UC Berkeley Extention – Consumer Behavior Professor Kathy Klotz-GuestGabriel DillonLisandra MaioliPamela TanzilloSutheerawan (TJ) March 25, 2013
“Men, at ﬁrst, oﬀer a bigger target to tell our ini3al story.” § Subscrip)on razor blade delivery service (launched in July, 2011) § 12 K subscrip9ons in 2 days § Social Media (Facebook, Twi?er, Google+) § DSC characteris9cs: ü Irreverence ü Prac)cally ü thri: ü simplicity § Targe)ng its product primarily at men
Dollar Shave Club oﬀers 3 types of razors, the cheapest being the most adver9sed: “for a dollar a month we send high quality razors right to your door” “Stop paying for shaved tech you don’t need. And stop forgeDng to buy your blades every month”.
But DSC already has woman asconsumers, they already like DSC…
Sites and weblogs also seewomen as a target: Oh, I forgot to men3on that the actual shaving experience was a delight as well. Women, be warned though. My wife tried out one of the 4X blades and did not enjoy the experience...if only Dollar Shave Club oﬀered a female version! Blog Illusions of Grandeur Let’s just sit back and wait for the inevitable lady version of this adorable The key to a good shave, he pitches, marke3ng gimmick to come out. Or is a clean, fresh blade. And lowering maybe women will just con@nue the price is the key way to get men stealing the menfolk’s razors in the (and, eventually, women), to shower anyway. change out their blades more Consumerist frequently. C|net
“While the Dollar Shave Club now only caters to men, there has been talk about the possibility of expanding their business model for a women’s line of razors. In fact, the razors that they currently oﬀer have suited some women just ﬁne, as there have been numerous reports of female Dollar Shave Club subscribers. Expanding the Dollar Shave Club to cater speciﬁcally to women seems like the logical next step.” It’s simply a business where the founder Michael Dubin looked at an Get Your Financial Solu)ons industry and said he wanted to help men have fun with shopping online, because, “Women have all the fun “They dont have female [shopping online] with fashion, shoes, speciﬁc ones, but my girlfriend and accessories.” uses the 6 blade ones and she MediaHunter says theyre beTer then the girl razors out there...” My Own Private Idaho
Dollar Shave Club Review -FROM FEMALE CUSTOMER h?p://www.youtube.com/watch?v=ibB-‐70hpzck
Women represent the majority of theonline marketDigital Divas By The Numbers • 22% shop online at least once a day • 92% pass along informa9on about deals or ﬁnds to others • 171: average number of contacts in their e-‐mail or mobile lists • 76% want to be part of a special or select panel • 58% would toss a TV if they had to get rid of one digital device (only 11% would ditch their laptops) Source: Mindshare/Ogilvy & Mather h?p://www.she-‐conomy.com/facts-‐on-‐women • 51% are moms
“Women tend to do a great deal of preliminary research online before stepping into a store, and if a retailer’s Web site indus insitry provides helpful informa@on geared to PICBIZ problem solving, it will help that retailer become part of her trusted circle as well as The Wo men’s M ght Reachi arket the Femng and Retain guide her to that store’s front door” ale Con in sumer g The R ig Bene ht Approac fits Ac ross th h to Wome By La e Boa n Cus ura O rd tome Editor’ les rs Can R occasion s Note: Th al series is is our secon eap market d in digita examining the installment in l imaging emerging an M . women’ s en and wo ways tha men are dif n can ferent how the be coun in more is that y shop ted, inc effectiv and wh luding does no ely mark y. The go t mean eting to od news sion of a comp and ser men. In any ving gy that fact, a ma must do so at women is desig rketing the exclu ned an - “Women do more peer and expert sumer is one tha to properly ser d service strate both ge t will rai ve - nders. se the ba the female co There r in satisf n- are some action for and tec misconc hnology, eptions recommenda3ons than men when beliefs and bu about can cost ying int women dissolve a retail o these their rep er subs antiqua Enron tantial ted retireme eat customer revenue s and For exam nt acco base fas ple, wh unt. ter tha n an narrowing down the ﬁeld ques3ons. ence tar ile men geted in are mo purchase marketi st often s, wome ng for co the audi- of the n now nsumer $55 bil accoun electron lion sp t for ov accord ing to ent last er 50 pe ics year on rce the CE CE prod nt She’s going to get into the ﬁne Associa A (C tion) “early ad . A third of wo onsumer El ucts, what sh opters.” men co ec for a pe Those nsider the tronics e speakin values and sp riod of who ha mselves g down eak to sumer— time un ve been to her. often ref derstan d that the “in photo” lished earlier In a Ma the issue witho sador” erred to rie Clair details, may ask addi@onal or “prim female respond this ye e surve ut ager an as the con- ing felt ar, client wi ary pic ture-prin “memor y amba ping for intimida 78 percent y pub- she still d a wo man wi th film