...Dollar Shave Club University of Maryland, University College CMST 301 01/31/2016 Introduction & Synopsis In The New York Time article written by Dahl titled “ Riding the momentum create by a cheeky video” the author presents a founder of a Dollar Shave Club company which is based in Santa Monica, California. The company sells shaving razors to man based on a monthly subscription. Michael Dubin was the founder and he used digital media to achieve a goal of getting more customers but also to get investments from big companies. The prices range from a $1 to $9 a month based on what type of razor blade customer chooses. The idea of selling razor via subscription came to the owner Michael Dubin because he have heard of many man complain of the prices of razors in stores. At the begging of launching his business, he spent months driving down San Diego to connect with bloggers to spread the word. However, it was difficult and he decided to make a video to tell the story of buying a razor via subscription. After launching his video on YouTube it has been seen almost 10 million times. In the first 48 hours of launching the video, he had 12,000 orders placed. After the launch of the video the business kept growing, Dubin struck a deal with many investors, which helped him, grow the company. Today the business is valued at $615 million, what started, as a video ad now is multi million-dollar company. With the use of digital media, Dubin was able to...
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...Executive Summary Gillette has been the leading brand in men’s grooming industry. The competition in the razor industry is becoming more intense since the start of online retailing of razors. With competition heating up Gillette has to find a way to cater to consumers. Gillette merged with P&G in 2005, which instantaneously became a competitive advantage. Gillette uses its aggressive advertising to compete with customers and keep its market share. The company will introduce a new women’s razor to put more emphasizes on women. The company will use aggressive advertising and survival pricing, to target low to moderate income women. The company projects that this product will bring in $20 million in sales after launched and increase Gillette’s overall market share. Situation Analysis The Internal Environment Review of marketing goals and objectives Whether a customer uses electric or disposable razors, Gillette hopes to give their consumer the best shaving experience possible. Gillette has a strong market background which helps with identifying customer trends and promotes new product development. This is why Gillette’s shaving products are in its maturity stage. The company has been in the industry for more than 100 years and has high sources of equity (Gillette, 2015). The company’s current marketing goal is to continue to differentiate its strategy by innovation and marketing products in an unusual way. Gillette’s primary focus has been on the extension of its...
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...Food | Blue Apron | Nature Box | Are the good/services perishable? | Highly perishable (3), | Not very perishable (1) | Predictably consumed? | Very predictably consumed (3) | Not at all predictable how fast consumed (1 | Offer good value, too? | Much less expensive (3) | Much less expensive (3) | Total Score: | 9 | 5 | Companies chosen: Clothing | Five Four Club | StitchFix | Are the good/services perishable? | Not very perishable (1) | Not very perishable (1) | Predictably consumed? | Not at all predictable how fast consumed (1) | Not at all predictable how fast consumed (1) | Offer good value, too? | Much less expensive (3) | Much less expensive (3) | Total Score | 5 | 5 | Beauty | The Dollar Shave Club | BirchBox | Are the good/services perishable? | Highly perishable (3) | Not very perishable (1) | Predictably consumed? | Very predictably consumed (3) | Very predictably consumed (3) | Offer good value, too? | Much less expensive (3) | Much less expensive (3) | Total Score | 9 | 7 | News | Financial Times | Wall Street Journal | Are the good/services perishable? | Highly perishable (3) | Highly perishable (3) | Predictably consumed? | Very predictably consumed (3) | Very predictably consumed (3) | Offer good value, too? | Much more expensive than you’d pay elsewhere (1) | Much less expensive (3) | Total Score | 7 | 9 | Analysis: The essential revenue model and longevity of a subscription service will solely be dependent on the product / service...
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...Zekirja Bela Bus 110 BE1 MW 7:30-9pm Prof Ms.Apo 5/16/2012 Elégance Barber Shop & Spa Club Table of Contents 1. Cover Page – Elegance Barber Shop & Spa Club 2. Table of Contents 3. The Executive Summary PG 1 4. Business Description PG 2 5. Personal SWOT analysis PG 3 6. Market Strategy Analysis PG 4 7. Industry Analysis PG 5 8. Business SWOT PG 6 9. Target Market PG 7 10. New Products PG 8 11. Marketing Mix PG 9 12. Organization and management PG 10 13. Financial plan PG 11 14. Conclusion PG 12 15. Bibliography The Executive Summary The plan of my business is to attract hard working business men in the Wall Street area that will come into our location and have a comfortable, relaxing zone and go to work less stressful. My business will have custom made products for everyday use or special events. This is product will be certain type of gels for different events and some you can daily basis My strength will be our staff and products, which will boost our customer loyalties. The reason this business will grow is because our location and target is a perfect combination. There are not too many barber shops and spas in the area that will attract white collar people. My advantage is also white collar people are willing to spend money because of their high income. The main picture of our company will create revenue mostly in the clients who are into our products and mostly or services. Each employee...
