Price | | 7.35 | 6.22 |
Suggested Price | | 10.5 | 8.89 |
Revenue | Year 1 | 29400000 |61578000 |
| Year 2 | 73500000 | 136218000 |
Production Costs | Year 1 | 9720000 | 22176000 |
| Year 2 | 24300000 | 49056000 |

COSTS | | | |
| | Niche | Mainstream |
Capacity costs |Year 1 | 610000 | 1710000 |
| Year 2 | 870000 | 2450000 |
Adv | Year 1 | 7000000 | 19000000 |
| Year 2 | 7000000 | 17000000 |
Consumer prmotions | Year 1 | 6000000 | 17000000 |
| Year 2 |...