![]() ![]() Dollar Shaving Club is YOUNG, SMART, STYLISH & yet PLAYFUL, when you subscribe to the club, you’re not just signing on for low-cost razors and blades, you’re investing money in the monthly ‘delight’ that comes along with it. DSC’s core marketing strategy was to introduce witty & funny videos and these videos offered solution to the problems that every man faces & with effective Social Media Marketing, DSC managed to get more number of loyal customers and in fact Dollar Shaving club today has strong 1.1 million subscribers, a whopping $ 615 million valuation in 2015.Īccording to Michael Dubin somewhere men’s grooming category became too serious when it came to communication and perception, whereas women brands globally were fun, sexy, confident and fantasy based men also wanted to experience the same and Dollar Shave Club understood this and communicated accordingly. DSC also managed to create true brand loyal customer base for Free whereas Gillette spends billions of dollars on Celebrity brand endorsements and on media (TV, Print and Online). With literally zero advertising spends Dollar Shave club managed to reach to over 23 million customers all Thanks to INTERNET & YouTube. The video featuring CEO Michael Dubin was uploaded on YouTube video and prompted 12,000 orders in a two-day span after it was released, and has received over 23 million views so far. Dollar Shave Club Marketing Strategy:ĭollar Shave Club took the nation by storm thanks to its wacky yet brilliant launch video entitled “ Our Blades Are F***ing Great”. ![]() In fact Dorco razors and blades are also available on various e-commerce sites but they are considerably expensive and DSC managed to provide the products are a cheaper price thanks to its subscription based model. Amazing isn’t it?ĭollar Shave Club works on ‘no frills model’ and does not manufacture their razors and blades they reportedly buy razors & blades from a company called DORCO & rebrand them. one register for the subscription online, there are no physical stores and the products are directly delivered by the company on your door step. The entire model is completely DIGITAL i.e. The BIGGEST advantage of this model is that you can stop/ change the subscription any time depending upon the usage / requirement. DSC has also launched its own range of shaving accessories like pre-shave cream, shave butter, post shave moisturizers and wipes. – Special gifting options and E-card is also availableĮach subscription comes with a free compatible razor. – There are other combo offers called Smart, Brilliant & Genius Bundles are also available – The Executive ( 6 stainless steel blades, 4 cartridge for $9 per month) – The 4X (4 stainless steel blades, 4 cartridge for $6 per month ) – The Humble Twin (2 stainless steel blades per razor, 5 cartridge per month for $1 per month) One can sign up for a subscription and get their regular package of razors monthly. So what is Dollar Shave Club & how does it works?ĭollar Shave Club is a subscription based model and it offers the superior quality razors and blades. men’s shaving market and the most importantly the start-up was acquired by Procter & Gamble’s arch-rival Uniliver for $ 1Billion all-cash acquisition. DCS model was well appreciated by the target audience & today DSC has over 5% of the U.S. But things changed in the year 2011 when Mark Levine and Michael Dubin launched Dollar Shave Club (DSC) DSC’s superior yet low-price razors disrupted Gillette’s traditional marketing model. ![]() So, a consumer didn’t have any choice and he has to buy high cost products or compromise on quality by opting for cheaper products. Blades are recurring expense and you are locked in the cycle if you decide to change the blade, you will have to change the razor as well. The model is simple, you first buy a cheap razor (blades comes attached) but eventually you have to pay for the blades which cost very high. Gillette pioneered an older but very effective business model in men’s shaving market called ‘Razor & Blade Model’. Gillette founded by King Camp Gillette, is one of the oldest and most respected company across the Globe, Gillette is known for its superior & innovative Men’s shaving & grooming products & the brand enjoys high brand value globally. Gillette owned by FMCG giant Procter & Gamble Co., controls over 66% of the total global market for men’s razors and blades*. Globally, ‘Men’s Grooming Market’ is over $ 18 Billion and expanding and is estimated to touch over $21 billion in revenue in by end of 2016. ![]()
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