ASSIGNMENT SAMPLE ON QXL 4411 FOUNDATIONS OF LINGUISTICS
INTRODUCTION
The dollar Shave Club is a company of American which is located in Venice of California. The company it delivers razors products and other grooming personal products to the customer through mail. The company also delivers the blades of razor which is usually based on a monthly basis and it also offers other additional products of grooming for the customer which is usually based on home delivery services. The dollar shave of clubs was founded by Michal Dubin and Mark Levine, with their own investment and money from incubator start-up of science Inc. Both of them began to operate their company in January 2011 and launched their own website in the month on April 2011. The dollar shave of Club Company was backed with a variety of capitalists venture and in the years 2012, the investors provided about $1 million of funding from the groups which includes Caufield &Byers, Shasta venture and Andressen Horowaits. The group also joined by Venrock, it provided the company about $9.8 million of series with A funding in the year 2012.In the year 2013, about $12 million of B series was raised by Comcast Ventures, Investor of new world, venrock and ventures of battery. In the year 2014, the dollar shave club had announced the company expansion in the line of products that includes dozen of products with other men’s. In the year 2015, the company it secured about $75 million in their series of D for funding. As for now, dollar shave club company had acquired about 4 1 billion in cash according to Unilever report. The dollar Shave Club it offers three different plans which include the humble twin, executive and 4X and each of the plan comes with handle of compatibles. The company also sells accessories like wet wipes, moisturizer and shave butter. In the years 2012, the company had launched its program in Australia and Canada. The company also expanded its line of products which includes products of hair care called Boggie (Vadakkepatt,2021).
THE MARKETING STRATEGIES OF DOLLAR SHAVE CLUB COMPANY
The Dollar Shave Club is one of the first to become successful in the services of subscription in the market. The marketing strategy of the company started with the release of the hilarious and iconic ads of the Dollar Shave Club. Throughout the years the company has continued to maintain the level of success. The company used various marketing strategies when it comes in capturing in the attention of the audience and overall success of the company.
Deliver of monthly subscription
The first market strategy of the company is to deliver monthly subscription products to the customer through the delivery service or mail. The initial transaction is began with the wet based on stores and the automatically review of every month. This eventually save the time of the customer in purchasing grooming products and shavers on the dollar salve club by giving them a flexible and convenient shopping through the monthly strategy of deliveries. This style of deliver make it fun and easier for the brand as well as the customer by giving them a exciting and a delightful experiences in their orders.
Cheaper and higher quality of products
The second strategy is maintaining and providing cheaper rate of products that usually start at a dollar per the month and additional $2 for handling and shipping fee. This strategy of marketing will help the brand to attract vast forces of customer who are looking for more effective and affordable products by giving them more convenient products to deals with their problem and issue in everyday grooming (Venkatesan,2021).
Video marketing strategy
Dollar shave club also built and implemented exclusive strategy through the marketing of video. Within forty eight hours of the debut the brand first ads campaign was in the years 2012, in which total of 12,000 of new customer had signed up for the subscription of razor membership. By the end of the summer, the total number of consumer has increased to about 330,000 Members. Till date, the company has about 2 million of subscriber in their channel of video content. The aim key for video marketing is based on unique sense of entertainment, humor and iconic message and storyteller with the target to receive the attention of the customer.
Engagement of social
Dollar shave club is not only active in youtube channel but the company is also a active user of various social media platform. Through this platform the brand can have a direct engage with the customer, this strategy make the brand more easier to approach, respond and appreciate their large forces of customer. By maintaining a direct connection to people through social media, the brand help in introducing and make customer aware of the new brand by providing better innovation in the products that will make the lives of the customer more easier and enjoyable. The connection which was made by the brand with the customer during the first campaign of marketing it has left a long impression of engagement between the brand and customer through the social media.
