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Digital marketing component 1

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ANUJWADHWA11

Dollar Shave Club is an American company that delivers razors and personal care products monthly by mail. It was founded in 2011 and later acquired by Unilever. The company gained popularity after a viral YouTube video in 2012. Dollar Shave Club has a strong digital presence including its website and social media platforms like Facebook, Twitter, Instagram, and YouTube. The company's target audience is males and females aged 18-29 who are looking for convenient and affordable grooming products.

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COMPONENT I: INTRODUCTION TO DIGITAL MARKETING DOLLAR SHAVE CLUB SUBMITTED TO: Dr. Nidhi Phutela SUBMITTED BY: Anuj Wadhwa 17021021036
ABOUT THE BRAND • Dollar Shave Club is an American company based in Venice, California, that delivers razors and other personal grooming products to customers by mail. It delivers razor blades on a monthly basis and offers additional grooming products for home delivery. • It was founded on JANUARY 18,2011 by MICHAEL DUBIN and MARK LEVINE. • Parent : Unilever • On July 19, 2016, Dollar Shave Club was acquired by Unilever for a reported $1 billion in cash. • On March 6, 2012, the company uploaded a YouTube video entitled "Our Blades Are F***ing Great" featuring CEO Michael Dubin, delivering his speech in a nonchalant and sarcastic manner. The video prompted 12,000 orders in a two-day span after it was released, and has received over 24 million views as of February 2017.
DIGITAL PRESENCE WEBSITE: www.dollarshaveclub.com ONLINE PURCHASING PARTNER: www.amazon.com SOCIAL MEDIA PRESENCE: Facebook, Twitter, Youtube, Instagram & Linkedin
SOCIALMEDIA PRESENCE • No. of likes- 3.7 million • Post are made everyday • Animated posts which are very attractive • Customers can buy products via Facebook page • Videos as well as photos are posted FACEBOOK TWITTER • No.Of followers: 86.8k • No. Of following: 2109 • Every 2-3 hour tweets. • Memes & photos are posted which looks very attractive.
SOCIALMEDIA PRESENCE INSTAGRAM • No. of followers: 195k • No. of following: 204 • No. of photos: 1604 • Customers can buy products online via Instagram. • Videos (igtv) are posted. YOUTUBE LINKEDIN • No. of employees: 314 • No. of followers: 16,257 • Monthly posts are made • Pre roll video directly to CTA- website. • Focus on women based target market • No. of subscribers: 35,398
TARGET AUDIENCE • Gender- Male & Female • 18-29 years of age group • Income 3,00,000/year • Individuals looking for good deals • Men with regular grooming needs
CONSUMER INSIGHTS WITH PROPOSITION • Loading page: informative & attractive • Loading time: fast • Comments: both negative and positive Proposition: benefit that the company or the product is providing to the customers for value of paying. ❑ Benefit ❑ Functional ❑ Emotional
The company which has both functional and emotional benefits has the highest proposition. FUNCTIONAL EMOTIONAL • Cost saving • Best quality • Fast service • Fast delivery • Convenient • Use of alovera • Online based • Subscription model • Environment friendly • Packaging with recyclable material • User friendly
TYPE OF CONTENT •CONSUMER GENERATED •CONSUMER ENGANGEMENT Is any form of content, such as images, videos, text and audio, that have been posted by users on online platforms such as social media and wikis Content for customer engagement is about being relevant – which can mean many things as you'll read below – and responding to needs. It means providing value.
Usage of English slangs over their advertising communication to attract the millennial consumers.
SCREENSHOTS OF FACEBOOK POSTS & COMMENTS
SCREENSHOTS OF TWITTER POSTS & COMMENTS
SCREENSHOTS OF INSTAGRAM POSTS & COMMENTS
• Here we can see that the post which has been uploaded on Facebook and twitter by dollar shave club has both positive as well as negative setoff comments. • The brand tackles these set of comments by giving a funny reply as to attract more users to read and react to the comments. • These posts are uploaded on professional platform which provides utility with a tincture of humor. ANALYSIS OF THE POSTS
CONSUMER SENTIMENTS • The ads create a personal connect with the customers by giving both functional as well as emotional benefits. • Content which the brand is using in their ads are targeting customer sentiments positively. • The products are cheap in comparison to other brands making it attractive to the youth as grooming is an essential part of today’s generation needs. MY OPINION • Strategic partnerships should be considered by the brand via back links and referral to gain customers' trust. • For this amazon can be used as a platform by connecting it to the main TVC.
THANKYOU!

