Dollar Shave Club: Disrupting the shaving industry

Introduction

Brief about the DSC Case

In this case, we understand how Dollar Shave Club disrupted the shaving industry by its
marketing and product strategy. Way before DSC, Gillette was ruling the shaving industry
but they created problems for themselves when they advertised their product with inaccurate
and false information and promises. They were over-priced and their strategy to face
competition was patenting and copyrighting their “over-engineered” products. These
strategies backfired when many realized that the functional longevity of replacement blades
were inaccurately informed by Gillette to its consumers. This is when DSC came and
exposed Gillette by showing how irrelevant their products technology was, they introduced a
6-blade razor just to mock Gillette’s ‘infringement’ case against DSC. DSC casual approach
to business was one of the most risky yet successful business model.

Dollar Shave Club and Marketing Communication

Now that we have a brief understanding about the case and the company, we will focus on its
marketing communication strategies and how are these relevant to the marketing
communication mix.
The marketing communication mix consists of several different ways a brand can advertise
their product and according to the case DSC has been a company with the one of the most
modern yet challenging advertisements. Point to evaluate them to relevant theory:
- Even though their product and consumer engagement is phenomenal, their
advertisements are reliable, sends the right message, attractive and overall serves the
consumers need of information about the brand.
- We know that Dollar Shave Club is an aggressive and entertaining shaving company
who’s target audience was fixed on male consumers but as they introduced their
product and did research on the consumer buying behaviour they found that 20% of
their buyers are female.
- Their packaging was very unique and intriguing, unlike other brands DSC also
focused on providing a premium feel to their simple product. Their packaging has
been very interesting, they provide accurate information, sustainable, labelled and
overall unique.
- They provided their consumer a flexible subscription based, e – commerce model. It
not only eliminated the cost of logistics and channeling but also made sure it was not
available at drug stores, super markets or hyper markets. They wanted to be
differentiated from the rival brands like Gillette. Since this business was started out by
being against the over-priced, over-engineered and over-marketed (Gillette false
promises in its ads) razors and blades, they did rather everything non-traditionally.
- They were available online, providing only 3 different kinds of razor technology and
blades in one subscription pack, these pack would be delivered every month and it can
be cancelled/customized at any point of time by the customer itself.
- Their marketing campaigns although attacked different brands for capitalizing a
personal care product with the help of celebrity endorsements, “advanced” technology
and expensive razor blades. This made the consumer realize that they were paying
extra because of the company’s expensive advertisement content and sparked a sense
of understanding that DSC was actually saving then money and providing equal or
 more satisfaction with their subscription plans. This kind of advertisements were
attractive, simple, gave the right message, right place (online), persuasive and reflects
the brand strong value as a marketer.
- They decided to advertise online as they knew how effective their advertisement Is
going to be and the consumers might take it as an invitation to buy their product
which is what exactly happened, they were sold out in six hours.
- They went forward with online advertisement contents by sponsoring ads, blogs,
articles, photos, videos etc in different websites for users basing it on their behavioral
activity online. Their content was not self-centered like the rest of its competitors.
- They helped their consumers look for the perfect product like a barber would which
does increase brand loyalty of consumers as they feel heard, respected and cuts excess
expenditure.
- Another marketing communication strategy DSC adopted was to provide small gifts,
coupons, membership cards to their consumers on their order – this kind of sales
promotion has always helped satisfying consumer needs more effectively.

Suggestions
It is commendable to know how successful a business can get with only one Advertisement
online but it can be suggested that DCS as it is an expanding company and has been starting
businesses in different countries, they should start using more marketing communications
mixes like advertisements in newspapers, by advertising their product through online
influencers in this era can also be one the most promising initiative for their company. If they
ever start a business in India, they need focus on the Indian Market and still be a “pocket
friendly premium quality” brand.

Conclusion
In conclusion, Dollar Shave Club is one the start-ups that has challenge a renowned brand
and company in a very small period of time. It has crushed the belief that big companies like
P&G actually pay attention to what consumers wants and focuses on their needs. DSC has
strategically used their operations to make consumers aware of the standard of their
competitors product subtly through campaigns. This kind of rigor and aggressive marketing
has helped them succeed. They not only became a brand of the consumers but also a part of
their life with their products.