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NicheorMainstream Both Contents Background ParamountisaglobalconsumerproductsgiantwhosecorporatedivisionsincludedHealth Cleaning BeautyandGrooming Paramountenteredthenondisposablerazormarketin1962andquicklybecamearespectedbrandintheindustry TheU S Razormarketcouldbebrokenupintoseveralcategories includingnondisposablerazors refillcartridges disposablerazors shavingcream anddepilatories Paramount CleanEdge Vibrationsstimulatehairfollicles A25 increaseinhairremovalversusothers Aultra thinfive bladedesignandoneAAAbatteryprovidesmotivationLagerandheavierhandle bettercontrol betterbalance AdvancedbladedesignreducedirritationBenefitstooverallskinconditionwithskintoneandskintexture Asellingpoint Questionraising CleanEdgeistherevolutionaryachievementofParamountwhichisexpectedtobeaninnovationleader CleanEdgeisfacedwiththefiercecompetitionfromothercorporations HowtomaketheCleanEdgestandoutinthecompetitionandnevereffectthewholeinterestsofParamount Anicheproductpositionoramainstreamproductposition HOW WHY Caseanalysis MichaelPorter sFiveForcesAnalysis Differentconsumershavedifferentviewstowardstheproduct Withtheplentyofpromotions consumerswillpayagreatattentionontheproducts Atthesametime thehighqualityofCEwillreducethebargainofconsumers Disposablerazorsmakealargepartofthemarketbecauseofthelowpriceandconvenience Besides threateningfromshavingcreamanddepilatoriesshouldbetakenintoconsiderationeither Conclusion Accordingtothechangeofretailwecanexpandthesalesvolumeofclubstores italsocancatchtheloyalconsumersofourcompany Meanwhile thesaleoffoodstoresanddrugstorescanreduceappropriately Amountofmoneyearnedinthemarket Nondisposablerazorsandrefillcartridges Super Premium Moderate Value Othersubstituteproducts MarketSegmentation Trends IntheRazorMarket thequotientofnondisposablerazorsandrefillcartridgeshasincreasedgraduallyfrom2005to2011 NondisposableRazorsexperiencedapproximately5 growthperyearfrom2007to2010 withrefillcartridgescapturinggrowthofapproximately2 Marketsituationisgood MarketTargeting Targetusers Targetusers Expecttocapturethemarketbysalespromotions MarketPositioning Paramountisafullyreinforcedcompanywiththetopresearchanddevelopmentteamandbrainpowers thebrandisfamousanditholdslargepartofthemarketshare Therefore inordertoenlargethebrandeffect thecompanymakeitsmarketstrategyfocusonthetargetcustomers TheCleanEdgeproductisontheintroductionstageandhasmanystrongcompetitors thatis ProandAvail sothemarketlocationoftheCleanEdgeistotryitsbesttoexceedthecompetitorsandmakeaminimumeffecttotheothercompany sBrandPortfolios 2020 3 16 11 可编辑 Anichepositionstrategy Amainstreampositionstrategy Combinationofthenicheandmainstreampositionstrategy PlanstoChoose ThenichepositionstrategyTheParamountProandAvailarefacingwiththemainstreammarket IfCleanEdgetakesthenichepositionstrategy itwillcomplementtheexistingproductportfolioperfectly Atthebeginning thecostwillbelowwhiletheprofitishigh AverageProfitrate41 8 Themainstreampositionstrategy Withtheadvancedtechnology CEwillseizethemarketverywell Tosomedegree CEislikelytobecomethebestsellerinthewholemarket AverageProfitrate27 7 Combinationofthenicheandmainstreampositionstrategy Firsttwoyears thenichepositionstrategywillbeused thenturntothemainstreamone Costsofthecombinationstrategy inmillions Theaverageprofitrateis27 88 PlanImplementation We llchoosethethirdoptions combinationoftheNicheandMainstreampositionstrategy Thecausescomeasfollows Withthestrategy thecompetitionbetweentheParamountproductsiscertaintoreduce Thewholeinterestsarewellprotected Meanwhile theexistingproductportfolioiscomplemented Launchedintothehigh endmarket boththemarketingcostsandriskwillbereduced Howevertheprofitishigh PlanImplementaion Proisinthematurephaseoftheproductlifecycle Itisamatteroftimetoseeitsdecline Ontheotherhand CleanEdgeisintheintroductoryphase ItisaremedialmeasuretoreplaceProwithCleanEdgetwoyearsafter whichalsoallowsParamounttodevelopnewproductsinordertoattracttheconsumersinthenichemarket Enteringthemainstreammarket thedominantpositionofParamountwillbeconsolidated Thenewtechnologywillbringinloyalconsumersandbuildaperfectbrandimage Forecast Launchinthemarket Newtechnologycreatessuperiority Turnintomainstreamandenlargethegroups Loyalconsumersandtrustinthetechnology Updateintechnology Keepthedominantposition MakinguseparamountIntroductionsbecomeAfashion Launchinthemarket shortofconsumers CompetitionfromNaiv Takethecontingencyplansandrepositiontheproduct Forecast IntheadvertisingofCleanEdge wecanpositionitasakindofbeautyproduct TrailsprovedCleanEdge sbenefitstooverallskinconditionandmen spreeningbecamemoremainstream Moderatecreationinthead
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