DOLLAR SHAVING

CLUB
Disrupting the Shaving Industry
Presentation By – Group 3, Section-D

Aayushee Kumari (SM23DMD001)

Harjot Singh (SM23DMD014)
Rishabh (SM23DMD036)
Rohan Singh (SM23DMD039)
Ekta Pradhan (SM23DMD057)
Shagun Rai (SM23DMD062)
 Gillette’s Value Proposition
Dominant Market Position: Legal Protection:
◦ Invested heavily in research and development.  Acquired numerous patents for their innovations.
 Employed legal measures to hinder competitors from entering the
◦ Established a strong foothold through effective marketing strategies.
market.

Market Exclusivity: Innovation and Performance:

 Leveraged legal actions to maintain exclusivity in the shaving market.  Main selling point: Innovative and superior performing products.

  Emphasized continuous improvement and cutting-edge

High barriers for competitors due to strong legal protection and brand
technology.
image.

Advertising and Brand Promotion:

 Significant investment in advertising campaigns.
 Iconic slogan: "The Best a Man Can Get" to reinforce brand image.
 Dollar Shaving Club’s Success
Disruptive Business Model: Innovative Marketing Strategies:
 Introduced a direct-to-consumer online subscription  Utilized humorous and relatable marketing campaigns.
model.
 Differentiated from traditional razor brands through
 Emphasized affordability and convenience for customers. unconventional advertising.

Customer-Centric Approach: Beyond Digital Innovation:

 Prioritized customer satisfaction through unique offerings.  Acknowledged digital innovation's role.
 Established a direct connection with consumers.  Offered helpful content and small gifts to enhance
customer experience.

Adaptation to Consumer Preferences:

 Capitalized on changing consumer preferences for affordable and
convenient products.
 Aligned products and services with evolving market demands.
Impact of Digital Disruption
Digital Disruption Impact:
 DSC's model highlights challenges for
traditional companies.
 Signifies a broader trend affecting various
industries.
Power Shift to Lean Start-ups:
 Lean start-ups leverage digital channels
efficiently.
 Gain a competitive edge with affordability and
convenience.
Challenges for Traditional Companies:
 Reliance on Physical Stores:
 Traditional companies with physical retail
stores face challenges.
 Shift towards direct-to-consumer models
proves advantageous.
 Traditional Marketing Limitations:
 Dependence on traditional marketing
methods becomes a disadvantage.
 Digital channels offer direct and efficient
customer reach.
 Impact of Digital Disruption contd.
Industries Susceptible to Digital Disruption:
 Bookstores, music stores, and similar industries at risk.
 Digital disruption challenges the viability of brick-and-mortar stores.
 Travel agencies, real estate agents, and similar intermediaries face challenges.
 Direct-to-consumer models alter traditional industry dynamics.

Digital Efficiency and Convenience:

 Any industry benefiting from digital technology faces potential disruption.
 Efficiency and convenience through digital channels reshape consumer expectations.
 Gillette’s Response
Response Options for Gillette:
David vs. Goliath Scenario:  Consider offering a similar online subscription model.

 Gillette, a long-standing dominant player in the  Lowering prices to align with DSC's affordability.
shaving market.  Emphasize the benefits of higher-priced, quality products.
 DSC's disruption poses a David and Goliath  Highlight Gillette's legacy, innovation, and superior performance.
challenge.
 Explore collaboration with or acquisition of a digital-savvy start-up.
 Leverage the strengths of both traditional and digital approaches.

Market Assessment Considerations:

Flexibility and Adaptability:

 Evaluate the evolving preferences of the target market.
The best response depends on Gillette's adaptability.
 Flexibility to adjust strategies based on market dynamics and  Understand if a direct response or strategic repositioning is necessary.
consumer shifts.
 Analyse the strengths and weaknesses of DSC.
 Consider how Gillette can differentiate or match DSC's offerings.
Role and Impact of Content Based Marketing

Role of Content-Based Digital Marketing: Building Customer Loyalty:

 DSC's success attributed to engaging and humorous digital
 Content-driven strategy contributed to building a loyal customer base.
content.
 Emotional connection through content enhanced brand loyalty.
 Content resonated effectively with the target audience.

Early Success as a Model: Sustainability Challenges:

 DSC's early success showcases the potency of content-based digital
 Question remains whether content-based marketing alone can ensure
marketing.
long-term success.
 Serves as a model for start-ups seeking to disrupt established
 The market's increasing competitiveness necessitates ongoing innovation.
industries.

Need for Innovation and Adaptation:

 DSC must innovate and adapt to changing consumer preferences.
 Ongoing evolution crucial for staying competitive in a dynamic market.
FMCG Industry
Unilever's Interest in DSC: E-commerce and Direct-to-
 DSC's loyal customer base and strong brand appeal to Unilever.
 Recognizes the value of established customer trust and brand
Consumer Impact:
recognition.  Rise of e-commerce and direct-to-consumer
models transforms FMCG industry dynamics.
 DSC's subscription model offers Unilever a new source of recurring
revenue.  Companies face challenges and opportunities in
adapting to evolving consumer preferences.
 Aligns with the trend of subscription-based models in the
consumer goods industry.
 Unilever sees DSC as an opportunity to enhance direct-to-
consumer e-commerce capabilities.
Adaptation and Innovation
 Strategic move to adapt to changing consumer shopping behaviors.
Imperative:
FMCG Industry Disruption Potential:  Necessity for established companies to adapt and
 Start-ups like DSC disrupt FMCG industry norms with innovative products and innovate in the face of disruption.
services.  The case underscores the importance of agility
 Challenge established players by meeting evolving consumer needs. and responsiveness.
Thank You!