CIBM roup 4.docVIP

Assignment Form Course: Corporate Identity and Brand Management Instructor: Dr. Fang Xiang Homework: Case analysis Of Clean Edge Razor Class, Name and Student ID： 2012 PB 张丽莎2012 PA 庞瑞丽2012 PC 程建民2013 FI 王楠楠2013 FI 马冠群 STUDENT DECLARATION I declare that this assignment is my own work, which all sources of reference are acknowledged in full and it has not been submitted for any other course. Contents： Part I Background of industry Part II Background of Paramount Part III Problem definition Part IV Analysis Part V Recommended solution Part I Background of industry Products in this industry： The U.S. Razor market could be broken up into several categories, including non-disposable razors, refill cartridges, disposable razors, shaving cream, and depilatories. ii) Sub-market of non-razor refill 1、From the dimension of price and quality, the sub-market can be divided into three parts: Value, Moderate, Super-Premium. In the past decade, the Premium market got a rapid development, meanwhile the market of the other two part have shrunk gradually. iii) Price and consumes’ behavior iv) Trends： In the Razor Market, the quotient of non-disposable razors and refill cartridges has increased gradually from 2005 to 2011. Nondisposable Razors experienced approximately 5% growth per year from 2007 to 2010, with refill cartridges capturing growth of approximately 2%. Market situation is good. There was an acceleration of the new products emerged, for example, 22 new products was introduced during 2008-2009, most of them focused on premium segment, based on technological advantage. Part II Background of paramount. Paramount is a global consumer products giant whose corporate divisions included Health, Cleaning, Beauty and Grooming. Paramount entered the non-disposable razor market in 1962 and quickly became a respected brand in the industry. Paramount is a fully reinforced compan