DOLLAR SHAVE CLUB CAMPAIGN “WE GOT YOU”
In today world, Dollar Shave Club Company the shave of original brand has took the world of competitive market by its new campaign. The company is also a part of the Unilever, the classic fashion of dollar shave club released a new campaign ad in the year 2021 with the world of global market for real men with the problem of real grooming products. The campaign “we got you” is one of the biggest hit of the year from dollar shave club by making mark in the status of omnichannel brand. The brand used the musical inspiration and the signature of the brand, to revel the top issues of grooming among the men that contend on their daily basis and how the new products launched by the Dollar Shave Club has help the men to solve their problem and issues in their daily grooming steps. The Dollar Shave Club have design a better solution campaign for the real people who are dealing with the real issue or problem and this campaign have make it easier for the men to find their answer when it comes in their question or doubts about grooming (Chalaboyeva, 2021) The campaign “we got you” it claims to serve the retail of omnichannel as the brand of grooming for the new domain of rightful by hinting the advantage that the omnichannel give the viewer and customer by reaching consumer of grooming everywhere in the world. When Dollar Shave Club debuted its “we got you” campaign, the firm also released two movies, one of which was a full-length campaign film and the other of which touted the brand’s new omnichannel capabilities, as well as a promotional video for the campaign. Messages from Jason Goldbery, the company’s new CEO, inundated the company’s social media networks after Michael Dubin announced his resignation. The advertisement, which was called “we got you,” was launched immediately and received widespread attention. Hundreds of thousands of people tuned in to watch the campaign on television as a consequence of the widespread coverage it got in the media. In the wake of years of effort and commitment, the company’s business has grown into one of the most competitive enterprises in the whole retailing sector. Upon learning of the campaign’s widespread success, Gillette was pushed to decrease the prices of its razors by an average of 12 percent.
- To do this, the company launched its own monthly subscription-based razor service. A report from Gillette predicts that the company’s market share of razors in the United States would fall to 70 percent in 2021 and 54 percent in 2022. Unilever was able to enter the unicorn club for the first time as a result of the launch of this campaign, which included the introduction of a direct-to-consumer brand.
- A total of around $1 billion in cash was received by Unilever as a consequence of the campaign. Along with this acquisition, The Dollar Shave Club obtained the Dollar Shave Club’s brand equity and value, which had previously been held by a different corporation. In accordance with the Dollar Shave Club’s goals, about 40,000 goods will be supplied to a variety of retail locations by the end of 2021, including convenience stores.
- Guys’s grooming knowledge and goods are available from the Dollar Shave Club, a lifestyle organisation dedicated to aiding men in their hunt for the best personal care products on the market. Due to the overwhelming success of this marketing effort, the company has expanded its product range to include anything from skin and dental care products to styling aids and high-end shaving products, among other things (Blancaflor,2021).
COMMUNICATION TOOLS WHICH WAS IMPLEMENTED IN THE CAMPAIGN
When it comes in the communication tools of Dollar Shave Club, the company used Amazon website services tools which include the compute of EC2, storage of S3, database Redshift and analytics of Kinesis. Marketing communication of tools is refers to a set if diversified numbers of program which is designated to communicated with the audience target more effectively. The Company has become one the legend in the world of marketing communication with their new approach of innovation to grow the marketing capacity. The three main tools of marketing communication strategy used by Dollar shave club are mentioned below:
Advertisement and promotion of sales
Dollar Shave club also used the communication tools like promotion and advertisement of sales in their campaign “we got you”. The brand used lot of content and position which helps them to stand out compared to other brand in the market. Every market of advertisement and promotion sales it must come with a good and deeper research of buyer so that it will let the brand know what the customer wants and where to find them. Through the platform of television, the company makes advertisement for their new products by offering various trail and offers for the people. The brand stays focus on their value of proposition in their message and content in their advertisement, this attracts about 35 million of viewer by initially grabbing the attention due to the delivery of comical in their advertisement campaign (Advani,2021).