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...Gillett: Why Innovation May Not Be Enough 1) Evaluate product innovation at Gillett throughout its history. Has Gillett been a victim of its own success? Has product innovation in the wet-shaving market come to an end? In 1901 King C. Gillett invents the safety razor complete with disposable blades, the start of a business dynasty. From 1901 to 1938, Gillett receives its patent and introduces a blue and thin blade. From 1946 to 1969 Gillett offers the first blade dispenser, develops the first adjustable razor with three settings, adds a super blue blade w/silicone coating, introduces a coated stainless steel blade, and adds a platinum chromium coating. During the 1970’s Gillett produces the Trac 2, Good News, and Altra razors thus continuing the innovation and their market share moving forward. During the 1980’s Gillett continues its leading edge technology by producing the first razor and disposable razor with a lubricating strip and a razor with spring mounted twin blades. The 90’s stalled somewhat but the introduction of the Mach 3 was a huge product announcement. From 2000 – 2009 Gillett enhanced the features of the Mach 3 and entered the post shaving product market. In 2010 Gillett introduced the Fusion Proglide which completes the razor advancement and innovation at Gillett. On the acquisition side Gillett went on a product development campaign which included selecting a number of key products associated with different market arena’s that ultimately drove Gillett’s overall...
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...Elements of Guerrilla Marketing According to Drew Neisser, CEO of Renegade Marketing, guerrilla marketing “…is a state of mind. It simply isn’t guerrilla if it isn’t newsworthy”. Brett Zaccardi of Street Attack Media said it is “unauthorized and disruptive, and sticky”. I think these 2 quotes can really instill what the elements of guerrilla marketing really are. It is more than a simple marketing plan; instead GM is unconventional with creative marketing techniques that pinpoint on a specific niche market and uses the power of publicity to spread like wildfire. Guerrilla marketing is more than just a simple commercial or an advertisement, they are unique campaigns that don’t just sell the products, but they are entertaining and unique. From my research the elements that I have found that make guerrilla marketing successful are unique/disruptive, brand building, and they leave a lasting impression. Unique/Disruptive Simply by definition guerrilla tactics are fundamentally different than traditional marketing messages. Therefore guerrilla marketing has the ability to stand out from the endless barrage of marketing that we as consumers see everyday. The company’s capacity to do something cheap and simple that can catch people’s attention can be way more effective than to fund an expensive media campaign that most people just ignore. A great example is instead of just putting a car insurance ad on a billboard a company could make the billboard stand out by having two cars crash...
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...Self-Examinations to Do Before Breakfast These 10 DIY checks are a simple & easy way to keep tabs on your health. Here are areas you can take a look at every morning, from your head to your fingernails. Is mouthwash even worth the time & money? Sunscreen: How much to use & how long it lasts . Ralph Macchio Makes a 'Dancing' Comeback Video: After a few rough weeks, the actor & his partner scored their first perfect 10 of the 'Dancing' season. Plus, other primetime highlights in 'Last Night on TV.' Chelsea Kane lights a competitive fire for 'Dancing''Bethenny Ever After': A bumpy truck ride. Previous.Pause.Next.3 of 5...EDITORS' PICKS.Naysayers on bin Laden death Obama to visit ground zero Navy SEAL's silent weapons Fla. grower recalls tomatoesFerrell shaves Conan's beard Tony nominations & snubsRat causes fatal car crashIs Seacrest leaving 'Idol'?Royals blamed in Di's death..MUST-SEE.NEWS NEWS.MONEY & QUOTES.LIFE/STYLE..MUST-SEE. NEWS. Pakistan accused of bin Laden 'double game' 'It's hard to imagine that the military or police did not have any ideas what was going on' at compound, senator says. Video: Suspicious? Who's most wanted after bin Laden’s death Practice makes perfect mission, former SEALs say Muslim-Americans: Good riddance to bin Laden US mulls release of bin Laden images | Shoe clue? Boy Scouts rescued from wilderness area 5 held under terror laws near UK nuclear site Obama golf pal pleads no contest to soliciting sex .MONEY & QUOTES. LIFE/STYLE..MARKET UPDATE.Updated:...
