Professional Documents
Culture Documents
Agenda
Situation Analysis
Competitors Consumers Distribution Channels
SWOT Analysis of Paramount Marketing Plan for the Launch of Clean Edge Razor
Positioning and Target Segments Marketing Campaign
Advertising Consumer Promotion Trade Promotion
Financials
Competitor Analysis
2010 Competitors Market's Share
23
21.4
5.7
2.6 21.1 26.2
Competitor Analysis
Super-premium Competitor Analysis
13 12.5
12
Price
11.5 11 10.5 10 Cogent Plus Cogent Victric Victric The Naiv Master Advanced Products The Tempest
Consumer Analysis
More brand switching into super premium market to superior products Brand loyal Not price sensitive Aware of new products through advertising Increased blade replacement Generally interested in beauty/grooming products
28%
33%
Social Emotional Aesthetic 39%
Consumer Profiles
Social/Emotional:
Shaving is an essential grooming ritual that makes them feel more attractive and confident These consumers differentiate products based on both messaging and functionality
Aesthetic:
Desire is for smooth skin and shaving is done consistently Differentiation of products is based solely on effectiveness
Maintenance:
Have no interest in product category, are inconsistent, and see shaving as a chore that should be done quickly
35 30 25 20 15 10 5 0
2007 2008 2009 2010
Drug Stores
Provides: All Products (No Value Pack) Focus on: Niche Mainstream
Mass Merchandisers Provides: All Products (No Value Pack) Focus on: Mainstream Uninvolved Maintained
Club Stores
Provides: Value Pack Only Focus on: Mainstream
Weaknesses
Lacks presence in the super-premium segment of the market.
Opportunities
Increase popularity in mens grooming. Growing superpremium segment.
Threats
Competitors releasing a similar razor into the Super-premium market. Unsuccessful launch could hurt strong brand equity.
Target Markets:
Social/Emotional Niche Segment
Largest Segment of Nondisposable Razors Needs of this segment fit the attributes Clean Edge Razor provides
Mainstream
Large Market that is untouched by super premium products
Print Advertisements
Publications that cover Mens Fashion and Lifestyle
EX: Esquire, Details, and Mens World
Digital Marketing
Digital Mediums of Print Publications Banner Advertising using Google target advertising platform
Focusing on Mens Fashion and Lifestyle
Social Media
Create Clean Edge Razor Social Platform
Including: Facebook, Tumbler, YouTube, and Twitter Accounts #CleanEdge
Give a Free Matte Black Razor with Customized Carrying Case to Top Mens Fashion and Lifestyle Blogging Sites
EX: Dappered.com, TheSatorialist.com Have them post about their experiences with Clean Edge Razor on all Social Media Platforms Feature post about different package options for the product
Advertising: Mainstream
Advertising Budget will cover TV, Print, Digital, and Social Media Platforms TV Commercials:
Joakim Noah All Sporting Events
Beginning from the Super Bowl (February)
Print Publications
News Worthy Print Ads
EX: Forbes, Businessweek, NY Times, WSJ
Digital Marketing
All Digital platforms of Print Publications Banner Advertising using Google target advertising platform Website for Countdown of Lets Shave Noah
Social Media
Efforts focused on promoting social media events Lets Shave Noah Mustache March No Shave November
Consumer Promotion
We are a super premium product therefore our focus will be on Package Differentiation and Product Differentiation Product Differentiation
Offer 4 Different Product Packages:
Original Clean Edge Razor Extra Comfort and Grip Clean Edge razor Original Clean Edge Razor with carrying case, and wall mount Matte Black Clean Edge Razor
Package Differentiation
Offer 3 Different Package sizes for Refill Cartridges
4 Pack 8 Pack 16 Pack
Package Differentiation:
Refill Cartridges can be used for all the 4 different product options Allow mainstream users continue use of a super premium product at a reasonable price
Trade Promotion
Food Stores:
Receive some of Trade Promotion Budget for:
Displays that focus on different Product Options of Clean Edge Razor
Will Carry only the 4 different Product options and 4 Pack for Refill Cartridges
Drug Stores:
Receive some of Trade Promotion Budget for:
Displays that focus on Attributes of Clean Edge Razor as a whole
Will Carry only the 4 different Product options and 4 Pack for Refill Cartridges
Mass Merchandisers:
Receive some of Trade Promotion Budget for:
Displays that focus on the 4 different Product options and the 2 Different Packages for Refill Cartridges
Will carry the 4 different Product options and the 4 - Pack and 8 Pack Refill Cartridges
Club Stores
Will not receive any of the Trade Promotion Budget Will Carry only the 16 Pack Refill Cartridges
Drug Stores:
Both Social/Emotional Segment and Mainstream
Mass Merchandisers:
Both Social/Emotional Segment and Mainstream
Club Stores:
Mainstream
Financials Agenda
Retail Prices for Different Product Options and Packages Breakdown of Advertising Budget Expected Capture of Market Share Income Statement for Social/Emotional Segment Income Statement for Mainstream Combined Income Statement
$15.99 $12.99
$14.99
Expect 30% of Niche Unit Sales from Added Value Product Options Avg. Price Increase for Added Value Options: $3.33 Consumer Promotion Budget Required: $4,896,000
4 - Pack
8 - Pack 16 - Pack
Consumer Promotion Budget Required to compensate for decrease in price per cartridge: $2,118,100
4 - Pack
8 - Pack
16 - Pack
2011 $6,000,000
$3,340,000 $220,500 $46,449.70
2012 $6,000,000
$3,340,000 $220,500 $46,449.70
$2,393,050.30 $2,393,050.30
Consumer Promotion
Costs of Added Value Product Options Manufacturing Costs
$6,000,000
$4,896,000 $1,104,000
$6,000,000
$5,440,001 $559,999
Trade Promotions
Instore Advertising for Clean Edge Features Instore Advertising for Product Options
$4,000,000
$1,240,000 $2,560,000
$4,000,000
$1,240,000 $2,560,000
Total Budget
$16,000,000 $16,000,000
Digital
Social Media
$620,500
$36,449.70
$610,500
$36,449.70
Consumer Promotion
Costs of Value Pack Options Manufacturing Costs
$5,000,000
$2,118,100 $2,881,900
$8,000,000
$6,824,989 $1,175,011
Trade Promotions
Instore Advertising for Value Packs Instore Advertising for Product Options
$2,000,000
$420,000 $1,580,000
$3,000,000
$630,000 $2,370,000
Total Budget
$17,000,000 $22,000,000
295,000 950,556 $10,068,350 $32,442,463 $10.24 $10.24 $3,020,505 $9,732,739 $5,900,000 19,011,112 $23,465,775 $75,611,945.20
$32,523,750 $104,798,754.90 $4.92 $4.92 $15,181,880 $48,919,393.40 $12.34 $12.34 $7,047,845 $22,709,723.84 $14.14 $14.14 5,900,000 19,011,112 $54,753,475 $176,427,872 $40,502,320 $130,507,482