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Digital marketing component 1

  • 1. COMPONENT I: INTRODUCTION TO DIGITAL MARKETING DOLLAR SHAVE CLUB SUBMITTED TO: Dr. Nidhi Phutela SUBMITTED BY: Anuj Wadhwa 17021021036
  • 2. ABOUT THE BRAND • Dollar Shave Club is an American company based in Venice, California, that delivers razors and other personal grooming products to customers by mail. It delivers razor blades on a monthly basis and offers additional grooming products for home delivery. • It was founded on JANUARY 18,2011 by MICHAEL DUBIN and MARK LEVINE. • Parent : Unilever • On July 19, 2016, Dollar Shave Club was acquired by Unilever for a reported $1 billion in cash. • On March 6, 2012, the company uploaded a YouTube video entitled "Our Blades Are F***ing Great" featuring CEO Michael Dubin, delivering his speech in a nonchalant and sarcastic manner. The video prompted 12,000 orders in a two-day span after it was released, and has received over 24 million views as of February 2017.
  • 3. DIGITAL PRESENCE WEBSITE: www.dollarshaveclub.com ONLINE PURCHASING PARTNER: www.amazon.com SOCIAL MEDIA PRESENCE: Facebook, Twitter, Youtube, Instagram & Linkedin
  • 4. SOCIALMEDIA PRESENCE • No. of likes- 3.7 million • Post are made everyday • Animated posts which are very attractive • Customers can buy products via Facebook page • Videos as well as photos are posted FACEBOOK TWITTER • No.Of followers: 86.8k • No. Of following: 2109 • Every 2-3 hour tweets. • Memes & photos are posted which looks very attractive.
  • 5. SOCIALMEDIA PRESENCE INSTAGRAM • No. of followers: 195k • No. of following: 204 • No. of photos: 1604 • Customers can buy products online via Instagram. • Videos (igtv) are posted. YOUTUBE LINKEDIN • No. of employees: 314 • No. of followers: 16,257 • Monthly posts are made • Pre roll video directly to CTA- website. • Focus on women based target market • No. of subscribers: 35,398
  • 6. TARGET AUDIENCE • Gender- Male & Female • 18-29 years of age group • Income 3,00,000/year • Individuals looking for good deals • Men with regular grooming needs
  • 7. CONSUMER INSIGHTS WITH PROPOSITION • Loading page: informative & attractive • Loading time: fast • Comments: both negative and positive Proposition: benefit that the company or the product is providing to the customers for value of paying. ❑ Benefit ❑ Functional ❑ Emotional
  • 8. The company which has both functional and emotional benefits has the highest proposition. FUNCTIONAL EMOTIONAL • Cost saving • Best quality • Fast service • Fast delivery • Convenient • Use of alovera • Online based • Subscription model • Environment friendly • Packaging with recyclable material • User friendly
  • 9. TYPE OF CONTENT •CONSUMER GENERATED •CONSUMER ENGANGEMENT Is any form of content, such as images, videos, text and audio, that have been posted by users on online platforms such as social media and wikis Content for customer engagement is about being relevant – which can mean many things as you'll read below – and responding to needs. It means providing value.
  • 10. Usage of English slangs over their advertising communication to attract the millennial consumers.
  • 14. • Here we can see that the post which has been uploaded on Facebook and twitter by dollar shave club has both positive as well as negative setoff comments. • The brand tackles these set of comments by giving a funny reply as to attract more users to read and react to the comments. • These posts are uploaded on professional platform which provides utility with a tincture of humor. ANALYSIS OF THE POSTS
  • 15. CONSUMER SENTIMENTS • The ads create a personal connect with the customers by giving both functional as well as emotional benefits. • Content which the brand is using in their ads are targeting customer sentiments positively. • The products are cheap in comparison to other brands making it attractive to the youth as grooming is an essential part of today’s generation needs. MY OPINION • Strategic partnerships should be considered by the brand via back links and referral to gain customers' trust. • For this amazon can be used as a platform by connecting it to the main TVC.