Dollar Shave Club
What year was Dollar Shave Club founded in?
2012
What is a disruptive product?
This concept describes an innovation that creates a new industry by displacing an existing one
When did Gillette patent King Camp's invention of the safety razor?
1904
What is their E-commerce model?
Direct-to-consumer
What was the name of DSC company supplier?
Dorco
What is the most unique feature that separates DSC from its competitors?
a monthly subscription-based structure.
What was the most significant product strategy used by Gillette that advanced them economically?
The user now had to buy replacement blades
How did people scrape away facial hair before the creation of razors?
With sharpened materials such as stone, flint, and clamshells
What did 'The Club' help do to consumers?
Make them feel like friends and forms a community
How did Gillette use captive product strategy?
By using the razor to draw the consumer in and then keep coming back for more blades as a profit driver. Gillette razor heads could only be used with Gillette handles.
DSC was founded by _____ Dublin and _____ Levine
Micheal, Mark
What is Gillette's motto?
"Best a man can get"
When was The Safety Razor invented by King Camp Gillette?
1895
Name one structure/strategy DSC used when entering the competitive market
Unique revenue building, e-commerce strategy, niche targeting, image building
What were the 6 category names of men's products DSC introduced?
Shave, Clean, Style, Protect, Fresh Traveler
Who is the target audience for Dollar Shave Club?
Men, median age 36, who shave
What did Gillette focus their advertising on rather than the function or longevity of the blades?
They focused more on the claim that their razors would bring out the best in its' users
Describe the unique product Gillette introduced in 1971
Gillette Trac II -razor handle with replaceable, detachable razor blade heads that lock specifically into the handle
What is an example of how DSC has created a unique revenue model?
Monthly subscription, No regular renewal, Cancel or change options, 30% to 60% less compared to competitors, $3, $6, and $9 razor options
Name the 3 types of razors
2 blades: The Humble Twin
4 blades: The 4X
6 blades: The Executive
Finish DSC's slogan: "Just regular American guys who don't like getting ______ ____ and who value their _____"
Just regular American guys who don't like getting ripped off and who value their time
Name two of the strategies Gillette used in order to maintain control of a lucrative market.
Captive product strategy, Patents, Justifiable price rises, Strategic advertising
In 2011, how did Micheal Dublin and Mark Levine decide to start DSC?
Dublin and Levine met at a party and immediately bonded over frustrations about buying razor blades. They considered them to be over-expensive, over-engineered, and increasingly tedious to buy at physical retailers. The pair decided to launch their own business venture with the goal of making shaving simple and creating a lifestyle around it.
How does DSC use niche targeting in its advertisements?
Casual, friendly, simplistic marketing. Humorous content, basic razor designs, YouTube advertising, and very to-the-point content.
What strategic options did Gillette have in regard to responding to DSCs successes?
Creating customer community, bundles, gifts, magazine, different advertising approach, highlighting their company's benefits