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Clean Edge Razor Splitting Hairs in Product Positioning, Spreadsheet Supplement
Clean Edge Razor Splitting Hairs in Product Positioning, Spreadsheet Supplement
Source: "Shaving and Hair Removal Products - US - May 2008" Figure 5, Mintel International Group
2008 figures are mid year projections; 2009-2010 figures are estimates
$ 85 $ 61
$ 72 en millones
PRINCE
Cogent 24.0 31.7 24.5 32.6 22.1 29.4 16.1
Cogent Plus 0.0 0.0 0.0 0.0 1.0 1.3 3.7
TOTAL 24.0 31.7 24.5 32.6 23.1 30.7 19.8
BENET & KLEIN
Vitric 18.1 20.5 18.2 20.0 17.8 20.0 15.2
Vitric Advanced 2.5 2.7 1.6 1.9 0.7 1.1 0.2
Vitric Master 0.0 0.0 0.0 0.0 0.7 0.9 4.0
TOTAL 20.6 23.2 19.8 21.9 19.2 22.0 19.4
RADIANCE
Naiv 0.0 0.0 0.0 0.0 0.0 0.0 2.0
TOTAL 0.0 0.0 0.0 0.0 0.0 0.0 2.0
SIMPSONS
Tempest 0.0 0.0 0.0 0.0 0.9 1.1 4.6
TOTAL 0.0 0.0 0.0 0.0 0.9 1.1 4.6
Other 34.9 25.9 33.9 24.1 33.5 22.8 32.0
2010E
$ (%)
18.5
2.9
21.4 2009 la posición de líder de mercado de volumen unitario,
21.3
4.9
26.2 líder del mercado en el segmento de las máquinas de afeitar no desechables 1950 y año 2009
ocupó el primer puesto en términos de ventas minoristas en $
15.8
0.1
5.2
21.1
2.6
2.6
5.7
5.7
23.0
Exhibit 6: Select Non-disposable Razor Brand Prices1: 2009 Suggested Retail Price
Cartuco de repuesto
Razuradora (Average 4-count)
Máxima calidad
Cogent Plus $ 12.50 $ 10.00 Prince
Cogent $ 11.19 $ 8.89
Naiv* $ 11.80 $ 9.45 Radiance lanzar en septiembre 2010
Vitric Advanced $ 11.20 $ 8.99 Benet & Klein
Vitric Master $ 10.85 $ 8.65 nueva linea de producto 2009
Tempest $ 10.99 $ 8.75 Simpsons nueva no desechable 1 agosto 2009
Moderado
Paramount Pro $ 9.50 $ 7.55
Vitric $ 8.89 $ 7.00
Valor
Paramount Avail $ 5.75 $ 4.60
Niche Positioning
Planned capacity Razor unit volume (millions of units) Year 1 1.0
Year 2 1.5
Planned capacity Cartridge* unit volume (millions of unitsYear 1 4.0
Year 2 10.0
Capacity costs ($ in Millions) Year 1 $ 0.61
Year 2 $ 0.87
Razor: Production per unit cost $ 5.00
Razor: Manufacturer price $ 9.09
Razor: Suggested price $ 12.99
Cartridge*: Average Production unit cost $ 2.43
Cartridge*: Average Manufacturer price $ 7.35
Cartridge*: Average Suggested price $ 10.50
$ 19
$ 17
$ 17
$ 14
$ 6
$ 8
Posicionamiento de nicho Posicionamiento Dominante/Ma
en millones Año 1 Año 2 Año 1
Unidades de máquina 1000000 1500000 3300000
Precio manufactura unidades $ 9.09 $ 9.09 $ 7.83
Total de ventas máquina $ 9,090,000.00 $ 13,635,000.00 $ 25,839,000.00
21900000
$ 6.22
$ 136,218,000.00
$ 167,538,000.00
4000000
$ 4.74
$ 18,960,000.00
21900000
$ 2.24
$ 49,056,000.00
$ 68,016,000.00
$ 2,450,000.00
$ 17,000,000.00
$ 14,000,000.00
$ 8,000,000.00
$ 109,466,000.00
$ 58,072,000.00
$ 17,056,000.00
$ 2,828,200.00