DOLLAR SHAVE CLUB ADVERTISEMENT
Co-owner Michael Dubin saw an opportunity in the area of men’s grooming products and spearheaded the market with the video above, which went viral in with over 3 million hits in less than a week.
This disruptive innovation directly attacked the men’s grooming giant Gillette through the discovery of a cure for the pain that all consumers face when faced with purchasing razors: high cost. Bloomberg Businessweek does highlight that Dollar Shave Club does not necessarily provide a product to the consumers at a much lower cost, but the consumer only sees the physical price that they pay: Either $3.50 per month with Dollar Shave Club or Gillette’s $29 package which lasts 6 months. Although the general consumer is not conscious of this, the better quality razor provided by Gillette is only roughly $1.33 extra per month. This ingenious marketing plan by Dollar shave club targets the consumer’s anger towards spending a large sum of money at once, spreading it over a period of time and giving their customers the mildly false idea of large savings. The marketing scheme has been successful for Dollar Shave Club, giving them a sector of the market and helping them disrupt other markets with their unique and innovative idea.
https://ca.dollarshaveclub.com/
http://www.huffingtonpost.com/2014/10/22/dollar-shave-club-michael-dubin-interview_n_6025648.html