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    A Smooth B2C Marketing Plan: Dollar Shave Club: Leonardo Yip, Ying Ong

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    ritvik malhotra
    This document summarizes Dollar Shave Club's marketing strategy that led to its success. It analyzes how DSC used social media, viral videos, and value-based strategies to gain customers and market share. DSC focused on engaging customers through social platforms and offered affordable razors and grooming products delivered monthly by subscription. This low-cost approach and emphasis on customer service helped DSC grow rapidly and led to its acquisition by Unilever for $1 billion.

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    A Smooth B2C Marketing Plan: Dollar Shave Club: Leonardo Yip, Ying Ong

    Uploaded by

    ritvik malhotra
    40 views14 pages
    This document summarizes Dollar Shave Club's marketing strategy that led to its success. It analyzes how DSC used social media, viral videos, and value-based strategies to gain customers and market share. DSC focused on engaging customers through social platforms and offered affordable razors and grooming products delivered monthly by subscription. This low-cost approach and emphasis on customer service helped DSC grow rapidly and led to its acquisition by Unilever for $1 billion.

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    This document summarizes Dollar Shave Club's marketing strategy that led to its success. It analyzes how DSC used social media, viral videos, and value-based strategies to gain customers and market share. DSC focused on engaging customers through social platforms and offered affordable razors and grooming products delivered monthly by subscription. This low-cost approach and emphasis on customer service helped DSC grow rapidly and led to its acquisition by Unilever for $1 billion.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    40 views14 pages

    A Smooth B2C Marketing Plan: Dollar Shave Club: Leonardo Yip, Ying Ong

    Uploaded by

    ritvik malhotra
    This document summarizes Dollar Shave Club's marketing strategy that led to its success. It analyzes how DSC used social media, viral videos, and value-based strategies to gain customers and market share. DSC focused on engaging customers through social platforms and offered affordable razors and grooming products delivered monthly by subscription. This low-cost approach and emphasis on customer service helped DSC grow rapidly and led to its acquisition by Unilever for $1 billion.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 14

    A Smooth B2C

    Marketing Plan: Dollar


    Shave Club
    Leonardo Yip, Ying Ong
    Presentation Structure
    An analysis of Dollar Shave Club’s marketing strategy and how it made them
    successful in a short time span.

    Social Media
    STP

    Value based Retaining Consumer


    strategies Loyalty
    Customer
    Diversification excellence
    What
    Deliver razor blades on a Acquired by Unilever for Based in
    monthly basis and offers $1bn
    additional grooming products Venice, California
    July 19 2016
    for home delivery

    Target market Over


    Founded in
    Men aged 16-50
    2011 Women aged 16-40 4 million
    subscribers
    20% of
    customers are
    female

    Cheaper than
    supermarket razors
    Social Media Marketing:
    Shareable content
    Gained a lot of traffic 48 hours after posting a video advertisement on youtube that
    went viral.

    26,434,099 views
    Published on Mar 6, 2012
    Quick growth
    Within 48 hours: “Do you think your razor needs a vibrating
    handle, a flashlight, a back-scratcher, and 10
    12,000 orders blades? Your handsome-ass grandfather had
    one blade AND polio.”
    5000 subscribers
    Video today has over 22 million views

    High shareability

    Effectiveness
    Low cost
    of the video
    Cheap production cost: $4500
    Social media engagement
    Approachable on all social media platforms (Facebook, Instagram, Twitter)

    Directly engaging with customers

    Gathering data on customer’s values and lifestyles

    Previous Campaign:

    When members share a photo of


    their monthly box on Instagram or
    Facebook page, the brand reposts
    their favorites, and then rewards
    that member with a free t-shirt
    Word of Mouth
    Getting people to do the advertising for them via reviews.

    Endorsements

    Consumers tend to trust other consumers, as


    opposed to the brand themselves
    Value Based Marketing

    Value

    Value co-creation Relational


    Value
    orientation
    proposition
    Customisable orders

    “Customer Connecting
    Relationship through social
    Management” media

    Marketing
    analytics
    Marketing mix
    Customer Excellence

    Customer
    loyalty

    Subscription-based Value-based
    model strategies

    Strong brand Unique Superior


    service customer
    service
    Segmentation Diversification
    Conclusion
    Conclusion
    Thanks for
    listening and
    happy birthday
    🅱hilip !
    Sources
    1. https://fortune.com/2016/07/19/unilever-buys-dollar-shave-club-for-1-billion/
    2. http://business.time.com/2012/03/12/dollar-shave-club-a-start-ups-viral-ad-for-fing-great-razors-is-a-big-hit/
    3. https://techcrunch.com/2015/06/22/dollar-shave-club-raises-75mm-to-fend-off-gillette-and-harrys/
    4. Grewal, Dhruv, and Michael Levy. Marketing. McGraw-Hill Education, 2020.
    5. https://www.impactbnd.com/blog/how-dollar-shave-club-grew-from-just-a-viral-video-to-a-615m-valuation-brand
    6. https://www.quicksprout.com/content-marketing-tricks-that-helped-dollar-shave-club-go-viral/
    7. https://www.marketingweek.com/dollar-shave-club-unilever/
    8. https://chainstoreage.com/survey-reveals-most-popular-subscription-box-service
    9. https://clutch.co/logistics/resources/subscription-box-service-statistics#TOPBRANDS

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