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...Value Chain Analysis M. Porter introduced the generic value chain model in 1985. Value chain represents all the internal activities a firm engages in to produce goods and services. VC is formed of primary activities that add value to the final product directly and support activities that add value indirectly. Michael Porter published the Value Chain Analysis in 1985 as a response to criticism that his Five Forces framework lacked an implementation methodology that bridged the gap between internal capabilities and opportunities in the competitive landscape. This framework focused on industry attractiveness as a determinant of the profit potential of all companies within that particular industry. However, significant differences in performance exist between companies operating within the same industry that can be explained either by the company's participation in a successful strategic group or by a firm's specific competitive advantages. THE VALUE CHAIN DEFINED The idea of a value chain was first suggested by Michael Porter (1985) to depict how customer value accumulates along a chain of activities that lead to an end product or service. Porter describes the value chain as the internal processes or activities a company performs “to design, produce, market, deliver and support its product.” He further states that “a firm’s value chain and the way it performs individual activities are a reflection of its history, its strategy, its approach to implementing its strategy, and the underlying...
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...customer segments are broken up into three areas; social/emotional, involved razor users, and uninvolved or maintenance users. Social/emotional are responsible for 39% of Nondisposable razors, Involved is for 28%, and maintenance users account for 33%. In 2009 consumers razors and replacement cartridges at a higher rate than ever before. * Competitors: Competition includes direct competition as well as substitutes for Nondisposable razors. In 2010 the three major players were Paramount, Prince, and Benet & Klein (B&K). Prince mainly focuses on super-premium products. B&K entered the Nondisposable market in 1985. There are also new entrants which account for the rest of the market. In 2010 Paramount is expected to have a 21.4% dollar market share. * Company: Paramount is a large consumer products company with $7 billion in gross profit in 2009. The current Nondisposable razor line has products in both the market and value customer segments. The Clean Edge Razor is the first Nondisposable razor produced by Paramount that has a technological innovation. Paramount is relying on the Clean Edge Razor to increase sales and earn more market share in the Nondisposable razor category. * Context: In 2011 the effects of a recession are becoming less drastic than in years before. Customers have more disposable income and companies have more money to spend on investments such as media/advertising and R&D. * Collaborators (retailers): In 2009 food stores represented...
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...Advertising Trends Brandon Gillelan Baker College of Allen Park Advertising Trends Advertising is a form of marketing used to persuade an audience to take or continue some action communication. The two most significant commercial digital marketing trends are content marketing and mobile marketing. Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. Mobile marketing is marketing with a mobile device like smart phones or IPods. “Content marketing makes up 29.2 percent of all commercial digital marketing trends, and content marketing makes up 15.1 percent of all commercial digital marketing trends.” (2013 Chaffey) Content marketing’s purpose is to attract and retain customers by consistently creating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into an overall marketing strategy. Content marking is core of communicating with customers without actually selling. Content marking is also called non-interruption marketing. “Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as business, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.” (Content marketing 2014) There...
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... Mid Term Project Nintendo Wii Introduction: The video game industry started in 1970 & by time it became a big business worth more than 10 Billion dollars annually (1). In 2006, Nintendo Co. evolved the market with it is new innovation “Wii” game console. Wii lunch changed the roles in the business industry & brought back Nintendo's ranking in the market to the top. In the following lines we will provide a brief analysis of the company, stakeholders & product in light of the marketing management models. 4 C’s Stakeholders Analysis: 1. Consumers: With strong & innovative vision from Saturo Iwata, President & CEO of Nintendo, the company deputed it is new product targeting all customers irrespective of age, gender & gaming experience (2). The new game has been used all over the world by every member of the family. In addition to the traditional segment of consumers composed of video gamers, Wii attracted women and elderly people as well to enable a whole family of all ages to enjoy the game together and jointly. It is a success story of transgenerational design (3). By introducing Wii as new way for keeping the physical competency, the game entered the health & fitness sector to find new customers. The business of diet related products in the United States exceeds 40 billion dollars annually (4), Wii eventually shared part of the pie. Diet specialized web sites provided special reviews to show how Wii can be used for loosing weight (5). The...
