a smooth b2c marketing plan: dollar shave...
TRANSCRIPT
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A Smooth B2C Marketing Plan: Dollar
Shave Club
Leonardo Yip, Ying Ong
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Presentation StructureAn analysis of Dollar Shave Club’s marketing strategy and how it made them successful in a short time span.
Social Media
Retaining Consumer Loyalty
Diversification
Value based strategies
STP
Customer excellence
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WhatBased in
Venice, CaliforniaDeliver razor blades on a monthly basis and offers
additional grooming products for home delivery
Founded in
2011Over
4 millionsubscribers
Target marketMen aged 16-50
Women aged 16-40
Acquired by Unilever for
$1bnJuly 19 2016
20% of customers are
female
Cheaper than supermarket razors
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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 viewsPublished on Mar 6, 2012
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Within 48 hours:
12,000 orders
5000 subscribers
Effectiveness of the video
Video today has over 22 million views
High shareability
“Do you think your razor needs a vibrating handle, a flashlight, a back-scratcher, and 10 blades? Your handsome-ass grandfather had
one blade AND polio.”
Cheap production cost: $4500
Low cost
Quick growth
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Social media engagement
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
Approachable on all social media platforms (Facebook, Instagram, Twitter)
Directly engaging with customers
Gathering data on customer’s values and lifestyles
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Word of MouthGetting people to do the advertising for them via reviews.
Endorsements
Consumers tend to trust other consumers, as opposed to the brand themselves
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Value Based Marketing
Value
Value co-creation Relational orientation
“CustomerRelationship
Management”
Customisable orders
Connecting through social
media
Marketing analytics
Value proposition
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Marketing mixCustomer Excellence
Customer loyalty
Subscription-based model
Value-based strategies
Strong brand Unique service
Superior customer service
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Segmentation Diversification
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Conclusion
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Conclusion
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Thanks for listening andhappy birthday 🅱hilip !
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Sources1. 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-brand6. 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-service9. https://clutch.co/logistics/resources/subscription-box-service-statistics#TOPBRANDS