毕马威案例分析大赛作品.ppt

Niche or Mainstream? Both! Contents Background Paramount is a global consumer products giant whose corporate divisions included Health, Cleaning, Beauty and Grooming. Paramount entered the nondisposable razor market in 1962 and quickly became a respected brand in the industry. The U.S. Razor market could be broken up into several categories, including nondisposable razors, refill cartridges, disposable razors, shaving cream, and depilatories. Paramount Question raising Case analysis-Michael Porters Five Forces Analysis Market Segmentation Market Targeting Market Positioning Plan Implementation Plan Implementaion Forecast Forecast Background 1 Question Rising 2 Case Analysis 3 Alternative Plans 4 Plan Implementation 5 Forecast 6 Paramount’s Products Paramount Avail Paramount Pro Clean Edge Clean Edge: Vibrations stimulate hair follicles. A 25% increase in hair removal versus others. A ultra-thin five-blade design and one AAA battery provides motivation Lager and heavier handle, better control, better balance. Advanced blade design reduced irritation Benefits to overall skin condition with skin tone and skin texture (A selling point). Clean Edge is the revolutionary achievement of Paramount which is expected to be an innovation leader. Clean Edge is faced with the fierce competition from other corporations. How to make the Clean Edge stand out in the competition and never effect the whole interests of Paramount? A niche product position or a mainstream product position? HOW? WHY? Different consumers have different views towards the product. With the plenty of promotions, consumers will pay a great attention on the products. At the same time, the high quality of CE will reduce the bargain of consumers. Disposable razors make a large part of the market because of the low price and convenience. Besides, threatening from shaving cream and depilatories should be taken into consideration either. Paramount has a lot of advantages in the competit