ter”—is s- consum ted or co of wome th an aff case no photogra less to er electr nfu n finds he inity for w that digital phy an d this a coveted do with onics. Th sed when shop ing for informa rself un easy at tec decesso rs. cameras is also cal but that the the fact that wo is issue may ha - a little tion to times wh hnology, outsell make the their film the men are ve trouble en search ques@ons and will do more face-‐to-‐ In build informe informa because locating best de - ing a ma pre- d decis tion the less tec the cision. tively rea rk hn I ch wome eting strategy that sp eaks to ion is often no y seek to make i- ask,” say wasn’t exactly right routers “I had n, it is designe “solution t provide an s Hinson sure wh and hu importa d to Lisa Hi -provid d in a “I find of a rec ich qu bs nt to un effec- ns riencing on of Sante Fe ing”. way myself put off ent shop estions to 56 derstan a , N.M., up doing at times ping ex d right CE bit of confusio perie face interac@on than men” can relate much of produc n when to expe It’s the the resea by salespeople nce. classic . I end ts. As a past tec searching for - sales an “features rch myself.” hnical pr the d mark -to-bene oduct ma camera eting tra fits” les n- , for ex ining. W son in details ample, hen sel basic of differ don’t ge ling a dig ent me t mired ital gapixel down in www. explana the pictur tions— eb usines frame M smag .com • D ec em be r 20 04
“Social retail, especially since it combines two ac3vi3es that are already ﬁrmly in the mainstream of women’s Web ac3vity, may be the next fron3er in this evolu3on. Social networking is also emerging as a key driver for women in the mobile sphere”
“Women drive a dispropor@onate amount of on line spending. In the U.S. market, women make up just under half of the Internet popula3on but generate 58 percent of e-‐commerce dollars.”
Demographics “ I like to be connected with others” (73%) ” I have my Facebook proﬁle” (78%)
General information aboutWoman Shaving• Most of the adver9sements show summer scenario. It is true that women shave more frequently during the summer, but they also shave during the rest of the year • 46% of women used male-‐centric products for their shaving needs with the expecta9on that they are more eﬀec9ve than female-‐dedicated razors • Women have 18 )mes more surface area to shave than men has • Grooming products targe)ng women are o:en more expensive than the comparable product targe9ng men • Women also want to save money with razors • 80% of women s)ll prefer razors for hair removal over other techniques and technologies
For the past five years, interest in"women shave" has been increasing. And there are two interestingobservations:
1- Women search for razors, but also searchfor information about razors. Brands sell theblades, but dont provide information aboutthe "myth."2- There is no universally acclaimed "best"brand. Women are still searching for abrand to call their own
Money-‐saving womens razors When the weather is hot and clothes are skimpier, having a razor that does a great job shaving legs is a priority…
BEYOND PINK:MARKETING TO WOMEN 2012 MARKETING TO WOMEN 2012 /1
Women don’t wantto fit a girly pinkstereotype justbecause they arewomen
The “big mama” The Workaholic § She’s the woman who lives for her family, she always worried about her house and her family, and she’s the bo?om of the list. § Happiness for her is guarantee that everybody in her house is happy. Her personal realiza9on its not part of her reality
The “big mama” The Workaholic§ She’s completely independent, she’s aggressive and for her success is related with her professional life. § She believes if she puts her profession on top she will be powerful, but at the same 9me she’s frustrated with her personal life because she does not have9me to take care of herself or keep a rela9onship
The “big mama” The Workaholic For this woman balance is the word, she has her job, is independent, but always her self esteem is on top
“ I prefer having a balance life than a perfect life” “ Feeling happy and good with myself it’s the best way to make people around me fell happy” “ The world needs more femininity woman and not woman who wants to be compared with men all the 3me”
Between 24 and 39 years old, are white collar knowledge workers, and have individual incomes above $50k / year. Largely, though not universally, single and have ﬁlled their life with ac9vity. As such, they value the prac)cality and convenience of having razors delivered to their homes. Addi9onally, they are highly value conscious; they are willing to spend money on things they perceive as high quality, but very reluctant to spend above a product’s perceived value. They view razors as a commodity necessary to their lifestyle, but believe the marke9ng messages that advocate for unnecessary features on their razors inﬂate their cost.
forget about buying razors, FOREVERTheir web page is obvious women centric with light and candy colours like pink and light blue. This is also applicable to their products.
