GILLETTE AND DOLLAR SHAVE CLUB

 DOLLAR SHAVE CLUB: acquired by UNILIVER

PROBLEMS: 

• Gillette blade were extremely costly.
• Non-visible and non-negotiable product demonstration (highly exaggerated).
• Flop of 750 million dollar advertisement (Messi + Roger Federer ads).

SOLUTION (implemented by dollar shave club):

• ONLINE SHOP: No need to bear retail costs, Clear supply chain, 30-60% cost as compared to gillette.
• NO traditional advertisement like billboards etc.
• Subscription model to interact with customers (scheme like: money back for unsatified customer)

LESSON:

• Good Brand: Portray their perfect by spending millions
• Great Brand: Build relationship with customers
• Analyse customer pain
• GILLETTE: Showed fancy product
• DOLLAR SHAVE CLUB: Showed functional product