The company wants to expand its business by taking up the manufacture and marketing of razor blades. The company executives happen to have access to a blade users' survey. The case provides an opportunity to examine how various existing brands are positioned, and possible and desirable product position for the new brand. The survey provides information on various aspects of consumer behaviour  purchase, usage, likes, dislikes  regarding razor blades. The disaggregate data from this survey is also stored on computer tapes. The case offers an opportunity to participants to experiment with the use of various data analytic techniques.