3) What are the arguments for launching Clean Edge as (a) a niche product and ( brand? Which would you recommend? What are the strategic implications of you recommendations?

The arguments for launching Clean Edge as a niche product and brand is that it is positioned to suit the company's product portfolio and it will ensure that there minimal resources allocated to its marketing.

Step-by-step explanation

The arguments for launching Clean Edge as a niche product and brand is that it is positioned to suit the company's product portfolio and it will ensure that there minimal resources allocated to its marketing. When a product is introduced in the market through a niche strategy, it incurs lower marketing expenses as the company is trying to seek customers and compete with the existing brands for the same market. Mainstream launches of products require companies to commit vast amounts of resources into the venture which can either succeed or fail. However, when a product is launched using the niche strategy it assesses the higher marketing expenditures that will be required to make it a mainstream brand.

The strategic implications of using Clean Edge as a niche product is that it will ensure that the short term plans and targets would be acquiring and maintaining a solid customer base through a comfort zone. The buying trends and the spending habits of the customers will ensure that the longer term strategy of launching the product into a mainstream market will be met with minimal resistance. The price range, production quality and the demographics that will be generated through the niche market will ensure that the company will continue to seek for better strategies and approaches of attracting new customers in the long term.