Bic Ultima Shaver

BIC Ultima Shaver is new to be launched disposable razor. It would include features not found in other BIC Shaver product i.e. a four blade assembly in a swivel head with triple strip moisturizers which release soothing aloe and vitamin E for the most comfortable shave. BIC intends to introduce this new Ultima Shaver to price conscious consumers by cutting cost of shaving by as much as half as compared to traditional cartridges razors. This product would be the end product of significant research and development.

Ron Stark proposed two positioning strategies that he could pursue for the Ultima such as a high quality shaver for men with sensitive skin or just as a high quality shaver. The two strategies are positioning in niche market at a higher price and positioning in a mainstream market at a lower price to maximize volume and revenues.

BIC Ultima Shaver is new to be launched disposable razor. It would include features not found in other BIC Shaver product i.e. a four blade assembly in a swivel head with triple strip moisturizers which release soothing aloe and vitamin E for the most comfortable shave. BIC intends to introduce this new Ultima Shaver to price conscious consumers by cutting cost of shaving by as much as half as compared to traditional cartridges razors. This product would be the end product of significant research and development.

Ron Stark proposed two positioning strategies that he could pursue for the Ultima such as a high quality shaver for men with sensitive skin or just as a high quality shaver. The two strategies are positioning in niche market at a higher price and positioning in a mainstream market at a lower price to maximize volume and revenues.

Niche Positioning

Manufactures can position improved shaver for sensitive skin and suggested retail price of $ 1.65 per unit for the niche market. This improves the gross profit. The Ultima Shaver offers an economical price per blade however its competitor like Gillette and Schick offer a lower price per blade.