How is the non disposable razor market segmented

Clean Edge
Subject
Writing

Question Description
For Clean Edge ... Answer the following three questions:

1.What changes are occurring in the nondisposable razor category? Assess Paramount’s competitive position. What are the strategic life cycle challenges for Paramount’s current products as well as for Clean Edge?

2.How is the nondisposable razor market segmented? Examine consumer behavior for nondisposable razors?

3.What are the arguments for launching Clean Edge as (a) a niche product and (b) a mainstream brand? Which would you recommend? What are the strategic implications of your recommendations?

TO: Michael Booth - CEO - Portland Drake Beverages FROM: SUBJECT: Positioning Crescent Pure as organic energy drink DATE: Executive Summary Our analysis on Crescent and potential markets has led us to recommendation that Portland Drake Beverages should position Crescent Pure as an organic energy drink. This is based on our evaluation of the brand and its relative properties compared to the players in energy and sport drinks, as well as the growth potential in both organic and energy drinks. Along with this positioning, PDB should plan for an offensive strategy that starts first and foremost with active, health-conscious young consumers. Our launch strategy will include brand activations based on activities and major outdoors events. Situation Analysis Market Segment Overview When looking at Crescent Pure products, there are large opportunities they can take advantage of. Both organic and energy drinks demand are growing rapidly. Organic is becoming more popular with older and younger demographics, where energy drinks excel in the younger demographics. The combination of both would be a fairly new type of drink. Please reference the analysis for details and rationale regarding the combination. SWOT Analysis of Organic Energy Drinks Strengths ● Crescent’s sugar content is on average 70% less than leading energy and sports drinks ● Attributes are similar to energy and sports drinks ● Can charge a premium prices ● Attracts a larger customer base Weaknesses ● Needs larger advertising budget ● Doesn’t provide as much energy as other energy drinks ● Production capabilities are small Opportunity ● Increasing demand for organic/ healthier choice drinks ● Increasing demand for energy drinks Threats ● May create consumer confusion Price Crescent unit price stands in the middle between the average price of sports and energy drinks. This is a strong position to be in; it won’t scare off new customers and is cheap enough for it to be a recurring purchase. Sport Drinks Crescent Energy Drinks $1 - $2 for 12 oz. - 24 oz. $2.75 for 8 oz. $2.99 - $5 for 8 oz. - 16 oz Demographics Age Range Gender Both energy drinks and sports drink are male oriented. Over half of men consume sport drinks, while only a third of women do so. The largest group of energy drink consumers are young males. Perception Comparing customer ratings for Crescent to that of the general energy drinks and of the general sport drinks category, we noticed that our product aligns much closer to energy drinks. In many areas, we are delivering greater value, as reflected by higher ratings from our online store. Additionally, we saw that Crescent are not considered as suitable for teenagers, a large and important segment for energy drinks. For sport drinks, we are perceived as more functional and natural, but we fall short in terms of hydration, a key dimension in the category. While there is a small margin of error from the difference in survey design, with ours lacking the “None of the above” choice, the optional nature of the choice promises adequate accuracy for survey as a whole.