forget about buying razors, FOREVERProduct Descrip9on wordings are more descrip9ve than those of DSC, for example:
forget about buying razors, FOREVER Facebook = 464 Likes and 37 talking about it. Most of their posts are tweets that are retweeted from Twi?er TwiXer = 404 followers with only 47 tweets since in business/ they omen use hashtags like #Luxury and #Convenience § The Blade Award for “New ecommerce website of 2012” § Oﬀering premium shaving soaps as an addi9onal to razor packages § Promoted by having free-‐giveaway in February
forget about buying razors, FOREVER “With so many subscrip@ons available, I’ve been surprised that I’ve yet to ﬁnd a monthly razor service geared towards women. Thankfully ChicShave has come to the rescue! (…) I mean, when you think about it razors are such an integral part of our daily lives from a “Now there is a monthly subscrip3on fairly young age. Men and women have been service for razors, thanks to ChicShave. I shaving since ancient @mes …” think this is a great idea, because razors Parsimonious Parcels are something that just about all women need. Its also good because with razors coming to your door every month, you will no longer have to remember to buy them at the store.” Glamour Girls Reviews
Venus Closest Shave. Dramatically Smooth SkinRated on most beauty blogs and websites to be the number one choice for reﬁllable category. 5 Blades with Ribbon of Moisture They come in both reﬁllable and disposable versions with 5 blades and interchangeable handle
Venus Closest Shave. Dramatically Smooth Skin “Get closer to the ones you love with unsurpassed smoothness. Our ﬁrst ﬁve-‐blade razor for women, Venus Embrace® hugs every curve and even lets you shave bikini hair for a close shave and drama9cally smooth, begs-‐to-‐be-‐close skin. • 5 blades for a drama9cally smooth shave • Ribbon of moisture for a smooth glide • Interchangeable Blade Reﬁll Cartridges • ShowerPod® convenient in-‐shower storage • Som Grip handle for no-‐slip control Venus® products are designed to ﬁt all lifestyles, whether you seek the perfect shave or an indulging and pampering experience. Venus® encourages all women to reveal their inner Goddess making them feel sexy, conﬁdent and care-‐free
Venus Closest Shave. Dramatically Smooth Skin Facebook = 1,083,344 Likes and 15,410 talking about it. (Higher rate of engagement on the plauorm than Chicshave) TwiXer = 17,641 followers with 4,048 tweets/ use diﬀerent hashtags for each products, for example, #VenusEmbrace, #VenusOlay,#VenusRazor § Both the FB and Twi?er pages include en9re products under the Venus product line. § Generally sold at $12 (interchangeable handle + 2 cartridges) in general stores like Walmart/ Walgreen/ CVS – The reﬁll cartridges are sold at around $15
Free your skin“The high performance Schick® Qua?ro for Women®Razor has enhanced condi9oning strips with Acai Berry and Jojoba Complex. A shave so smooth you can even skip a day or two!
Free your skinFacebook = 290,251 likes with 809 talking about it (lesser interac9on than Gille?e) their page is quite ac9ve with posts and pictures related to their products or, at least, feminism. TwiXer = 1,442 followers with 1,572 tweets
"In fact, studies show that adding more blades doesnt add any extra closeness to your shave, and Daily gels rub oﬀ quickly. So, the best way to save on the product is by making them last longer. (…) So, the next @me you get tempted to buy that preOy pearlized pink op@on, think again. When it comes to smooth results, a regular razor is really all you need. Make it last with proper care and youll be saving on your shave in no 3me." Daily Finance
Sexism in razors -‐ feminism in the hair removal department Technically, not all ladies razors are pink/purple/yellow, leaving all mens razors with blue and grey. I know that the GileTe Venus is turquoise for example. However, it s@ll just seems a liOle boring that marke@ng departments make female and male razors so diﬀerently. Rockalily Cuts
Marketers are s@ll using the pink sledgehammer because its probably the easiest route to go. Pink has been designated the universal color for all females. If you want to try to ﬁnd a present for a liTle girl, I defy you to ﬁnd Just using pink is too heavy-‐handed. something that isnt pink. Pink is not a If its not raising money for breast strategy. But when its the only color cancer, it just seems like someone oﬀered, it makes it seem like you havent somewhere in the company thinks put any thought into this at all. pink is catnip for women. And in some cases thats true. But its just geRng a liOle old, and women expect a bit more than that.
