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Clean Edge

The document contains sales projections and market share targets for a new razor product called Clean Edge entering the niche super premium market. It compares entering the niche super premium versus mainstream market over two years. In the niche market, Clean Edge is projected to achieve higher market share and profits compared to lower market share and losses in the mainstream market. A two year marketing budget allocation of $15 million is outlined with the majority spent on advertising, consumer promotions, and trade promotions.

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Saunak Saikia
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77 views14 pages

Clean Edge

The document contains sales projections and market share targets for a new razor product called Clean Edge entering the niche super premium market. It compares entering the niche super premium versus mainstream market over two years. In the niche market, Clean Edge is projected to achieve higher market share and profits compared to lower market share and losses in the mainstream market. A two year marketing budget allocation of $15 million is outlined with the majority spent on advertising, consumer promotions, and trade promotions.

Uploaded by

Saunak Saikia
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as XLSX, PDF, TXT or read online on Scribd
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$ in millions

2010 E 2011 E (5% NDR & 2% C)


1071 1098.96
Paramount Pro 198.135 203.3076
Paramount Avail 31.059 31.86984
Total Sales w/o Clean Edge 229.194 235.17744

Clean Edge
1st Year Niche Super Premium
Super Premium Mkt. Size
Revenue Target
Target Market Share %

2nd Year Niche Super Premium


Mkt. Size
Revenue Target
Target Market Share %

Two year Incremental P&L Statement Revenue/Sales


COGS ND Razor
COGS Cartridge
Capacity Costs
Adv. Costs
Consumer Promo.
Trade Promo.
Cannibalisation in Pro and Avail two years
Net Profit
With Mainstream, its making a loss as well as lower market share.
With Niche Market, both profit and higher market share.
Marketing Budget Allocation 1st Yr in $ million
TV
Advertising 7 Print Ads
Internet Mkt.
Coupons Cent Off
Consumer Promotions 6 Events and Contests
Free blade Sample
Retailer Shelf Space
Trade Promotions 2 Co-Ads
Volume Discounts
Niche Super Premium Mainstream
364.14 1071.00
54.99 124.94
15.10% 11.67%

Niche Super Premium Mainstream


373.65 1098.96
124.49 239.45
33.32% 21.79%

179.48 364.39
12.50 34.60
34.02 71.23
1.47 4.16
14.00 36.00
12.00 31.00
5.00 14.00
62.82 218.63
37.67 -45.24
Remarks

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