Marketing Management (MKT101)

Hand Written Case Analysis of Clean Edge Razor: Splitting Hairs in Product Positioning
Guidelines

This is a graded assignment for the course Marketing Management (MKT101) offered at
undergraduate programme at AMSOM. Participants are expected to submit a 2000 words hand
written case analysis of the attached case as part of evaluated component carrying 15 percent
weight in overall evaluation. Following is the suggested guideline for preparing written case
study analysis.

 The submissions are to be done in a group of three

 Participants are free to choose their group members from the same batch
 The groups should include full names, roll numbers, email addresses and contact
numbers of all the three group members on the front page
 For inputs for submission, there is a designated session in the session plan (Session 17).
Participants can come up with their plan of work and discuss doubts and queries in this
session
 The final submission should be of 2000 words. Only a variance of 05 percent will be
tolerated in the word limit
 Do not include Cover page and Summary page word count in the Final Submission Word
Count
 Check session plan for the date of Submission
 Groups are expected to adhere strictly to Submission guidelines which are as follows:

Cover Page
Include full names, roll numbers, email address and contact number of all the three group
members.

Summary
Focus on key points/findings of the case. Provide a brief about what aspects you intend to
analyse in your submission. This should be of 500 words. Only a variance of 05 percent will be
tolerated in the word limit.

Introduction
Emphasize on the current Situation Analysis and pertinent Background including a Synopsis
of the relevant information from the case.

Body
There will be questions circulated with the case. The body should address and revolve around
answering these questions. Use the material from textbook to relate given theories to case
situation. This may include: Target Market Identification, Market Needs, Key Issues/Goals for
Product Classification, Product Line and Mix Decisions, Branding Strategy etc.
This should include: Decision Criteria, Assumptions, Data Analysis (analysis from Exhibits),
and Recommendations.

Conclusion
This will carry the summary and your understanding of various decision points flagged in the
case.

These guidelines are prepared by Prof. Darshana Padia especially for the course of Marketing Management I
(MKT101) to be offered in Monsoon Semester 2018 at AMSOM.
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References
Use various sources to validate your ideas and discussion. Source business journals, periodicals,
and textual references as well as any online research that you use in your text. Ensure that you
support your ideas with facts and figures. Use your own words and ideas based on research
rather than copy and paste other’s words from the internet. Use APA style for referencing and
citations. If you are using material from any of the AU libraries, you may only mention the
Accession Code and can do away with the APA style referencing. Using AU Accession Code
will be looked upon favourably while grading.

Appendix
Put all charts, tables, financials, visuals, and other related items here, that you think are not so
important to put in the main analysis, but will enhance and supplement the readers understanding
of your analysis. Ensure that all these have in-text citations.

You have to submit Hand Written case analysis of 2000 words in the 20th
session.

Questions to broadly consider:

1. Provide initial reactions to key decision in the case.

2. What changes are occurring in the nondisposable razor category?
Assess Paramount's competitive position. What are the strategic life
cycle challenges for Paramount's current products as well as for Clean
Edge?
3. How is the nondisposable razor market segmented? Examine consumer
behavior for nondisposable razors.
4. 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?
5. Based on your positioning strategy, what brand name and marketing
budget allocations would you advise?

These guidelines are prepared by Prof. Darshana Padia especially for the course of Marketing Management I
(MKT101) to be offered in Monsoon Semester 2018 at AMSOM.
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