Women will have 3 options, like menTier one: a sleek basic an9-‐drag 2-‐blade shaver glides across your silky skin with moisturizing aloe vera strip for ultra som amer-‐shave skin. With 5 cartridges per month to help your skin stay silky smooth. Tier two: The last razor you will ever need; a gentle shave in a single stoke. You will love this razor more than your boyfriend’s. A 4-‐blade razor with full 90-‐degree pivot head for those hard to reach areas. Delivers with 4 cartridges a month and each comes with Aloe Vera strip to leave that som and silky feeling. Tier three: The ﬁnal fron9er. Stop being that bad girl and step up with your very own. The 6-‐blade razor “to call your own” with the caring of aloe, vitamin E and lavender moisturizer and lubrica9ng strip for maximum skin protec9on. The ul9mate personal groomer every woman needs.
Messaging Guideline, including thetone and voice will be the sameWhile the bravado of “s9cking it to the man” will remain a key element of the marke9ng messages, introducing the blades as a male-‐only product will change and women will be portrayed as similarly savvy, prac)cal, and aggressively sharp. The most important messaging element to avoid will be anything that suggests women have unique shaving requirements. Instead, the primary message will be that shaving is a prac)cal necessity for women just as much as men, that a product designed for a woman has desirable quali9es for their shaving habits, and that the unnecessary ﬂuﬀ, hype, and female-‐centric marke9ng are pandering, demeaning, and wasteful.
Competitor Slogans forget about buying razors, FOREVER Venus Closest Shave. Dramatically Smooth Skin Free your skin
“Shave time, shave money.Shave more than your face”
Changing the overMale-centriccommunication Current: Many posts from its Facebook page are 9ps and survey about man-‐woman rela9onship and female behavior. Changing: Also include informa9on about male behavior and 9ps about rela9onship for women. Ask their opinion as well.
Changing the overMale-centriccommunication Current: Other posts starts by “man” and some comments exclude women from the conversa9on. Women are like “stalkers” and are not part of the “club”. Changing: Don’t use just “men”, also use “women”, talking with women as well including them into the conversa9on, answering them as a part of the club.
Changing the overMale-centriccommunication Current: Automa9c e-‐mail and posts are generated talking to men. Changing: Those texts must be general gender and not male or female gender-‐centric.
Contest to choose the product names Tier one: Sugar Cane/ Sweet Grey/ Grey Sugar #DSCforwomen Tier two: Tender Love/ Passion Grey / Delicate me Tier three: Alpha Lady/ Famme Fatale / The ul9matum
Microsite describing women’s shaving needs, explaining the prac9cality of a razor subscrip9on service, and will explain why a women-‐centric razor is desirable for women. The microsite will link poten9al buyers to the primary DSC website, where the women’s razors will be for sale directly alongside the other three models. On the primary site, much of the messaging will include references to women’s shaving needs as well as men’s and some of the material that speciﬁcally targets men will be excised.
§ Collec9ng women’s stories about their need for prac9cal, low-‐cost razors has led them to DCS § Crea9ng content to Facebook and Twi?er (same Facebook page and Twi?er account) with the hashtag #DSCforwomen (the content will follow the same editorial style as told before, but including the women on the conversa3on “let’s talk about shaving”)
All current subscribers of the “4x” and “Execu9ve” DSC will receive in their next razor shipment a single women’s razor handle and cartridge. This will reach most of DSC’s current female subscribers, and also give male subscribers an opportunity to pass the blade oﬀ to a female friend.
Use Twi?er and Facebook to compile a list of female subscribers already advoca)ng for DSC. Send them samples and encourage them to try the woman-‐centric razors. The associated packaging and messaging with this free blade will exhort the users to share their experience with their free blade on TwiXer and Facebook, where the DSC brand will engage, aggregate, and share their stories with the larger DSC community.
A loyalty program designed to increase the net promoter score by rewarding users who become advocates. Rewards longevity with opportuni9es to try premium services for free. Loyalty is an opportunity to upsell our happiest users with high-‐proﬁt services while recognizing their apprecia9on of our service.
If a boXom )er user refers one person who subscribes, they get a free, one month upgrade to the second 9er product in addi9on to their usual product the sixth month of their subscrip9on. If they refer two people, they get their free upgrade amer four months of subscrip9on. If they refer three people, they get their free upgrade amer three months of subscrip9on. They can refer more people, but can only receive more upgrades every three months.
If the referer is a second 9er user already, their receive the highest )er product, for free. If the referer is a top 9er user, they receive a box of premium trial size toiletry products. (Poten3ally partner with BirchBox to get access to cheap samples.)
Loyalty goals and objectives§ Recognize only users who subscribe for mul9ple months of service. § Recognize only users who refer at least one addi9onal paying customer. § For users who refer mul9ple users, provide perks more rapidly and more frequently. § Provide users opportuni9es to try higher 9er products with the expecta9on that some will upgrade. Net Promoter Score: § Encourage sa9sﬁed users to refer their contacts. § Reward our most enthusias9c users with prac9cal perks as omen as possible.