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Edge
Razor
Clean
Edge
Razor
Case Summary
Main Issue
Problem Statement
Analysis
Recommendation
Desk
Edge
Razor
Case Summary
Clean
Edge
Razor
Clean
- By
Edge
Razor
Clean
Edge
Razor
SALES
VALUE 22%
SUPERPREMIUM
34%
MODERATE
44%
VOLUME
VALUE 32%
SUPER-PREMIUM
25%
MODERATE 43%
Clean
Edge
Razor
23 % of market share
OTHER
B&K
Brand: Vitric,
21,1 % of market share
PARAMOUNT
Brand: Tempest
5,7 % of market share
SIMPSONS
RADIANCE
Brand: Naiv,
2,6% of market share
Clean
Edge
Razor
Main Issue
Clean
Edge
Razor
Clean
Edge
Razor
Problem Statement
Clean
Razor
Edge
MARKET SEGMENT
Market
Segments
SuperPremium
Mainstream
Moderate
Niche
Value
Clean
Edge
Razor
POSITIONING STRATEGY
ALBERT ROSENBERG
WILLIAM KIM
Clean
Edge
Razor
Clean
Edge
Razor
$ 15 Million
MAINSTREAM
$ 42 Million
Clean
Edge
Analysis
Razor
Clean
Edge
Razor
Clean
Edge
Razor
Razor
Standard Refill
Cartridges
Cogent Plus
$12.50
$10
Cogent
$11.19
$8.89
Clean-Edge
$11.19
$8.89
Naiv
$11.80
$9.45
Vitric Advanced
$11.20
$8.99
Vitric Master
$10.85
$8.65
Tempest
$10.99
$8.75
Clean
Edge
Razor
Profit and Loss Forecasts for Clean Edge Under Niche and
Mainstream Scenarios
Niche
Mainstream
Year 1
unit
price
Year 2
dollar
unit
price
Year 1
dollar
unit
price
Year 2
dollar
unit
price
dollar
Razors sales
9.09
9.09
1.5
9.09 13.64
3.3
7.83 25.84
7.83 31.32
Cartridge sales
7.35 29.40
10
7.35 73.50
9.9
6.22 61.58
21.9
6.22 136.22
38.49
87.14
5.00
1.5
2.43
9.72
10
Capacity Cost
87.42
167.54
7.50
3.3
4.74 15.64
4.74 18.96
2.43 24.30
9.9
2.24 22.18
21.9
2.24 49.06
0.61
0.87
1.71
2.45
15.00
16.00
42.00
39.00
30.33
48.67
81.53
109.47
8.16
38.47
5.89
58.07
21.20
44.14
6.74
34.66
Profit (1-2)
Profit % from sales
Clean
Edge
Razor
NICHE
Create a One Strong Brand
Avoid Cannibalization
Lower Marketing
Investment than
Mainstream
Higher Gross Profit than
Mainstream
MAINSTREAM
Replace Paramount Pro
(Cannibalization)
Higher Marketing
Investment
Lower Gross Profit
Clean
Edge
Razor
Differentiate among
product. Search for product
based on both functionality
and messaging.
Shaving routine is
inconsistent.
Shaving is a means to
smooth skin they desire.
Clean
Edge
Razor
Recommendation
Clean
Edge
Razor
33%
39%
28%
SOCIALEMOTIONAL
SHAVERS
AESTHETIC
SHAVERS
MAINTENANCE
SHAVERS
Clean
Edge
Razor