Succeeding three years of development, Beauty Business and Paramount Health is arranging to establish a new innovative vibrating razor called Clean Edge. The firm has already made a decision to introduce Clean Edge into the men's market where it's a powerful presence. The product manager for Clean Edge, Jackson Randall, fights with how best to place the merchandise for the launch.
Another plan is to release the item into the highly competitive mainstream razor marketplace where the product can be positioned as the most effective shaver available. Randall encounters with resistance that is internal to the mainstream strategy from the item manager for the company's current, but mainstream razor merchandises aging and he should contemplate the consequences of cannibalization in his plan. Randall must advocate an ideal strategy and supply supporting economic analysis of his decision--not only for Clean Edge, but for its effect on the entire company.
PUBLICATION DATE: January 19, 2011 PRODUCT #: 4249-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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