Social network sites
The social network sites are refers to used of social media. The company also used the platform on social media like tweeter, facebook and instagram etc. The company is also an active user in the platform of social media, this eventually provide the brand to have a direct communication with their customer. In order to promote their campaign of “we got you” the brand also used the communication tools of social media platform so that it will make the new launched of products known and approachable for the customer, the brand has about 3.5 million of follower in their instagram and about 1.2 million in facebook. This tool of communication provides the brand with a new innovative ways that will make it easier for the customer to develop a strong transparent relationship with the customer by increasing the overall purchase of the products 6 razor blade and 4 razor blade.
Video ads
The tools of video ads is one the main key strategy of the Dollar Shave club when it comes in promoting and launching their new campaign “we got you”. The video ads help the brand to define their brand logo and mission more effectively. The tools of vide is one of the best format to tell stories or narrate real valuable lesson to the customer. The company used their price and humour difference as the main strategy for their video ads. The brands make used the platform of YouTube to release their video ads and it is usually appeals to younger people and audiences who are more likely want to save their money on items like blades of razor. The brand also uses humour caption to grab the attention of the large reader or viewer. The brand use familiar format of video which includes the large title of balk and then the video ads is show immediately below the title. Dollar Shave Club also is known for speaking like a real people, in the ads campaign the brand includes some emojis so that it will help in showing the brand value. The Dollar Shave clubs uses the video ads as the move of smart especially in giving the statistic of usage in which it a research it has been reported about 80 percent of the user or customer can recall the brand video which they had viewed for the last 30 days. This shows the overall power of the brand when it comes in utilizing their video ads tools as the main factor for communication.
COMMUNICATION MEDIA WHICH WAS IMPLEMENTED IN THE CAMPAGIN
The dollar shave club used different media of communication in their campaign in order to promote their products and urge the customer to buy or purchase the products. The nature of campaign generated a lot of interest among the people by giving the dollar shave club the greater advantage in attracting more fans and follower. The campaign of the “we got you” of dollar shave club is one of the global efforts that intended to serve the point to starting to the change of societal. The mission of the campaign supports the men in their daily issue of grooming by giving them affordable with new feature and design in razor products. In order to promote the campaign, the company has used three communication media to uplift their status with new innovation and message in their video ads which include:
YouTube
The dollar shave club used the communication media like YouTube which includes marketing of video and marketing of content. The media of YouTube has given the brand the opportunities to develop a stronger bond of relationship with their customer since the traceability of internet has enabled the brand with long term of connection among the people. The brand has about 561k of subscribers in their channel of YouTube and the main strategy of the campaign was focused on the putting the products as the center of stage by giving a detail stories of the products and making the major portion of the video in the marketing system on YouTube. The brand released about 2 short ads in the YouTube which was less than 2 minutes, the brand had achieved about 8 million of customer viewer and response in their campaign “we got you” through YouTube thereby contributing a huge success in the overall campaign.
The dollar shave club also holds a high standard in the platform on instagram in which the brand has about 3.5 million followers. The brand used the communication media like instagram to promote their campaign of “we got you” and through this campaign the brand saw an increase in their growth of follower about 13.9 percent which adds more than about 2 million new customer or fans. Through this communication of media, it also increase the overall success of the campaign it boosted the overall view rate and increase of the product purchase from the customer by making the more competitive advantage to make a entry in the world of international market (Andonova,2021).
The brand also used the communication media like facebook in order to promote their campaign “we got you”, in which the members of the dollar shave club share posts for their new campaign and it automatically increased about 97 percent of products purchased by growing about 3.2 million of follower in the facebook. The company post hilarious video campaign in their facebook page and this set the brand success since its campaign launch. The company has also capitalized on the current fact that about 92 percent of the mobile user share news and videos by using this strategies in the communication media, the campaign become one of the huge success among the customer and other competitor in the market. The brand also get benefit from the word of the mouth which calculate about 50,000 of people per month by increasing the overall awareness and promoting the loyalty of the customer.
Marketing campaign plan
Reach.
Expanding your brand’s recognition and exposure on other websites and in offline media is essential for increasing traffic to your main website, microsites, and social media pages. Growing reach over time is necessary in order to produce a large number of interactions via the usage of multiple purchased, owned, and earned media touchpoints, among other things.