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...season. To the general public it seems as if only the players would be affected with a lockout, but in fact a lockout would affect the many jobs of people in the NFL, the fans, and most importantly impair the country financially. The major question is how the NFL Players Association (NFLPA) and the NFL will put aside their differences in order for a NFL season to take place throughout 2011 and 2012. The NFLPA and the NFL have very much at stake if they do not come to an agreement. Both sides are apparently not meeting enough and it is effecting the progress of reaching an agreement. According to USA Today, NFL Commissioner Roger Goodell states, ‘“If there's a work stoppage of any kind, it hurts everybody’, Goodell said. ‘It hurts the clubs; it hurts players; it'll hurt the game; and, most importantly, it'll hurt our fans”’ (Leahy 04c). Roger Goodell undoubtedly believes an NFL lockout may be a detriment towards many individuals. Without conversation it will be impossible for the disputing sides to agree on an agreement. The two sides have not had a formal meeting since thanksgiving of 2010. The NFL general counsel Jeff Pash reiterated the need for progress when he states, “The time has come for both parties to make a shared commitment and devote all their energy to accomplish a...
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...Fraternity Hazing Google App Integrated Collab https://www.google.com.ph http://www.planetpapers.com http://www.gannett.cornell.edu http://www.termpaperwarehouse.com 1. Hazing (subjecting newcomers to abusive or humiliating tricks and ridicule) has always been seen as a secretive campus activity when it comes to fraternities and pledging. As a result, Dr. Mark Taff resorted in his article that, "..a series of 168 cases of injuries and deaths related to fraternity hazing activities...[occurred] in the United States between 1923 and 1982" (2113). Young college men are being hospitalized and even worse, dying, just for a couple of friends that give them a sense of belonging. The major causes of hazing are the students' wanting a sense of belonging in a big college campus, the college's infrequent knowledge of what occurs in fraternities, and the unwillingness of fraternities to change tradition. Since hazing has been around for more than a century, one cannot expect the practice of hazing to stop all together. It will probably take years before hazing perishes from the fraternity scene. Nevertheless, until an end is put to hazing, solutions can be used to make hazing less common, until it no longer exists. These solutions that may be able to put an eventual stop to hazing, in the long run, are better education about fraternity hazing, stricter laws to prevent hazing from occurring, and more intervention from college administrators. Stories of hazing incidents are...
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...[pic] Table of content 1. Executive Summary………………………………………………………………….3 2. Problem/Issue Statement………………………………………………………..4 3. Situation Analysis…………………………………………………………………….4 4. Alternatives……………………………………………………………………………..8 5. Evaluation of Alternatives………………………………………………….…….8 6. Recommendation(s), Action Plan/Implementation…………………..9 7. Appendix…………………………………………………………………………………11 1. Executive summary As a marketing advisor, my role is to analyse the Clean Edge Razor Case in terms of the inner and external situation, the alternative solutions and assess each solution, then give recommendations on which alternative solution to choose, what the advantages and disadvantages are. Finally, suggest implementations that should be taken in order to achieve the goal. As a leader in the heath product and grooming manufacturer company, Paramount is introducing a more technologically revolutionary nondisposable razor into the super-premium market to maintain market share. However, there are many competitors in this segment and Paramount is considering the proper the positioning method to choose to gain the most market shares. Both niche positioning and mainstream positioning have pros and cons. Niche positioning focus on specific group of male that are very concerned with the functionality and the messaging of the razor. They seek superior shaving experience and consider shaving as daily...
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...11/12/14 Clean Edge Razor Case [pic] Table of content 1. Executive Summary………………………………………………………………….3 2. Problem/Issue Statement………………………………………………………..4 3. Situation Analysis…………………………………………………………………….4 4. Alternatives……………………………………………………………………………..8 5. Evaluation of Alternatives………………………………………………….…….8 6. Recommendation(s), Action Plan/Implementation…………………..9 7. Appendix…………………………………………………………………………………11 1. Executive summary As a marketing advisor, my role is to analyse the Clean Edge Razor Case in terms of the inner and external situation, the alternative solutions and assess each solution, then give recommendations on which alternative solution to choose, what the advantages and disadvantages are. Finally, suggest implementations that should be taken in order to achieve the goal. www.termpaperwarehouse.com/print/Clean-Edge-Razor-Case/244312 1/9 11/12/14 Clean Edge Razor Case As a leader in the heath product and grooming manufacturer company, Paramount is introducing a more technologically revolutionary nondisposable razor into the super-premium market to maintain market share. However, there are many competitors in this segment and Paramount is considering the proper the positioning method to choose to gain the most market shares. Both niche positioning and mainstream positioning have pros and cons. Niche positioning focus on specific group of male that are very concerned with the functionality and the messaging of the razor. They seek...
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