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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.
Positioning the new shaver in the mainstream market is a sound strategy for BiC...
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