时间:2010.9
The u.s. razor market:
Nondisposable razors 5%growth per year(2007-2010)
Refill cartridges 2%growth per year(2007-2010)
Exhibit 1
Paramount:
2009:
in worldwide
13billion sales
7billion in gross profit
In the u.s. nondisposable razors and refill cartrides 170million revenue收入
92million gross profit
26million operating profit
Awail 1.76 per unit
Pro 2.8 per unit for cartridge , 23.3%retail unit share Competition
Prince: 2009: nondisposable razors and refill cartridges
224million revenue 45million operating profit
Radiance naiv(due to launch nationally in 2010.9.) similar to clean edge
13%share
2010 market share(estimate) exhibit5
费用:over 16million for media advertising
目前radiance和paramount在几个个人清洁领域都是竞争对手Clean edge
18个月的调查研究发现:clean edge achieves a 25%increase和其他主导非一次性脱毛类产品
相比
进入中端:60%sales come from current pro/avail customers
进入高端:35% sales come from current pro/avail customers
2010paramount总预算:48.3million,其中20.2million for advertising, 28.1million for consumer
and trade promotions
如果2011年预算也是这样的话,就要考虑分配问题
高端:总需要15million in marketing for 第一年
中端:42million