Act.
Interact is an abbreviation for the word “Act.” Despite the fact that it happens independently of conversion, it fosters engagement on websites and social media platforms. For the vast majority of businesses, the main purpose of Act is to generate online leads. Consequently, when site visitors or prospects first come at your website or social media presence, it is critical to encourage them to take the next step, or the next Action in their customer journey, which is described below. This might be anything from knowing more about a company or its products to doing a product search to reading a blog article. You should designate these actions as top-level goals for the funnel if you are utilising analytics to track your results. Goals such as “viewed a product,” “added to basket,” “registered as a member,” and “subscribed to an e-newsletter” are examples of what may be achieved. It is also necessary to urge people to participate in the legislation. Client feedback may be solicited or distributed using social media platforms, for example (strictly, part of Engage).
Convert.
When it comes to online or offline sales, this is the process through which leads are converted into customers. Convincing your target audience to take the vital next step that converts them into paying customers is what it is all about, regardless of whether the payment is done via online e-commerce transactions or conventional offline ways.
THE LIST OF MAKRET CONTENT THAT HELPED DOLLAR SHAVE CLUB CAMPAIGN TO GO VIRAL
Dollar shave club campaign ads had received a major success and response from the customer. There are about six trick of market that helps the company to boost their own content strategies which include:
The power of the video ads
Video is one of the best formation for telling a stories content, through this marketing content the company can have a direct connection with their customer by establishing a powerful and successful relationship. Dollar Shave club used the smart move of video in their campaign “we got you” especially the given statistics of the video usage that show the content of diverse market that includes in the smart video move. The video advertisement it increased the overall purchase of the products to 97 percent and the association of the brand to 139 percent in the year 2021.
The power of storytelling
The dollar shave club have implemented great storyteller for their campaign “ we got you” video ads, it grabbed the overall attention of the customer by delivering them a impressive and a captivate story in their ads. These eventually helps the brand to gain the trust and interest of the audiences, within a few hours of campaign ads the brand had received about 45 percent of response from the customer.
Customer knowledge
The company also hold a greater knowledge and information when it comes in targeting their audiences. The company in their campaign ads “we got you” talks to the problem of men with a relatable voice by providing them with new products which never existed when it comes in men products of grooming. The company content for razor and position of the brand are used in highbrow of gentlemanly by releasing new products which is essential in the process of grooming at a cheaper rate and this show that show the company ability and knowledge in understanding the wants and needs of the customer by giving them better quality of products which will make it easier for them to use by giving them a high quality result.
Focused on the proposition of value
The dollar shave club also stay focus when it comes in their proposition of value in their content and message from the landing of the page to the ads video. The company does not have any unique products which is new to the customer since razors are very common products and it is found everywhere. However the company “we have you” campaign ads was developed in such a unique proposition of value in their product by making sure the products is keep in front and center throughout the marketing content campaign.
Easy share
The overall success and the rapid growth of the campaign “we got you” is attributed to the digital content of share ability, The company has created variety of content for video along with the animation stop motion that is promoted through the platform of social media, this eventually make it easier to prospective the customers to share the content with their friends and families (Furukawa,2022).
The use of humor content
The brand content marketing usually revolves around witty, amusing, self deprecation with the sense of humour. This make the helped the company to grab the attention of the audience by making the overall content of the campaign more funny and delivering a consistent in the brand message and important.( Shaheen2021)
CONCLUSION
Dollar Shave club approach in targeting the customer through their campaign ads has been successfully throughout the years. The products which are offer by the company it eventually save the money for the customer by giving them a affordable and a high quality of razor products. Compared to other companies the dollar shave club campaign had shown better performance and innovation in the competitive market by attracting a large amount of followers and subscriber in their page and channel. Therefore, it can be concluded that the products which the company offers are good fit for their market target.
REFERENCE
Advani, M. and Takaku, S., 2021. Does Cultivating a Giving Culture Make People More Willing to Share Counter-Normative Ideas?. International Social Science Review, 97(1), p.5.
