Disruptive Shave Technology: Considering the Dollar Shave Club Model for a UK Launch

Disruptive Shave Technology: Considering the Dollar Shave Club Model for a UK Launch

  • Case
  • Teaching Notes
Abstract

This entrepreneurial marketing case outlines a subscription-based, low-cost shaving technology business opportunity – the US-based Dollar Shave Club – that two London-based entrepreneurs wanted to emulate for themselves in the UK. The case is introduced with a summary of the American business, which benefited from a highly successful but low-cost YouTube viral video that prominently featured its founder Michael Dubin. Superficially, the UK market does not appear to be attractive, according to summary Mintel consumer research and high-level competitor analysis. However, empathetic customer insight of dissatisfaction with ever-more important service convenience elements and over-branding from the dominant fast-moving consumer goods marketing leader were factors that ultimately ignited a paradigm shift in the marketing of male grooming. Students are invited to undertake a number of marketing ...

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