You have been summoned to help Randall make a recommendation for product positioning as well as guidance on a brand name for the Clean Edge razor. Your recommendation should include consideration of the following:
- How is the nondisposable razor market segmented? Examine consumer behavior for nondisposable razors
- 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 recommendation?
- Based on your positioning strategy, what brand name and marketing budget allocations would you advise?
- How is the nondisposable razor market segmented? Examine consumer behavior for nondisposable razors
- 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 recommendation?
- Based on your positioning strategy, what brand name and marketing budget allocations would you advise?
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