Andonova, Y., Anaza, N.A. and Bennett, D.H., 2021. Riding the subscription box wave: Understanding the landscape, challenges, and critical success factors of the subscription box industry. Business Horizons, 64(5), pp.631-646.
Blancaflor, E. and Julian, J.A., 2021, August. KingsmanMNL: A Proposed Web Application Designed for Male Grooming Essentials Services. In 2021 5th International Conference on E-Society, E-Education and E-Technology (pp. 283-289).
Bollinger, C., Duong, T.A., Genain, G., Almaric, N., Moga, A., Richard, W. and Vandier, S., 2021. Metrology and sensors as dermo‐cosmetic technology opportunities for a change of paradigm. Skin Research and Technology, 27(2), pp.257-265.
Chalaboyeva, Z., 2021. Chalaboyeva ZM THE SCIENTIFIC NECESSITY OF DEVELOPING MODERN METHODS OF TEACHING NATURAL SCIENCES: Natural sciences, teaching methods, worldview, science, development. Архив исследований.
Devitt, F., Ryan, M. and Vaugh, T., 2021. ARRIVE: A Design Innovation Framework to Deliver Breakthrough Services, Products and Experiences. Routledge.
Ehlers, L. and Van Schalkwyk, S., 2021. Product videos “gone viral”: Exploring the role of content, positive affect and social motivations. Communicare: Journal for Communication Sciences in Southern Africa, 40(2), pp.43-62.
Ehlers, L. and Van Schalkwyk, S., 2021. Product videos “gone viral”: Exploring the role of content, positive affect and social motivations. Communicare: Journal for Communication Sciences in Southern Africa, 40(2), pp.43-62.
Fournier, S., Srinivasan, S. and Marrinan, P., 2021. Turning Socio-Political Risk to Your Brand’s Advantage. NIM Marketing Intelligence Review, 13(2), pp.18-25.
Furukawa, H., 2022. How Does the CEO’s Influence Affect Consumer Brand Trust? The Mediating Effects of Symbolic and Environmental Product Perceptions. Journal of International Consumer Marketing, 34(1), pp.11-23.
Prasad, B. and Ghosal, I., 2021. Forecasting Buying Intention Through Artificial Neural Network: An Algorithmic Solution on Direct-to-Consumer Brands. FIIB Business Review, p.23197145211046126.
Rezwan, R.B., 2022. Managing Human Resources in E-Commerce. In Research Anthology on Human Resource Practices for the Modern Workforce (pp. 1549-1577). IGI Global.
Schacker, M. and Stanoevska-Slabeva, K., 2021, January. Understanding the Impact of Sustainability and CSR Information in D2C Online Shops on Consumer Attitudes and Behavior–A Literature Review. In Proceedings of the 54th Hawaii International Conference on System Sciences (p. 926).
Schacker, M. and Stanoevska-Slabeva, K., 2021, January. Understanding the Impact of Sustainability and CSR Information in D2C Online Shops on Consumer Attitudes and Behavior–A Literature Review. In Proceedings of the 54th Hawaii International Conference on System Sciences (p. 926).
Shaheen, S. and Cohen, A., 2021. Next Generation Mobility Systems. In Energy Efficiency: Innovations: Driving Prosperity, Slashing Emissions (pp. 155-175).
Tan, W.K. and Chen, B.H., 2021. Enhancing subscription-based ecommerce services through gambled price discounts. Journal of Retailing and Consumer Services, 61, p.102525.
Vadakkepatt, G.G., Winterich, K.P., Mittal, V., Zinn, W., Beitelspacher, L., Aloysius, J., Ginger, J. and Reilman, J., 2021. Sustainable retailing. Journal of Retailing, 97(1), pp.62-80.
Venkatesan, R. and Lecinski, J., 2021. The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing. Stanford University Press.
Venkatesan, R. and Lecinski, J., 2021. The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing. Stanford University Press.
