Bic Case
G3
Introduction
BiC’s Ultima Shaver is a new four-blade disposable shaver that will be the first of its kind to enter the disposable market. Currently disposable shavers are configured with up to three blades. BiC intends to introduce this new four-blade shaver configuration at a premium price point in the disposable market. Since this configuration is the first of its kind, careful consideration has been given by BiC for the positioning of this shaver. Two options remain attractive and are under consideration. The first option for BiC is to offer the new shaver as a mainstream product at a lower price (in the premium category) to maximize unit volume and revenues. The second option is to position the shaver as a sensitive skin niche product at a higher premium price. In this case, unit volume and revenues will be lower than the mainstream configuration, but overall profit will be maximized.
Mainstream Market
Positioning the new shaver in the mainstream market is a sound......
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Approximate Pages: 3 (250 words per double-spaced page)
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